Several
studies and research have explored the "tricks" behind viral content
on social media. Researchers and marketers have analyzed what makes posts go
viral, identifying common characteristics that increase the likelihood of a
post being widely shared. Here are some key findings from various studies:
1.
Emotional Triggers
- Research by
Jonah Berger, a
marketing professor at the University of Pennsylvania, in his book Contagious:
How Things Catch On, found that emotionally charged content is
more likely to go viral. Posts that evoke high-arousal emotions—like awe,
anger, or anxiety—are shared more frequently than those that elicit
low-arousal emotions like sadness or contentment.
- High-arousal
positive emotions, like inspiration and amusement, are
particularly powerful for driving virality. This aligns with why posts
that are funny, uplifting, or shocking tend to perform well.
Takeaway: Focus on content that evokes strong emotions.
Create posts that either inspire hope or urgency (climate change, mental
health) or that entertain.
2.
Social Currency
- Berger also
found that people share content that makes them look good or feel
valuable to others. This is called "social currency." When
people feel that sharing your content will make them look smart, kind, or
"in the know," they are more likely to share it.
- Posts that
convey something new, interesting, or surprising often encourage sharing
because it enhances the sharer’s social value.
Takeaway: Create posts that make your audience feel smart,
part of an exclusive group, or that they are contributing to a good cause.
3.
Practical Value
- Another key
factor identified by researchers is that posts offering practical value—tips,
how-tos, or solutions—are more likely to be shared. People want to share
useful information that benefits others.
- BuzzSumo, a content analysis platform,
found that "why" posts (why something matters) and "how-to"
posts (practical advice) tend to perform exceptionally well.
Takeaway: Offer value. Your post should include actionable
information that people can use or share with others. For example, "Here’s
how climate change might be affecting your mental health, and 3 things you can
do about it."
4.
Storytelling
- Research by
Stanford University shows that
stories are 22 times more memorable than facts alone. People are
more likely to share content that is part of a compelling narrative.
- Harvard
Business Review also highlights that stories with a personal or human element
are more likely to connect emotionally and thus be shared widely.
Takeaway: Use storytelling to make your posts more relatable
and memorable. For instance, share a personal experience related to your NGO’s
mission, which creates a deeper emotional connection with the audience.
5.
Surprise and Novelty
- Content
that breaks expectations or is unique in its approach tends to go
viral more easily. According to research by The New York Times Insight
Group, one of the main reasons people share content is because it is
surprising, interesting, or offers a fresh perspective.
- People are
drawn to posts that defy conventional thinking or offer a unique take on
familiar issues.
Takeaway: Introduce unexpected elements into your
post—something surprising about climate change and mental health, or an
unconventional solution to a known problem.
6.
Visual Content
- A study by BuzzSumo
found that posts with images get 2.3 times more engagement than
those without images. Videos are even more powerful, with Facebook
videos having the highest engagement rates.
- Visuals,
especially short, impactful videos, help grab attention quickly and are
more likely to be shared.
Takeaway: Always include high-quality visuals or videos to
increase the likelihood of your post being shared.
7.
Social Proof and Bandwagon Effect
- People are
more likely to engage with and share content that others have already
engaged with. This is known as the bandwagon effect. Posts with
high levels of likes, shares, and comments create social proof,
encouraging more people to interact.
- Research
from UCLA found that people
tend to imitate the behavior of others, especially when it comes to online
sharing.
Takeaway: Use strategies like boosting initial engagement
(through ads or influencers) to create momentum. Once people see that a post is
popular, they are more likely to engage and share it.
8.
Timeliness and Relevance
- Posts that
are timely and related to current events or trends tend to gain
more traction. A study by HubSpot emphasizes that content related
to trending topics often enjoys a wider reach, as people are actively
searching for and engaging with such content.
- Posts
around environmental awareness days (like Earth Day) or mental health
campaigns have a better chance of being shared.
Takeaway: Tie your post to current events or trending
hashtags. For example, connect your post to a major climate change report or a
national mental health awareness campaign.
9.
Call to Action
- According
to a study by Dan Zarrella, posts with clear calls to action
(CTAs) like "share this post," "tag a friend," or
"comment below" are more likely to prompt user engagement.
- Facebook’s
algorithm also prioritizes content that prompts engagement in the form of
comments or shares.
Takeaway: Always include a CTA that encourages people to take
specific actions like sharing, commenting, or liking the post.
10.
Content Length
- Research
shows that while short, concise posts generally perform better, longer,
in-depth posts with valuable insights can also go viral, especially
when they are paired with compelling visuals or videos.
- BuzzSumo found that posts over 1,000
words can generate more social shares, but only if they offer deep,
valuable content.
Takeaway: Balance your content length based on your audience
and the platform. On Facebook, keep posts concise but offer enough depth to
provide value.
While
no single formula guarantees virality, the combination of emotional triggers,
storytelling, practical value, and visual content significantly increases the
odds. By focusing on the psychology behind why people share, as outlined in the
research, you can tailor your posts for maximum reach and engagement.
