Creating viral content is a dream for many content creators and marketers. It’s a way to quickly gain attention, increase brand awareness, and drive traffic to your website. However, creating viral content is easier said than done.
While you can’t guarantee virality, understanding the psychology behind viral content can help increase your chances of creating something that resonates with your audience and spreads like wildfire.
In this article, we’ll explore the art of creating viral content and the psychology of virality, including:
- The emotions that drive virality
- The role of surprise and novelty
- The importance of social currency
- The power of storytelling
- The impact of visual and interactive elements
Let’s dive in!
The Emotions that Drive Virality
One of the most powerful drivers of virality is emotion. Viral content tends to evoke strong emotions in people, such as awe, laughter, joy, anger, surprise, or inspiration. When people feel strongly about something, they’re more likely to share it with others and spread the word.
But not all emotions are created equal when it comes to virality. According to research, positive emotions tend to be more viral than negative emotions. Content that makes people feel happy, inspired, or amazed is more likely to be shared than content that makes people feel sad, angry, or anxious.
However, there are exceptions to this rule. Sometimes, negative emotions can also drive virality, especially when the content is related to controversial or polarizing topics, or when it challenges people’s beliefs or assumptions.
The Role of Surprise and Novelty
Surprise and novelty are also important factors in creating viral content. When people encounter something unexpected, they are more likely to pay attention and share it with others. Novelty can also make content more memorable, and it can help it stand out in a sea of similar content. By incorporating unexpected twists or unique angles into your content, you can increase its chances of going viral.
The Importance of Social Currency
Social currency refers to the perceived value of sharing content with others. People are more likely to share content that makes them look good, feel smart, or seem cool. By creating content that offers social currency, you can increase its potential for virality.
For example, you can create content that showcases insider knowledge or exclusive access, or that offers a unique perspective on a popular topic.
The Power of Storytelling
Storytelling is a powerful tool for creating emotional connections with your audience. By telling a compelling story, you can engage your audience on a deeper level and increase the likelihood that they will share your content.
A good story has a clear narrative arc, memorable characters, and a strong emotional payoff. By weaving storytelling elements into your content, you can make it more engaging and shareable.
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The Impact of Visual and Interactive Elements
Visual and interactive elements can also increase the virality of your content. People are more likely to engage with content that is visually appealing or interactive. Visuals, such as images, videos, or infographics, can make your content more eye-catching and shareable.
Interactive elements, such as quizzes, polls, or interactive maps, can also increase engagement and encourage sharing.
6 Tips to Increase Your Odds of Going Viral
There are some common elements that viral content tends to share. By understanding these elements and the psychology of virality, you can increase your chances of creating content that has the potential to go viral.
- Trigger Emotions
One of the key elements of viral content is its ability to evoke emotions in the audience. People are more likely to share content that makes them feel something, whether it’s happiness, anger, inspiration, or surprise. A study by Jonah Berger, a marketing professor at the Wharton School, found that content that evokes high-arousal emotions (such as awe or excitement) is more likely to go viral.
- Appeal to Identity
People are more likely to share content that reinforces their identity or values. By creating content that aligns with your audience’s identity, you can tap into their motivation to share and amplify your message.
For example, Dove’s “Real Beauty” campaign went viral because it tapped into women’s desire for a positive self-image and challenged traditional beauty standards.
- Offer Practical Value
Viral content often offers practical value to the audience, whether it’s in the form of tips, advice, or insights. By providing something useful to your audience, you can increase the likelihood of your content being shared and bookmarked for future reference.
- Be Unique and Unexpected
People are bombarded with content daily, so it’s important to create something that stands out and grabs their attention. By being unique and unexpected, you can break through the noise and capture your audience’s interest.
This could mean using a creative format (such as a quiz or interactive game), taking a controversial stance, or presenting information in a surprising way.
- Tap into Trends and Current Events
Creating content that ties into current events or trending topics can help increase its virality. By tapping into what’s top of mind for your audience, you can create content that feels timely and relevant. However, be careful not to force a connection or exploit a sensitive topic for the sake of virality.
- Make it Shareable
Finally, make it easy for people to share your content by including social sharing buttons and clear calls to action. Encourage people to share by asking them to tag a friend or use a branded hashtag.
Additionally, make sure your content is optimized for different social media platforms and can be easily consumed on mobile devices to increase your chance of going viral.