Generating content that goes viral well beyond your own website isn’t only luck; it’s science. Some posts magically rack up millions of views, while others struggle to get a single like, but there is evidence that specific psychological triggers drive people to hit the elusive share button. It doesn’t have to be like that! Knowing these trends will turn your content strategy from a guessing game into an engagement machine.
Nothing goes viral by accident. It taps into basic human feelings and instincts that draw us to connect. You may pause, but you rarely share scrolling past sad hashtags on social media. But content that elicits awe, anger, or amusement gets forwarded on the spot. This variation isn’t arbitrary; it is based on the brain’s reactivity to emotional stimuli.
The Emotional Triggers Behind Viral Content
High-Arousal Emotions Drive Action
A study of thousands of viral pieces of content finds a clear connection. Articles that generate high excitement are significantly more likely to go viral than any other type of content. If something makes you feel energized, whether positively or negatively, you’re more likely to do it.
Positive, high-arousal emotions, such as awe and amusement, generate an immediate desire to share. Consider the last time you saw a mesmerizing nature video or a knee-slapping internet meme. All that excitement then naturally translates into wanting others to feel the same thing.
In addition, negative high-arousal emotions such as anger and anxiety are related to sharing but in a quite different way. People love to share content that makes them feel righteous anger or worries about the things they fear, and by sharing that information, they reinforce their status within a network hierarchy.
Conversely, sharing behavior typically shuts down in low-arousal emotions such as sadness or contentment. While those feelings can be genuinely held, they don’t generate the energy to take action.
The Arousal-Action Connection
This system of emotions explains what makes some campaigns successful and others failures. For those brands that want to sit amongst the first-followed type of content, such as relaxing, peaceful, or feeling great, this may induce positive emotions, but people won’t share it. Meanwhile, campaigns that tap into wonder, surprise, or even carefully measured controversy can achieve significant reach.
The point is that virality isn’t about being likable, it’s about being felt strongly enough to prompt action.
Content Characteristics That Enhance Shareability
Outside of getting our emotions worked up, there are certain content qualities that we find over and over again in viral hits:
- Shocking Details: ‘Information that flies in the face of expectations or sheds light on something surprising’ does grab your reader’s attention. When something gets folks going, they often say, “I never knew!” and would like to share that revelation with others.
- Useful Information: People want information that helps them solve a problem, save time and money, or improve their life in some way, so this will always be shared. Even in writing captions for candid photos, including a helpful tip or insight can enhance shares.
- Good Stories: A good story actually piques interest and offers a fresh angle on something old. People like to share content that makes them appear intelligent or provides conversation starters.
Learning from Viral Campaign Success Stories
A few brands have done an exceptional job of ethical virility by tapping into these positive, deep emotional triggers with authentic storytelling:
Dove’s “Real Beauty Sketches” campaign wowed the world by exposing how women see themselves compared to how others view them. The touching reveal went viral, with millions sharing the message of finally accepting oneself.
Old Spice’s “The Man Your Man Could Smell Like” campaign utilized humor and surprise elements to create shareable content that was both entertaining and product-promoting.
Always’ “Like a Girl” campaign got people talking by challenging societal norms, causing both shock and inspiration, and inspiring sharing on a mass scale.
Patagonia’s “Don’t Buy This Jacket” campaign shocked those who saw the idea as clearly cut against traditional brand positioning, and while widely acclaimed, it became a lightning rod for people to read into it what they wanted.
Airbnb’s “We Accept” Super Bowl commercial struck a chord with shared values of inclusion, provided that the emotional connection was consistent with the audience’s perspectives.
These efforts were effective because they were grounded in genuine emotional engagement rather than manipulation or shock value.
| Emotional Trigger | Virality Impact | Example Campaign | Key Takeaway |
| Awe | +30% sharing likelihood | Dove Real Beauty Sketches | Create moments of wonder and revelation |
| Anger | +34% sharing likelihood | Always Like a Girl | Channel righteous indignation constructively |
| Anxiety | +21% sharing likelihood | Public health campaigns | Address genuine concerns with solutions |
| Amusement | +25% sharing likelihood | Old Spice commercials | Use humor that aligns with brand personality |
| Sadness | -16% sharing likelihood | Generic charity ads | Avoid unless combined with empowerment |
Ethical Considerations for Viral Content Strategy
With great power comes great responsibility. Ethical content marketing requires:
- Transparency: Be real with your message and intent. Clearly state if the content is sponsored and don’t misrepresent.
- Authentic: Remain true to your brand ethos. Don’t manufacture emotions or fabricate absurd scenarios just to go viral.
- Dignity: Be mindful of cultural sensitivities and avoid content that may cause harm or offense to vulnerable groups.
- Positive Impact: Turn negative feelings, such as anger or anxiety, into productive, rather than divisive, controversy.
The longest-lasting viral content tends to be the result of establishing trust and creating genuine interactions, rather than oversimplifying things for a quick win.
Implementing Viral Strategies in Your Content Marketing
To apply these insights practically:
- Review Your Current Content: See which of your posts gets the most engagement. Search for patterns in emotional tenor and content.
- Map Out Emotional Journeys: Script content that transports your audience into feelings and gives them a powerful reason to share.
- Test Different Strategies: Try out various emotional motivators and emotions, but always ensure that you stay true to your branding and values.
- Monitor and Measure: Monitor not only shares but also the quality of engagement and long-term brand impact.
- Create value: Add value in every piece of content, whether through entertainment, information, or inspiration.
The Future of Viral Content Strategy
And viral content isn’t about gaming algorithms or manufacturing fake emotions. “Ultimately, it’s about human connection and sharing experiences and being part of something that matters,” she said.
The brands that will actually break through with a viral impact are those that combine psychological principles with genuine storytelling, providing real value. If you focus on emotional triggers, shocking insights, and real benefits to people who are in a position to help spread the word naturally, then you can easily create something that spreads while gaining some trust from those who have advertised it.
Begin here: Think about which emotions your brand can truly evoke and create shareable content that provides people with a legitimate reason to tell others. Remember: It’s not just about going viral, it’s about making lasting connections that will fuel long-term growth for your business.
