When scrolling through social media pages, users often come across various posts. Some draw their attention, while others don't, and they simply scroll past them. Social media users also find other fascinating posts they feel bound to share. This often leads to the question: What drives social media users to share content that goes viral while ignoring others? 

The truth is that content doesn't just go viral by mistake. Some psychological triggers influence the behavior of social media users. When you understand these triggers, you can understand how to create content that resonates with your target audience and reaches a broader audience. This article examines viral psychology and what makes certain content go viral and get shared.

Features that Contribute to the Sharing of Content

There are certain features of social media content that make people share it. These include:

An Emotional Hook

Viral content is often driven by emotions. It consists of content that elicits strong emotions, whether positive or negative. Social media users share content more often than mundane or neutral content. Research shows that content that evokes high-arousal emotions, such as anger, amusement, fear, or awe, is often shared.

 If you want to create such content, consider the following options:

• Awe-inspiring content. These are stories that elicit a feeling of awe, such as incredible landscapes, outstanding scientific discoveries, and extraordinary achievements.
• Funny content. Whether it's funny memes, humorous videos, or witty tweets, these are quickly shared as people seek to share these moments with their friends.
• Outrage and anger. Controversial news, injustices, or political scandals spark a lot of sharing. 
• Positive emotions. Not only negative emotions can spark sharing. Positive emotions such as admiration, inspiration, or joy can fuel content virality. When people come across uplifting messages that make them feel better, they share them more. 

Therefore, before creating a social media post, consider the emotions you are trying to elicit. Ensure that these are high-arousing emotions that touch your audience’s emotions. 

Social Currency

We love people seeing us in a particular way, such as knowledgeable, insightful, socially aware, or funny. When we share social media content, we show how we want people to perceive it —a concept referred to as social currency. When you see people sharing thoughts, providing articles, cutting-edge news, or insightful comments, it's because this is the information they want to be associated with. You can also leverage social currency in your posts by sharing:

• Unique insights. If your content makes your audience look well informed, they will likely share it.
• Exclusive content. Content that provides breaking news, insider knowledge, or a fresh perspective will make people share it as a demonstration of their expertise.
• Identify and values. If your content aligns with someone's identity and values, such as fitness, entrepreneurship, or sustainability, they will share it.

In other words, content that makes people feel good about themselves is more likely to be shared, increasing its chances of going viral.

Useful Content

Content that offers value to users is also likely to be shared. This could be financial tips, life hacks, or simple recipes people won't want to miss. This is one of the reasons why DIY tips, how-to videos, or expert advice threads perform exceedingly well, as they solve people’s problems fast. To leverage this tip:

• Offer actionable tips. This could include easy ways to make a million, tips for getting a better sleep, and other practical tips that make the internet shareable.
• Make the tops easy to absorb. If the tips are easy to absorb, people are more likely to share them. Therefore, ensure the content is in bullet points, short videos, or infographics. 
• Create listicles. Content in listicles, such as three simple hacks or a Top 10, gets shared easily because it is easy to consume. Therefore, ensure that you are teaching something important, simple and clear, that can easily be shared.

Use Storytelling

Human beings love stories. They don't just profess information but connect emotionally with it as long as it's presented compellingly. This is why thought leaders and brand influencers use storytelling as a content strategy. To increase the chances of people sharing your stories in TikTok marketing, make sure they are:

• Relatable. People who share stories have to see themselves in them. If the story reflects the struggles, experiences, or aspirations of others, they are more likely to share it.
• Emotional connection. Powerful and well-told stories can elicit admiration and empathy, increasing their chances of going viral.
• Unexpected twists. If a story has an unpredictable turn, it generates curiosity and higher engagement. 

Ensure that the story you tell resonates on a human level to increase the chances of it going viral.

Fomo or Social Proof

When people see the content of people doing something, they are more likely to engage with it. This is what social proof is all about. That's why people often react to content with a high engagement rate. You can use social proof to:

• Highlight numbers. When you begin your article with a statement like “Over one million people have read this,” you can instantly boost your credibility.
• Share UGC. When your audience sees that other people are sharing your content, they are also likely to share it.
• Drive engagement. Encourage your audience to like, share, and comment on your content, as this increases the chances of it being shared.

Share Timely and Relevant Content

Another reason why content often goes viral is that it is posted at the right time. Social media users share content that is relevant and timely. To leverage timely content:

• Use trending topics. These could be cultural events, global events, or viral challenges that increase the chance of your content getting noticed. 
• Stay seasonal. If there is a season, holiday, or special event, you can share such content to improve its information.
• React fast. If you respond to trends fast, you increase the chances of the content taking off.

Therefore, stay updated on trends and keep your content aligned accordingly.

Add a Call to Action

At times, people may want to share your content, but end up forgetting. Therefore, don't just assume they will share the content if they love it. Remind them to share. You can do that by:

• Asking explicitly. Remind them to share the content with their friends if they find it useful. This increases the chances of the content getting shared as compared to when you sit back and hope it gets shared. 
• Add a sense of urgency. Use words like “the offer only lasts for 24 hours” to encourage people to act fast.
• Add the share button. Having a share button with clever instructions can increase the chances of people sharing the content.

In Conclusion

Before creating your next content, ask yourself if it resonates with people's emotions. Will the content make them feel smarter if they share it, or does it elicit happiness, sadness, or fear? When you do that, you can increase the chances that the content will go viral. You should be able to do that by reading our guide.