When it comes to social media content, every brand and marketer has the same lofty dream: to go viral. Whether it’s creating a trend that people can’t get enough of on TikTok, a graphic that garners millions of shares, or starting a movement that shifts online culture, serious social media marketers spend years waiting for their big viral break to come and change their lives.
It should go without saying, but going viral ain’t easy!
Creating viral content is more of an art than a science. It’s really not as simple as jumping on the latest trending audio or nailing the choreography to the dance of the moment.
Emotions Content Must Evoke To Go Viral
At its core, viral content taps into human emotions—those deep-seated feelings that compel us to hit the share button. We recently came across this graph from Salesforce and couldn’t help but be inspired. The study takes a deep dive into what content needs to evoke in order to go viral and the psychology of why people share online. So, for today’s blog, we thought we’d break it down for you! After all, we’re your social media cheerleaders and want everyone to experience a piece of the viral pie.
Let’s start with the eight emotions that can lead to virality.
Trust: Building a Foundation of Connection
When people trust your content, they’re more likely to share it. Trust comes from emotions like acceptance, tolerance, and admiration. When your audience feels that your message aligns with their values or that it’s coming from a credible source, they’ll want to pass it along. To foster this, ensure your content is honest, transparent, and respectful of diverse perspectives.
Fear: The Power of Instinctual Reaction
Fear is a primal emotion that grabs attention and demands a response. Fear-based content can spread rapidly because it triggers a strong survival instinct, whether it's fright, panic, or dismay. When used ethically, fear can highlight urgent issues or potential dangers that prompt people to share as a warning to others. However, balance is key—too much fear can overwhelm rather than engage.
Surprise: The Element of the Unexpected
Surprise is the spark that keeps content fresh and engaging. When people experience amazement, astonishment, or even distraction, they’re compelled to share that feeling with others. Content that defies expectations offers an unexpected twist, or reveals something previously unknown is more likely to go viral. Always aim to include a touch of the unexpected to keep your audience hooked.
Sadness: Resonating with the Heart
Though a heavy emotion, sadness can be incredibly powerful when used appropriately. Content that evokes sorrow taps into empathy and compassion, leading people to share stories that highlight struggles, injustices, or deep personal losses. Sharing such content allows people to connect over shared experiences or rally support for a cause. It’s about creating a moment of collective empathy.
Disgust: Stirring a Strong Emotional Response
Disgust might not seem like an emotion you’d want to evoke, but it can be highly effective. Feelings of revulsion or dislike can compel people to share content as a way to warn or criticize. It’s a reaction to something that feels morally or ethically wrong, and by sharing it, people seek to distance themselves from the perceived wrongdoing while drawing attention to it.
Anger: Fueling the Fire of Engagement
Anger is a powerful motivator for sharing content. When people feel outraged or indignant, they are driven to express that emotion and rally others to their cause. Content that evokes anger often highlights injustices, social issues, or controversial topics, prompting people to share as a form of protest or to spark a larger conversation. While anger can be a double-edged sword, it can create a strong wave of engagement and drive significant visibility when used carefully.
Anticipation: Building Excitement and Engagement
Anticipation is all about creating a sense of suspense or eagerness. When content teases future outcomes, builds excitement for upcoming events, or hints at something just around the corner, it captures the audience’s attention and keeps them coming back for more. Content that effectively builds anticipation encourages people to share their excitement with others, creating a ripple effect of engagement.
Joy: Spreading Positivity and Happiness
Joy is arguably the most shareable emotion. When content brings happiness, whether through humor, uplifting stories, or positive affirmations, it’s likely to go viral because people love sharing things that make them feel good. Joyful content uplifts the sharer and brightens the day of those who receive it, making it the perfect recipe for viral success.
Why People Share Online
People share online for several reasons, all of which are deeply rooted in human psychology and social behavior. One of the most common motivations is to entertain. We all enjoy sharing a good laugh or an inspiring moment with others, and when we find content that resonates, we naturally want to spread that joy.
Beyond entertainment, sharing is also a way for people to express themselves. Social media offers a platform for individuals to showcase their personalities, beliefs, and values, and sharing content that aligns with these elements helps them do just that.
Another main reason people share is to evoke emotions in others—whether it's to make someone laugh, cry, or think deeply, sharing allows us to connect with others on an emotional level.
Finally, education plays a significant role. Many people share content that they believe can teach others something valuable, whether it’s a new perspective, important information, or a life lesson. These motivations highlight the social nature of sharing and the desire to connect, inform, and inspire others through content.
What Content Do People Prefer?
When it comes to the type of content people prefer to share, there’s a clear trend towards positivity. According to a study, 69.9% of people are more likely to share positive content, compared to just 7.7% who favor negative content. The remaining percentage reflects a preference for neutral content that neither uplifts nor deflates.
This overwhelming favoritism towards positive content isn’t surprising—people naturally gravitate towards things that make them feel good and want to share that feeling with others. Whether it’s a heartwarming story, an inspirational quote, or a funny video, positive content brightens the day of those who share it and spreads that light to others, making it a key driver of virality in the digital world.
The psychology of sharing is a fascinating blend of emotion, connection, and social behavior. By understanding why people share and what types of content resonate most, brands and marketers can better tailor their strategies to create content that reaches their audience and compels them to hit that share button. Whether it’s building trust, sparking joy, or igniting anticipation, the key to virality lies in tapping into the emotions that drive human interaction. So, as you craft your next piece of content, remember to think about the feelings it will evoke—because, at the end of the day, it’s not just about what you’re saying; it’s how you make people feel.
