The Science Behind Why Things Go Viral

Virality isn’t magic. It’s not just luck, and it’s definitely not random. There’s a science behind why some ideas catch on while others fade into obscurity. For those of us in marketing, understanding this science is crucial. It means the difference between creating content that just sits there and content that takes off, reaching thousands or even millions of people. At DataDab, where we specialize in helping brands grow, understanding virality is part of our daily routine.

So, what’s at the heart of things going viral? It boils down to a mix of psychology, social behavior, and strategic timing. Let’s unpack this.

The Emotional Spark: Why We Share What We Feel

First off, let’s talk about emotion. There’s a reason why cat videos, heartwarming reunions, and infuriating news clips often go viral—they make us feel something, and feel it deeply. Research from the University of Pennsylvania found that content that evokes high-arousal emotions—whether it’s awe, anger, joy, or surprise—gets shared more often. People don’t share content because it’s informative; they share it because it makes them feel.

Take a look at the most shared content on your feed. Chances are, it’s the kind of thing that made you laugh out loud, gasp, or feel a pang of empathy. Emotions drive action. When people feel something strongly, they’re compelled to share that feeling with others.

But not all emotions are created equal. According to Jonah Berger, author of Contagious: How Things Catch On, emotions that inspire action—like excitement, anger, or amusement—are more likely to make people hit that share button than emotions that make them feel passive, like sadness or contentment. This isn’t about manipulating emotions; it’s about understanding what naturally moves people and harnessing that insight to craft content that connects.

Social Currency: Making People Look Good

Another powerful factor in why things go viral is social currency. People like to share things that make them look good. It’s human nature—we want to be seen as interesting, informed, funny, or in-the-know. When we share something, we’re not just sharing content; we’re making a statement about who we are.

Think about the last time you shared an article or a video. Chances are, part of the reason you shared it was because it reflected something about you—maybe it made you look smart, maybe it was hilarious and you wanted your friends to see your sense of humor, or maybe it was shocking news that showed you’re ahead of the curve. This is social currency at work.

Brands and content creators who understand this concept can create content that people want to share because it adds to their social value. Think of Spotify’s “Wrapped” campaign. Every year, millions of users share their listening stats because it’s fun, personal, and says something about them. It gives people something to talk about—and it makes them look good while doing it.

The Power of Relatability

Virality also hinges on relatability. Content that resonates with a broad audience, or that speaks directly to a specific community, is far more likely to be shared. Relatability makes people think, “That’s so me,” or “That’s exactly what I’ve experienced.” This creates a bond between the content and the audience, making them more likely to pass it along.

Take memes, for example. Memes are one of the most shareable forms of content online, precisely because they’re relatable. They take everyday experiences, amplify them with humor, and make people feel seen. The more people can see themselves in a piece of content, the more likely they are to share it, as if to say, “This is me, and I think it might be you too.”

This applies to brand content as well. Brands that can tap into shared experiences—whether it’s the chaos of working from home, the nostalgia of childhood snacks, or the struggles of maintaining a work-life balance—have a better chance at creating content that resonates and spreads.

Practical Value: Helping People Help Others

There’s also the concept of practical value—people love sharing content that’s useful. Whether it’s a life hack, a recipe, or a piece of insightful advice, content that offers practical value is inherently shareable. When we share something useful, we’re not just helping others; we’re also positioning ourselves as helpful and knowledgeable. It’s a win-win.

Think of BuzzFeed’s endless listicles or the countless TikTok videos that start with “Did you know you could do this?” These pieces of content provide practical value in bite-sized, easily digestible formats that make people want to share them. It’s about making life a little bit easier, and in doing so, making yourself a little more valuable to your network.

Karthik Srinivasan on Instagram: “Simple, stark message, beautifully delivered with a mild twist in the narrative that subverts our expectations. You may assume the kid is going to do something else, but the tables are turned in service of the larger point being made - children emulate their parents’ behavior! For: Government of Quebec Agency: LG2 #advertising #marketing #creative”

8 likes, 0 comments - beastoftraal on May 13, 2024: “Simple, stark message, beautifully delivered with a mild twist in the narrative that subverts our expectations. You may assume the kid is going to do something else, but the tables are turned in service of the larger point being made - children em…

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The Element of Surprise: Breaking Expectations

People also share content that surprises them. The element of surprise is powerful because it disrupts our expectations and demands our attention. When something surprises us, it creates a moment of cognitive dissonance—our brain takes notice because it wasn’t expecting that. This sudden shift captures attention, and in a world where attention is the ultimate currency, this is gold.

