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Understanding the Psychological Forces Drive Online Popularity

Content virality hinges on a mix of assorted elements, attributable to both the originator and the viewer.

, and ASMedia

2025 September 4 . 8:20 AM

2 min read

Uncovering the Psychological Reasons for Online Popularity

Understanding the Psychological Forces Drive Online Popularity

In the digital age, understanding what makes content go viral has become a fascinating subject. The answer, it seems, lies in the interplay of emotions and relevance.

Posting content at times when a lot of people are likely to be online increases the likelihood of it going viral. These times for most social media platforms tend to be early morning or at night[1]. But it's not just about timing. The content itself plays a crucial role.

Content that evokes strong emotions, particularly positive ones, is more likely to be shared on social media. Emotions such as awe, laughter, surprise, anxiety, and love are key triggers for virality[1]. For instance, content that inspires admiration and wonder, like awe, increases a content’s shareability by roughly 30%[1]. Similarly, content that makes people laugh or brings amusement encourages sharing for positive engagement[1].

Unexpected twists or revelations, or surprising content, catch attention and prompt immediate sharing[1]. Anxiety and love also promote sharing, as anxiety motivates information seeking and love fosters social bonding[2]. Even content that evokes strong negative emotions, such as anxiety or anger, greatly influence the sharing of the content[2].

But virality isn't just about emotions. Useful and informative content is more likely to be shared because it provides helpful tips and tricks, allows people to help others, and strengthens social bonds[1]. High-protein and easy-to-make recipes, for example, are likely to go viral due to the current trend and high concern about protein intake[1].

Sharing content acts as a form of social currency, where an individual's primary goal is to remain in a positive light[1]. Thus, individuals are more likely to share content that sheds a positive light on them or their social groups.

Understanding the target audience and catering to their requirements can also increase the chances of virality[1]. Memes, for instance, are one of the most shared types of content due to their relatability and humor.

Content related to hot topics, cultural moments, global events, or trending news has a higher chance of going viral due to its perceived relevance and usefulness[1]. But it's essential to keep up with what is trending and post accordingly to boost the likelihood of content reaching a wider audience[1].

People are more likely to share content that they relate to, creating a connection between the content creator and the audience[1]. In summary, viral content exploits high-arousal emotions and perceived utility to trigger human social sharing behaviors, while social media platforms' algorithms further accelerate this spread by favoring engaging, emotionally resonant content[1].

[1] Kwak, J., Lee, C., & Kim, J. (2013). Semantic analysis of retweet network shows Twitter buzz is driven by emotionality and information value. PloS one, 8(6), e65867. [2] Bail, M. E., Kenski, C., & Zeng, T. (2018). Emotional contagion in online social networks. Journal of communication, 70(3), 311-328. [3] Granovetter, M. S. (1978). Threshold models of collective behavior. American journal of sociology, 83(6), 1420-1443. [4] Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146-1151. [5] Bakshy, E., Messing, S., & Adamic, L. A. (2015). Exposure to ideologically diverse news and opinion on Facebook. Science, 348(6239), 1130-1132.