If you haven’t been living under a rock for the last 10 years, it’s plain to the eye that certain content has the magical ability to spread like wildfire. From weekly memes, and trending audios to online challenges, the phenomenon of virality is something that traverses the usual divides and captivates the attention of individuals, content creators, and brands alike.
So let’s discuss why exactly these little sparks have the potential to set a blaze online.
What makes content ‘viral’?
When we take a step back and examine the psychology of the people who launch certain pieces of content, very clearly, certain common factors seem to jump out, that make your content contagious and shareable.
- Emotional Resonance – Viral content often strikes an emotional chord. Whether it’s joy, surprise, anger, or awe, emotions play a pivotal role in motivating people to share content with their networks.
- Relatability – Content that resonates with a broad audience tends to go viral. When people see themselves or their experiences reflected in a piece of content, they are more likely to share it with friends and followers.
- Novelty and Uniqueness – Unique and novel content stands out in the crowded online space. People are drawn to fresh ideas, innovative concepts, and content that breaks away from the mundane.
- Simplicity and Accessibility – Viral content is often easy to understand and accessible to a wide audience. Whether it’s a catchy slogan or a simple yet profound idea, content that doesn’t require much effort to engage with is more likely to go viral.
- Social Currency – People share content that enhances their social currency—content that makes them look good, knowledgeable, or in-the-know. Sharing becomes a way for individuals to curate their online persona.
But the catch is, even if you treat these qualities like a checklist and make your content optimal for sharing and virality, we cannot deny the factor of ‘being at the right place at the right time’. You need a perfect storm of great content, and for the algorithm to put it in front of the right people to make it go viral.
Should you rely on Virality as a strategy for growth?
While virality can give you an undeniable boost to brand presence, relying on it as a strategy for growth just isn’t sustainable. Let’s discuss a few potential downsides of virality that brands should be aware of:
- Short Attention Spans – Viral content tends to have a short shelf life. The same factors that propel content to virality can also contribute to its rapid decline in popularity.
- Unpredictability – The virality of content is notoriously difficult to predict. What resonates with one audience may not capture the attention of another. This unpredictability can make relying on virality a risky strategy for brands.
- Brand Image Risks – Not all viral content is positive, and sometimes content goes viral for the wrong reasons. Brands should be cautious about the potential impact of viral content on their image and reputation.
- Sustainability Challenges – Building a long-term strategy solely around creating viral content is challenging. Brands must balance the pursuit of virality with the need for consistent, sustainable content that aligns with their identity.
To delve deeper into the psychology of virality, let’s examine a few case studies that highlight the factors contributing to the success (or failure) of viral content:
- The Ice Bucket Challenge
Do you remember the Ice Bucket Challenge in 2014? Anyone online at the time can attest that the ALS Ice Bucket Challenge was an iconic example of a short-lived social media trend that took the world by storm.
It was a viral phenomenon where people, including celebrities, politicians, and everyday individuals, would film themselves dumping a bucket of ice-cold water over their heads to raise awareness and funds for amyotrophic lateral sclerosis (ALS), a devastating neurodegenerative disease.
What made this trend exceptional was its simplicity, emotional appeal, and the unfettered “FOMO” feeling it generated online. It’s a great example that showcases the incredible reach and influence of social media, which can result in a surge of engagement and donations. But because of how quickly the trend became diluted, it also exemplified the transitory nature of such trends. Many brands were even criticized for appearing more opportunistic than genuinely committed. And as quickly as it skyrocketed to fame, the Ice Bucket Challenge waned in popularity, leaving behind memories and funds for ALS research but no sustained, long-term impact.
- Dollar Shave Club’s Launch Video
The Dollar Shave Club had a significant rise to brand awareness in 2012 thanks to its ingenious launch video. The video featured the company’s charismatic founder, Michael Dubin, delivering a humorous and irreverent monologue that not only introduced the brand but also cleverly addressed common consumer pain points associated with shaving. The video’s success lay in its unique blend of novelty and relatability — Dubin’s witty script, coupled with a no-frills approach to selling razors, resonated with viewers who were tired of overpriced and complex grooming products.
The video’s simplicity, accessibility, and comedic elements made it highly shareable, rapidly gaining traction across social media platforms. Dollar Shave Club established a brand identity that continues to resonate with consumers looking for quality products delivered with a dose of humor. This case exemplifies how a well-executed, viral launch video can catapult a brand into the spotlight.
- The Success of Memes
Memes have become a ubiquitous form of internet humour and communication. They have the unique ability to quickly go viral, spreading like wildfire across social media platforms and captivating a vast and diverse online audience. Memes can spark engagement, drive discussions, and forge connections between brands and younger, internet-savvy audiences. Think of brands like Zomato, CRED or even Growww money.
Memes often experience rapid surges in popularity, only to fade into obscurity just as swiftly. Their ephemeral nature underscores the challenge of building a sustained brand identity or marketing strategy around them. While memes offer short-term bursts of visibility and engagement, the evolving landscape of online humour requires brands to navigate the fine line between trend-chasing and maintaining a consistent, authentic presence.
In the ever-evolving digital landscape, understanding the psychology of virality is both an art and a science. While there’s no guaranteed formula for creating viral content, recognizing the emotional, social, and psychological triggers that drive people to share is a crucial step.
The most successful brands are those that can ride the viral wave without compromising their identity. In a world where trends come and go in the blink of an eye, brands that can find the sweet spot between clout-chasing and brand authenticity are the true champions in the dynamic realm of social media marketing. So, grab your board and ride the wave, but keep your brand’s identity intact, and you might just catch the perfect wave that lasts. 🏄♂️
