{"id":530532122,"date":"2024-10-17T11:00:40","date_gmt":"2024-10-17T15:00:40","guid":{"rendered":"https:\/\/contently.com\/?p=530532122"},"modified":"2024-10-15T12:43:02","modified_gmt":"2024-10-15T16:43:02","slug":"what-makes-online-content-viral-the-psychology-behind-shares","status":"publish","type":"post","link":"https:\/\/contently.com\/2024\/10\/17\/what-makes-online-content-viral-the-psychology-behind-shares\/","title":{"rendered":"What Makes Online Content Viral? The Psychology Behind Shares"},"content":{"rendered":"

In less than a year, Google’s \u201c25 Years in Search\u201d video racked up a whopping 353 million views on YouTube. And that’s not by accident. Humans are hardwired to share content that reflects their identity, evokes emotion, makes them feel nostalgic, or connects them to others. Google’s video taps directly into these impulses, resulting in irresistibly shareable content.<\/p>\n

While there\u2019s no magic formula for creating viral content, understanding the deep psychological triggers that drive people to share is a powerful first step. Here\u2019s a look at the psychology behind what makes online content viral and how you can leverage it to turn your content into the talk of the internet.<\/p>\n

People share messages that matter<\/h2>\n

So, what makes online content viral, anyway?<\/p>\n

Viral content tends to contain messages people feel are meaningful to their lives or society at large, according to a 2023 report<\/a>. It analyzed six studies about online content sharing and found that people were more motivated to share content when it had inherently valuable messages for others.<\/p>\n

Put into action, a brand that shares a generic post about the features of its products might fall flat. But if you focus on how your brand empowers people or addresses a real-life concern of your customers, you might get your moment of virality.<\/p>\n

Case in point: AARP’s “Going Tiny” campaign. The YouTube series<\/a> and accompanying articles<\/a> focused on the big possibilities that could come as a result of downsizing. Rather than focusing on how it’s a difficult, sometimes emotionally-wrought decision, the campaign showcased the meaningful outcomes \u2014 like deeper family connections, financial flexibility, and sustainability \u2014 that real seniors experienced after moving to a smaller (or in this case, tiny!) home. The stories resonated with AARP’s audience, with videos garnering hundreds of thousands of views.<\/p>\n

Embrace this strategy with care. If your sentiment doesn\u2019t feel genuine, the content could backfire and cause harm to your brand. Create content that focuses on the real-world impact of initiatives your brand is working on, tells authentic stories, and takes a stand on issues that align with your brand\u2019s core values.<\/p>\n

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Strong emotions lead to viral content<\/h2>\n

Ever notice how the internet explodes over heartwarming stories or fiery rants? Content that packs an emotional punch\u2014whether it\u2019s joy, outrage, or awe\u2014consistently drives more shares than neutral content, according to \u201cEmotions in the Digital World<\/a>.\u201d<\/p>\n

The book explains that we\u2019re inherently driven to share emotional content because it gives us a cathartic release and helps us make sense of our experience. The more intense the emotion, the greater the need we feel to share it with others.<\/p>\n

Marriott Bonvoy used this strategy with its sort documentary series, “The Power of Trave<\/a>l.” This branded content series deep, emotional stories of travelers who experienced personal transformation, along with joy, healing, and connection during their trips. It was a huge success for Marriott Bonvoy, who saw an uptick in organic reach after the series debuted.<\/p>\n

For inspiration, check out the Feelings Wheel<\/a>. It can give you examples of strong emotions that you could explore to try to create viral content marketing assets for your brand.<\/p>\n

We share content that induces nostalgia<\/h2>\n

Research from the consumer insights platform GWI<\/a> found that 15 percent of Gen Zs prefer to think about the past rather than the future, and nearly as many Millennials feel the same. It makes sense \u2014 after a few turbulent years, people crave reminders of earlier times for a sense of comfort and escape.<\/p>\n

Hence why Google\u2019s nostalgia-inducing \u201c25 Years in Search\u201d<\/a> might be so popular. Sure, curiosity about what we\u2019ve been searching for online certainly made some people watch the video. But the real reason why it\u2019s been watched so many times is because it reminds viewers of happier times in the past. The Google video takes us on a walk down memory lane through Pok\u00e9mon and Harry Potter to Beyonc\u00e9, the “Barbie” movie, and Taylor Swift.\u00a0Watching it feels like a warm hug.<\/p>\n

To put this strategy into action, think about ways your brand\u2019s content can remind your target audience of simpler times and trigger feelings of nostalgia. This might include:<\/p>\n