Why People Share: The Science Behind Viral Content
The science behind viral content is rooted in understanding consumer behaviour. At its core is human psychology and behaviour, the reason why people choose to share certain posts, videos, or articles over others.
The Emotional Trigger
Humans are emotional beings. Individuals are naturally drawn to content that evokes strong feelings, whether it is joy, laughter, or awe. This emotional resonance not only forges connections but also transforms passive viewers into active ambassadors, eager to extend those feelings to their own personal social network.
For instance, consider the power of animal videos. Watching a playful puppy or a heartwarming rescue story elicits joy, triggering dopamine, the brain’s natural "feel-good" chemical. This emotional elevation inspires an innate desire to share, creating a ripple effect that amplifies the content’s reach and impact.
The Data-Driven Proof
A study by HuffPost analysed 10,000 of the most shared articles and uncovered the emotional drivers that inspire people to hit the "share" button. Three emotions dominated:
Awe (25%): Content that amazes or inspires.
Laughter (17%): Humour remains one of the most powerful tools for connection.
Amusement (15%): Lighthearted, entertaining content that is easy to consume.
The Role of Novelty
Novelty and surprise are key for capturing attention in a crowded feed and evoking positive emotions. For example, Spotify Wrapped, the annual personalised summary of listening habits, marries nostalgia and self-reflection. By evoking memories and celebrating individuality, Spotify taps into an emotional current, encouraging users to share their bespoke stories. It results in an organic promotion for Spotify, as users eagerly share their unique Wrapped stories.
The Power of Storytelling
At the heart of viral content is the art of storytelling. Stories have the power to captivate, engage, and create emotional bonds. Whether it’s a brand narrative, a personal journey, or an inspiring achievement, storytelling serves as a bridge to human emotion, evoking a desire to connect through shared experiences.
