We live in a world where a simple dance video or a cat meme can reach millions of people and become a conversation starter very easily. But what makes this happen? Why do certain videos and pictures go viral, while others fail to gain that attention? What makes things stick in our minds and go global? The answer to these questions is an interplay of multiple things: emotions, relatability, practicality, relevance, timing, etc.
The combination of these makes us want to share the content with others, as well as makes it memorable. Thus, making it go viral, which is the very rapid spread or popularisation of any content by making it likely to be shared from one person to another, through the internet.
Emotional Contagion: The Heart of Virality
At the heart of virality lies emotion. Whether it is a touching story that brings you to tears or a funny clip that makes you laugh out loud, any content that evokes strong emotions is more likely to be shared on social media. As humans, we have a natural tendency to relate to others with emotions; whether it be being sad for someone’s loss or being proud of someone’s successes, emotions bind us together.
Many researchers have found a similar result – people are more likely to forward content that evokes a strong emotional response compared to neutral content. Thereby creating a sort of emotional contagion, i.e., emotions when shared can “spread” among people (Guadagno et al., 2013). Studies have also concluded that content evoking positive emotions is likely to be more viral than those evoking negative emotions.
That is, people are more likely to share any video, picture, meme, etc. that made them smile or laugh or was just heartwarming than the ones that elicit any negative response. Additionally, it was also found that stories that induce anxiety or anger are most likely to go viral in terms of negative content. Thus, content that evokes high arousal emotions is shared more often and hence is more viral (Berger, 2011; Berger & Milkman, 2011).
Read More: Emotional Contagion in pets: How dogs and cats can absorb Human stress
The Power of Relatability
To express their feelings and experiences, people are more likely to share content that they relate to. Relatability makes people go “same”, “so true”, or “that is so me”. This fosters a connection between the content creator and the audience. This makes it more likely for such content to stick in people’s minds. Subsequently, people are also more likely to engage with such content, thus making it viral. The best example of this is memes. Adam Mosseri, the head of Instagram, said, “memes are one of the most shared types of content”.
This is precisely because they convey relatable parts of life in a fun and humorous way. Creators take everyday experiences and add humour to them, thereby making people see them without any negative connotation. People relate to these memes and share them under the belief that the other person may share their feelings and have a good laugh as well. The sharing of such content humanises the creators in the audience’s eyes and also attracts a larger audience (Atayeva, 2024; Mikolajczyk et al., 2025).
Read More: The Psychology Behind Viral Trends and Why We Follow Them
Practical Value of the Content
Useful and informative content is more likely to be shared. The practical value of anything posted on the internet also determines or influences its virality. The audience is more likely to like, share, and save content that provides them with helpful tips and tricks. This includes life hacks, how-to guides, recipes, tips, and things not to do. People enjoy sharing useful content because it not only allows them to help others but also makes them feel smarter, knowledgeable, and helpful.
Sharing this in social circles strengthens their bonds as well. Thus, any content that serves some purpose has a higher chance of virality. Useful information is also more memorable and more likely to be acted on (Berger & Milkman, 2013; Kim, 2015). And if this content is in a very easily digestible and visually appealing format, that is much better. Since it becomes clearer and easier to understand.
Read More: Media Psychology: Influence of Media on Behaviour and Perception
Content as Social Currency
Humans are fundamentally social beings who have an innate desire to connect with people and belong. Sharing content on social media platforms essentially allows this. By sharing certain content, we are thus showcasing our values, beliefs, and interests to the world. This, in turn, shapes how others perceive someone and enhances their social standing amongst people who think alike.
Individuals are more likely to share content that sheds a positive light on them or their social groups, thus explaining how sharing content acts as a form of social currency, where an individual’s primary goal is to remain in positive light (Ward et al., 2022). If a certain type of shared content receives positive feedback and encouragement, people are more likely to share content similar to it (Brudner et al., 2022). The practical value of any content also makes the person sharing it look informed, smart, helpful, and resourceful.
This enhances their social status, as it also helps them look good (Guadagno et al., 2013). Virality also flourishes on exclusivity. So, when people feel like a part of some inside joke or trending movement, it makes them feel better to know something that everyone else does not. And sharing this is much more likely to boost their egos further. Online behaviour also tends to be contagious, in the sense that if people see that a video has millions of views or if their friends have liked or shared it, they are more likely to engage with it (Sampson, 2012).
Read More: The Importance of Socialisation in Influencing Human Behaviour
The Role of Timing in Virality
Sometimes, virality also tends to depend on when rather than just the what. Content that is related to a hot topic, cultural moment, global event, or trending news has a higher chance of going viral. It makes people feel that this certain message is especially relevant and useful at the particular moment. Such as, hacks to prevent getting coronavirus won’t become viral at the current date. On the other hand, since protein intake is trending and a topic of high concern, high-protein and easy-to-make recipes are likely to go viral.
Additionally, posting content at a time when a lot of people are likely to be online will further increase the likelihood of it going viral. These times for most of the social media platforms tend to be early morning or at night, since people frequently tend to check their phones as soon as they wake up and before going to bed. Since the hotness of a topic is also not guaranteed, it becomes essential to keep up with what is trending and post accordingly to boost the likelihood of their content reaching a wider audience (Berger & Milkman, 2011).
Read More: Why should we talk about Media Framing?
Conclusion
While many things tend to go viral in the current world of ours, it is helpful to understand why some things grab everyone’s attention and are the talk of the town, while others aren’t. The virality of any content depends on the combination of various factors, attributed to both the creator as well as the consumer. One of the major reasons behind internet virality is the emotional aspect.
Certain content that leads to a high emotional reaction, positive or negative, is more likely to go viral. So is content that is relatable, useful, and relevant. The virality of any content also depends on where it makes you stand socially and when it was posted. Thus, it becomes important to understand your target audience and cater to them. To change and mould your content according to their requirements to increase the chances of virality.
References +
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