The surprise doesn’t have to be extreme. It could be an unexpected twist in a story, a product used in a way that nobody saw coming, or a sudden punchline that takes a joke in a completely different direction. Surprising content catches people off guard and makes them want to share that moment of surprise with others.

Stories: The Glue That Holds It All Together

Humans are wired for stories. Since ancient times, we’ve used storytelling as a means of connection, to pass down knowledge, and to entertain. Narrative gives context, depth, and meaning to information, making it more compelling and easier to remember. Viral content often has a strong story element—something with a beginning, a middle, and an end, something that pulls you in and makes you feel invested.

Think about the viral campaigns that have stuck with you. They likely had a narrative arc. Whether it’s the story of a small-town baker who made it big, a brand championing an individual who overcame the odds, or a simple progression of events that makes you laugh out loud, stories make content stick. People remember stories, not facts.

The Use of Network Effects: Timing and Platform

The final piece of the puzzle is distribution—specifically, timing and platform. You can create the most emotionally resonant, surprising, story-driven content in the world, but if you don’t get it in front of the right people at the right time, it will never go viral. This is where understanding platform dynamics and audience behavior comes into play.

Each social platform has its unique ecosystem. Twitter loves wit and immediacy. TikTok thrives on creativity and trends. LinkedIn prefers professional insights mixed with personal stories. Knowing where your audience is and how they interact on each platform is key to getting traction. Posting when your audience is most active, using the right hashtags, and even collaborating with influencers who already have your audience’s ear can make all the difference.

And then there’s the role of network effects. Content goes viral not because one person shares it, but because that person shares it with ten others who then share it with ten more. This exponential growth is what virality is all about. Crafting content that encourages engagement—through comments, tags, or challenges—can spark these network effects and push your content into the viral stratosphere.

Crafting Your Own Viral Success

The truth is, there’s no surefire formula for making content go viral. If there were, we’d all be doing it every single day. But understanding the underlying principles—the emotional triggers, the social currency, the relatability, the practical value, the element of surprise, and the power of storytelling—can significantly increase your chances.

At DataDab, we use these principles to help our clients craft content that connects. We know that virality isn’t just about the number of views or shares; it’s about creating something that resonates deeply enough with people that they feel compelled to pass it on. It’s about understanding what makes people tick, what makes them care, and what makes them want to be part of the conversation.

So next time you’re brainstorming that campaign, think beyond the basics. Tap into emotions, make your audience look good, give them something useful, surprise them, and tell a story worth telling. Because at the end of the day, viral content isn’t just about going big—it’s about going deep, creating something that people don’t just watch, but feel compelled to share.

1. What role do emotions play in making content go viral?
   Emotions are crucial for virality. Content that evokes high-arousal emotions like joy, anger, or awe tends to be shared more frequently because it triggers strong feelings that compel people to share.
2. How can brands utilize social currency to make their content go viral?
   Brands can create content that makes people look good when they share it. This could mean making them appear smart, in-the-know, or funny. When people share such content, it enhances their social value.
3. What makes content relatable and why is that important?
   Relatability drives shares because people want to connect over common experiences. When content reflects something familiar or deeply personal, people are more likely to share it with those who might feel the same.
4. How does practical value contribute to the virality of content?
   Practical value is about providing content that’s genuinely helpful—tips, hacks, or useful information. People share content with practical value because it helps others, making the sharer appear helpful and resourceful.
5. Why is the element of surprise effective in driving shares?
   Surprising content disrupts expectations, which captures people's attention and makes them want to share that experience. It stands out in a world of predictable content, which is why it often goes viral.
6. How can storytelling enhance the chances of virality?
   Storytelling resonates because humans are wired to respond to narratives. Stories provide emotional engagement and a memorable structure, which makes people more likely to share content that tells a compelling story.
7. Why is timing important when aiming for viral content?
   Timing matters because posting content when your audience is most active can significantly boost engagement. Knowing the right time to share helps ensure content is seen, engaged with, and shared by as many people as possible.
8. How do platform dynamics affect the virality of content?
   Each platform has its own ecosystem. Twitter favors witty, timely content, TikTok is great for creativity and trends, and LinkedIn prefers professional stories. Tailoring content to the platform’s audience dynamics maximizes the chance of virality.
9. What are network effects and how do they influence virality?
   Network effects occur when content spreads exponentially—one person shares with ten, who each share with ten more. Creating content that encourages user engagement, like tagging friends or challenges, can kickstart network effects.
10. Can you guarantee that content will go viral by applying these principles?
    There is no guarantee for virality, but applying these principles—emotional triggers, social currency, relatability, practical value, surprise, and storytelling—significantly increases the chances of creating highly shareable content.