The psychology behind viral content on social media

By Samuel OWUSU-EDUOMI

Imagine you’re scrolling through your social media feed on a lazy Sunday afternoon, and you come across a video of a cat doing a hilarious dance. Within seconds, you’re chuckling uncontrollably and instinctively hit the share button to spread the laughter to your friends.

As the day goes on, you notice that same video appearing over and over in your feed, racking up likes, comments and shares from all corners of the Internet.

It seems like everyone you know has seen it, shared it or commented on it. How did this simple, amusing clip manage to capture such widespread attention and dominate your feed?

Have you ever wondered what makes some content go viral while other posts languish in obscurity, barely seen by anyone? What causes certain videos, images, articles and memes to spread like wildfire across social media, captivating millions of users seemingly overnight?

Let’s delve into the fascinating psychology behind viral content on social media. We will uncover the secret ingredients that make certain posts explode with popularity and examine the underlying psychological mechanisms that drive this phenomenon.

What is viral content?

First things first, let’s clarify what we mean by ‘viral content’. Viral content refers to any piece of media—be it a video, image, article or meme—that rapidly gains popularity through widespread sharing on social media platforms.

These posts capture the collective attention and imagination of users, prompting them to engage, share and spread the content across their networks at an exponential rate. But what psychological mechanisms drive this phenomenon?

What are the factors that turn an ordinary piece of content into an Internet sensation? Let’s break it down and explore the various elements that contribute to the virality of social media content.

Emotional engagement: Tugging at heartstrings and funny bones

One of the most powerful triggers for virality is emotional engagement. Content that evokes strong emotions, whether it’s laughter, awe, anger or sadness, is more likely to be shared. This is because emotions play a crucial role in our decision-making processes, including the decision to share content.

In the Ghanaian context where storytelling and communal sharing are deeply ingrained in our culture, understanding these emotional triggers can help us create and share content that resonates widely.

Positive emotions

Think about videos of adorable puppies, heartwarming stories of human kindness, or awe-inspiring natural phenomena. These types of content generate positive emotions such as joy, excitement and amusement. When we experience these feelings, we are motivated to share the content with others to spread the joy and reinforce our social connections. Research shows that content that elicits high-arousal positive emotions is particularly likely to go viral.

For instance, a video showcasing the beauty of Ghana’s landscapes or the vibrant energy of a local festival like the Chale Wote Street Art Festival can evoke pride and happiness. These positive feelings drive us to share such content, celebrating our culture and heritage with the world. Similarly, stories of local heroes or community efforts to uplift the underprivileged can inspire and motivate others, prompting widespread sharing and engagement.

Negative emotions

On the flip side, content that evokes strong negative emotions, such as outrage or fear, can also go viral. For example, news stories about social injustices or environmental disasters often gain traction because they provoke a strong emotional response. Sharing such content can serve as a form of social activism or a way to mobilise support for a cause.

In Ghana, issues like illegal mining (galamsey) or the mistreatment of market women can spark outrage and drive viral sharing. When people are passionate about addressing these issues, they share content to raise awareness and call for action.

However, it’s essential to note that negative emotions need to be balanced; too much negativity can lead to disengagement or backlash. Constructive discussions and solutions-oriented content tend to foster more sustainable engagement.

Social currency: Sharing for status

Another key factor behind viral content is the concept of social currency. Social currency refers to the value that content brings to its sharer in terms of enhancing their social standing or identity. When people share content that makes them look knowledgeable, funny or in-the-know, they earn social currency among their peers.

Unique and interesting content

Content that is unique, novel or surprising often provides high social currency. When someone shares an interesting fact, a cutting-edge trend or a funny meme, it signals to their social network that they are a source of valuable and entertaining information. This boosts their social status and encourages others to follow and engage with their future posts.

In Ghana, unique content could range from fascinating aspects of our traditional customs and folklore to innovative tech solutions emerging from local start-ups. Sharing these stories not only highlights the sharer’s insight, but also promotes a positive image of Ghana on a global platform.

Self-expression

Social media platforms offer individuals a way to express their identities and values. Content that aligns with a person’s beliefs, interests or aspirations is more likely to be shared because it allows the sharer to communicate something about themselves to their audience. For example, sharing posts about environmental conservation can signal that someone is eco-conscious and socially responsible.

For Ghanaians, this could mean sharing posts about initiatives like the Year of Return, which celebrates African heritage; or supporting local brands and artists. By doing so, individuals express their pride in their cultural identity and contribute to the larger narrative of Ghana’s progress and unity.

The power of storytelling

Humans are natural storytellers. We are wired to understand and remember information better when it is presented in a narrative format. Viral content often harnesses the power of storytelling to captivate and engage audiences.

Relatable narratives

Stories that are relatable and resonate with a broad audience have a higher chance of going viral. These stories often feature common experiences or universal themes, such as love, struggle and triumph. When people see themselves or their experiences reflected in a story, they are more likely to share it with others who might also relate.

In Ghana, relatable narratives might include stories of everyday resilience, such as a young entrepreneur overcoming obstacles to start a business or a community coming together to celebrate a local festival. These narratives resonate deeply because they reflect shared experiences and cultural values.

