The Psychology Behind Viral Content and the Future of Social Media

Hatched by Kazuki
Jul 27, 2023
4 min read
6 views
Copy Link
The Psychology Behind Viral Content and the Future of Social Media
Introduction:
In the age of social media, understanding why certain content goes viral has become a crucial aspect of marketing and communication strategies. The psychology behind viral content reveals that human motivations and language play a significant role in driving the sharing of information. Additionally, as social media evolves, new business models and technologies are reshaping the landscape of online interactions. In this article, we will explore the psychology behind viral content and discuss the potential future of social media.
Psychological Motivations for Sharing:
- 1. Status: Humans are inherently concerned with their social standing and how they are perceived by others. Sharing content that showcases their association with high-status individuals or exclusive products can boost their own status within their social circle.
- 2. Identity Projection: People want to express their unique identities and seek validation for their viewpoints. Sharing content that aligns with their beliefs allows them to connect with others who share similar perspectives and reinforces their sense of self.
- 3. Safety: Fear is deeply ingrained in human psychology, and people are motivated to share information that helps them stay informed about potential threats to their safety. Platforms like Nextdoor and Citizen have gained traction by providing users with localized safety updates.
- 4. Order: Some individuals have a strong desire for organization and optimization. Sharing tools or information that help them bring order to their lives not only makes them appear efficient but also helps them spread their preferred protocols of organization to others.
- 5. Novelty: Humans are naturally drawn to new experiences. Sharing new products or information allows individuals to appear ahead of the curve and feeds their curiosity for the next big thing.
- 6. Validation: People seek validation and positive reinforcement. Sharing personal achievements or positive experiences can boost self-esteem and create a sense of worthiness.
- 7. Voyeurism: Sharing content that allows others to vicariously experience enjoyment or schadenfreude is a common motivation. People derive pleasure from sharing content that elicits strong emotions in others.
The Evolution of Social Media:
Traditional social media platforms heavily rely on advertising as their primary revenue source. However, new business models are gaining traction, such as subscriptions, in-app payments, and e-commerce. These models align with the hit-driven nature of social media companies and offer better monetization opportunities without hindering growth.
The future of social media may see a shift towards platforms that prioritize the efficient use of users' time. Startups like BeReal, Poparazzi, Mastodon, and Post News aim to provide a better user experience by focusing on creating functional, multifaceted economies rather than solely capturing attention. Additionally, social media platforms may draw inspiration from immersive games like Roblox, which monetize through in-world economies, offering avatar accessories and special experiences.
The Future of Synthetic Kinship:
Humans have an inherent need for connection and belonging. As technology advances, synthetic kinship may become a reality. In the not-too-distant future, individuals may interact with AI-generated friends and loved ones. These synthetic personalities could provide companionship and social interactions, blurring the lines between human and artificial relationships.
The founders of future social media platforms may solve the cold start problem by creating billions of synthetic personalities to interact with human participants. Even with a small number of real users, these platforms could create the illusion of an active network. The integration of AI in social experiences opens up new possibilities for human connection and interaction.
Actionable Advice:
- 1. Understand the motivations behind sharing: When creating content or products, consider the psychological motivations discussed earlier. Tailor your offerings to tap into these motivations and make sharing irresistible.
- 2. Minimize friction to sharing: Design your product or content to reduce the effort required for sharing. Streamline the sharing process to make it quick and easy for users to spread your message.
- 3. Embrace new business models: Explore alternative revenue streams beyond traditional advertising. Consider subscriptions, in-app payments, or e-commerce options that align with the nature of your social media platform.
Conclusion:
The psychology behind viral content sheds light on why people share and what motivates them to spread information. By understanding these motivations, marketers and content creators can craft strategies to increase the virality of their content. As social media evolves, new business models and technologies offer exciting possibilities for the future of online interactions. By embracing these changes and staying attuned to users' needs, social media platforms can continue to thrive in the ever-changing digital landscape.
Resource:
Copy Link