"Why People Share: The Psychology Behind 'Going Viral' and The DHM Model"

"Why People Share: The Psychology Behind 'Going Viral' and The DHM Model"

In today's digital age, the concept of something going viral has become a phenomenon that captivates our attention. We've all seen videos, articles, and memes spread like wildfire across social media platforms, reaching millions of people in a matter of hours. But what drives this viral growth? What motivates individuals to share content with their networks? The answer lies in the psychology behind why people share.

According to research, there are eight clusters of motivation that drive individuals to share content: status, identity, helpfulness, safety, order, novelty, validation, and voyeurism. These motivations are deeply rooted in our pack animal psychology, as we constantly seek to establish our status, validate our identity, and find belonging within our tribes.

Status is a powerful motivator for sharing. People want to associate themselves with high-status individuals or exclusive products to boost their own status. By sharing content that showcases their accomplishments or aligns them with respected figures, individuals can elevate their own perceived status within their networks.

Identity projection is another key motivation for sharing. We all have a desire to be seen and understood for who we are. Sharing content that aligns with our beliefs, values, or interests allows us to express our identity and seek validation from others who share similar viewpoints.

Safety is a primal motivation that drives individuals to share. When we sense danger or threats to our well-being, our brains are wired to pay attention. Platforms like Nextdoor and Citizen have experienced growth because people want to stay informed about potential threats in their neighborhoods. Sharing information related to safety allows individuals to protect themselves and their communities.

Order is another motivation for sharing. People who are naturally organized and seek to optimize their world are highly motivated to share tools and resources that help them achieve this goal. By sharing organizational tools, individuals not only appear more efficient and competent, but they also help others adopt the same protocol of organization.

Novelty plays a significant role in driving sharing behavior. We are always on the lookout for the next new thing, as it gives us a sense of being ahead of the curve. Sharing new products or information allows individuals to demonstrate their openness to new experiences and positions them as early adopters.

Validation and self-esteem are fundamental motivations for sharing. We all want to feel good about ourselves and our place in the world. Sharing content that showcases our achievements, intelligence, or worthiness allows us to seek validation and boost our self-esteem. It's a way of saying, "Look at me, I'm doing great!"

Voyeurism, or the desire to experience things vicariously, also drives sharing behavior. People share content that allows others to live through their experiences, whether it's the exhilaration of a skydiving adventure or the joy of a delicious meal. By sharing these experiences, individuals can bring a sense of enjoyment or even schadenfreude to their networks.

Understanding these motivations is crucial for anyone looking to create viral growth. By incorporating these psychological drivers into product design and marketing strategies, businesses can tap into the power of network effects. The key is to reduce the friction to sharing, making it effortless and beneficial for individuals to share content.

Now, let's shift our focus to the DHM model (Delight, Hard-to-copy, Margin-enhance) and how it relates to viral growth. The DHM model is a framework that helps businesses think through how to make their products viral by incorporating elements that create network effects.

Delight is at the core of viral growth. When designing a product, businesses should consider how it delights customers both now and in the future. What unique features or experiences can they provide that will make customers want to share the product with their networks? By focusing on delight, businesses can create an emotional connection with customers that motivates them to spread the word.

Creating a hard-to-copy advantage is another essential component of the DHM model. Businesses should strive to offer something that competitors cannot easily replicate. This could be through brand building, network effects, economies of scale, counter-positioning, unique technology, switching costs, or captured resources. By having a distinct advantage, businesses increase the likelihood of their product going viral.

Margin-enhancement is the final aspect of the DHM model. Businesses should explore pricing and business model experiments that not only drive profitability but also incentivize sharing. By creating a win-win situation where both the sharer and the audience benefit, businesses can maximize the viral potential of their product.

In conclusion, the psychology behind why people share and the DHM model are interconnected when it comes to achieving viral growth. By understanding the motivations that drive sharing behavior, businesses can design products and marketing campaigns that align with these psychological drivers. Incorporating elements of delight, hard-to-copy advantages, and margin-enhancement into product design and pricing strategies can significantly increase the chances of a product going viral.

To apply this knowledge to your own endeavors, here are three actionable pieces of advice:

1. Focus on creating content that taps into the motivations of status, identity, and validation. Craft your messaging and visuals in a way that allows individuals to showcase their achievements or align themselves with respected figures.

2. Reduce the friction to sharing by making it effortless and beneficial. Consider implementing features that allow users to easily share content with their networks with just a click of a button. Offer incentives for sharing, such as exclusive access or rewards.

3. Incorporate elements of delight, hard-to-copy advantages, and margin-enhancement into your product design and pricing strategies. Continuously innovate and find ways to provide a unique and memorable experience for your customers. Experiment with pricing models that incentivize sharing and create a win-win situation for both the sharer and the audience.

By understanding the psychology behind why people share and leveraging the principles of the DHM model, you can increase the chances of your product going viral and reaching a wider audience. So, go ahead and make your product broken unless people share!