Compelling characters

Characters play a crucial role in storytelling. Viral content often features compelling characters that evoke empathy or admiration. Whether it’s a heroic figure, a lovable animal or an everyday person overcoming great odds, these characters help to create an emotional connection with the audience, driving them to share the content.

Consider the story of a Ghanaian student who wins an international science competition or a local farmer who implements innovative techniques to increase crop yields. These characters inspire and connect with the audience on a personal level, making the content more likely to be shared widely.

The role of social proof

Social proof is a powerful psychological phenomenon where people look to others to guide their actions and decisions.

In the context of social media, social proof plays a crucial role in determining what content gains traction and goes viral. When a post already has a high number of likes, shares or comments, it signals to others that the content is worth their attention, creating a snowball effect.

This growing popularity encourages more people to engage with it, leading to exponential growth in visibility and interaction.

Bandwagon effect

The bandwagon effect is a specific type of social proof where individuals adopt a trend or behaviour because they see others doing the same. This effect is particularly potent on social media, where visibility of engagement is immediate and widespread.

For instance, if you see that a video or post has thousands of shares and comments, you’re more likely to view and engage with it yourself, driven by a fear of missing out or the desire to be part of a popular trend.

In Ghana, this effect is amplified when influencers or celebrities share content. Their large followings and perceived authority lend credibility and increase the reach of the content.

For example, when a well-known Ghanaian musician or actor shares a video or meme, their endorsement can propel it to viral status. People trust the judgment of these figures and are more inclined to engage with content they promote, further fuelling the bandwagon effect.

User-generated content

Encouraging user-generated content (UGC) is another effective way to amplify social proof. When people see their peers contributing to a trend, challenge or conversation, they are more likely to join in. This participatory culture boosts engagement and helps content reach a wider audience.

In Ghana, UGC can take many forms, from participating in dance challenges to sharing personal stories related to national events or local festivals. For instance, during the annual Homowo festival, users might share their experiences, photos and videos, contributing to a collective narrative that gains traction and spreads widely. This type of content not only enhances social proof, but also fosters a sense of community and shared experience.

Practical utility: Content with value

Content that provides practical value, such as tips, hacks or informative guides, is highly shareable. People are naturally inclined to share useful information that can benefit others, appealing to our innate desire to help and inform our social networks.

How-to guides and tutorials

Step-by-step guides, tutorials and life hacks are prime examples of practical utility content. These posts offer immediate value and are often saved, shared and referenced repeatedly. For example, a video tutorial on how to cook a quick and healthy meal can go viral because it addresses a common need and provides a clear solution.

In Ghana, practical utility content could include tutorials on traditional cooking methods, tips on sustainable farming practices, or guides to mastering local crafts. Such content resonates deeply because it is both relevant and useful, encouraging people to share it with their networks.

Data and insights

Infographics, research findings and expert insights also fall into the category of practical utility. Sharing data-driven content allows individuals to disseminate valuable knowledge and insights, positioning themselves as informed and resourceful members of their social networks.

For instance, infographics on the benefits of renewable energy in Ghana or research findings on local agricultural advancements can be highly shareable. This type of content not only informs but also empowers the audience, driving engagement and discussions around important topics.

Humour and entertainment: The joy of laughter

The universal appeal of humour and entertainment is undeniable. Funny videos, memes and clever jokes often achieve viral status because they provide a much-needed break from the daily grind and spread joy.

Memes and viral challenges

Memes and viral challenges are particularly effective at engaging audiences. They often involve a participatory element, inviting users to create and share their own versions. This interactive aspect not only boosts engagement, but also fosters a sense of community and shared experience.

In Ghana, popular memes often draw on local culture, language and societal norms, making them highly relatable and shareable. Viral challenges, such as dance challenges to Afrobeats or Azonto music, encourage participation and creativity, spreading rapidly across social media platforms.

Light-hearted content

In times of stress or uncertainty, people often turn to light-hearted and entertaining content for relief. Funny animal videos, comedic skits and playful pranks provide a quick escape; and are readily shared to spread the laughter.

For example, during challenging times, Ghanaians might share humorous videos of everyday life, comedic takes on current events, or clips of children’s playful antics. This type of content not only provides a temporary reprieve, but also strengthens social bonds by bringing people together through shared laughter.

Conclusion

Understanding the psychology behind viral content on social media reveals the powerful role of emotional engagement, social proof, practical utility and humour. In Ghana where storytelling and communal sharing are integral to our culture, leveraging these elements can help create and spread content that resonates widely.

By tapping into the emotions of joy, pride, outrage and amusement, and by providing valuable and entertaining content, we can engage our audiences more effectively. Encouraging user-generated content and fostering a participatory culture further amplifies our reach, turning ordinary posts into viral sensations.

So, whether you’re a content creator, a marketer or just someone who loves to share on social media, consider these psychological triggers. Create content that tugs at heartstrings, leverages social proof, provides practical value and spreads joy.

You might just find the secret to making your content go viral, connecting with your audience on a deeper level and contributing to the vibrant digital landscape of Ghana.

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