The Psychology Behind Going Viral: Why People Share and What You Think You Know About the Web

The Psychology Behind Going Viral: Why People Share and What You Think You Know About the Web

In the age of social media and digital content, going viral has become the ultimate goal for many individuals and businesses. But what exactly makes something go viral? What drives people to share content with others? And is there a relationship between the number of social shares and the amount of reading?

To understand the psychology behind going viral, we can look at the 8 clusters of motivation that drive people to share. The first cluster is status, which taps into our pack animal psychology. As social beings, we are constantly thinking about our status, how we're perceived, and where we fit in. Sharing something exclusive or associated with high-status individuals can elevate our own status within our social circles.

Identity projection is another powerful motivator for sharing. We want to show who we are and have our identities validated by others. Sharing content that aligns with our beliefs and values allows us to express ourselves and seek validation from our peers.

Safety is a primal instinct that drives us to avoid fear. Knowing what's happening in our neighborhoods or being aware of potential threats to our safety motivates us to share information that can protect ourselves and our communities.

Order and organization are essential for some individuals. They seek tools and resources that help them optimize and organize their lives. Sharing these tools not only makes others perceive them as efficient but also helps bring others into the same protocol of organization.

Novelty is a key driver of sharing. We are always looking for the next new thing and being ahead of the curve. Sharing new products or information allows us to showcase our openness to new experiences and appear knowledgeable to others.

Validation and self-esteem play a significant role in what we share. We want to feel positive about ourselves and our place in the world. Sharing accomplishments or positive results can boost our self-esteem and validate our worth.

Voyeurism, or the desire to share vicarious enjoyment or schadenfreude, is another motivator. Sharing content that allows others to live through our experiences, whether positive or negative, can create a sense of connection and entertainment.

Understanding these motivations can help businesses and individuals create content that resonates with their target audience and has the potential to go viral. By tapping into these psychological drivers, content creators can design products and campaigns that minimize the effort and thinking required to share, reducing the friction to sharing.

However, it's important to note that the number of social shares doesn't necessarily correlate with the amount of reading. Research has shown that most people who click on an article spend fewer than 15 seconds actively on the page. This suggests that many individuals share content without fully engaging with it or even reading it. The more generic the topic, the less deeply engaged readers tend to be.

Contrary to popular belief, sharing doesn't necessarily mean reading. Research on socially-shared articles has revealed that there is no relationship between the amount of content shared and the attention given by the average reader. It's crucial to recognize that sharing doesn't equate to reading and that the goal should be to capture and hold readers' attention for a longer duration.

So how can content creators and businesses make their content more shareable and engaging? Here are three actionable tips:

1. Evoke emotions: Emotions drive sharing. Create content that elicits strong emotional responses, whether it's joy, surprise, anger, or inspiration. Emotionally charged content is more likely to be shared and go viral.

2. Provide value: People share content that they find useful and helpful. Identify your target audience's pain points and create content that addresses those needs. By providing value, you increase the likelihood of your content being shared within relevant communities.

3. Encourage social proof: Social proof is a powerful motivator for sharing. Incorporate social sharing buttons and encourage readers to share your content by highlighting the number of shares or testimonials from others. People are more likely to share content that already has social validation.

In conclusion, the psychology behind going viral is rooted in our pack animal instinct, our desire for status, validation, and connection. Understanding the motivations behind sharing can help businesses and individuals create content that resonates with their audience. However, it's important to recognize that sharing doesn't necessarily mean reading, and the goal should be to capture and hold readers' attention. By evoking emotions, providing value, and encouraging social proof, content creators can increase the likelihood of their content going viral.