The psychology behind viral content

The creation of content that truly captures the public imagination remains the Holy Grail for digital marketers and brands alike. A piece of marketing that people feel compelled to share, discuss, and imitate. But what’s the formula? What alchemy turns simple marketing content into viral content that makes its way, naturally, onto the feeds and into the minds of hard-to-reach users?

This blog takes a deep dive into the psychology that makes certain pieces of content resonate with vast audiences and very different user groups. We examine how brands can leverage these insights on platforms like TikTok, and explore the nuances of novelty and relatability, the role of influencers, and the delicate balancing act required for viral success without compromising brand trust and relatability.

Novelty and Relatability: The Twin Pillars of Shareability

At the heart of viral content there lies a delicate dance between novelty and relatability. Novelty captures attention; it's the spark that ignites interest in an oversaturated online environment. It's the unusual, the surprising, the "I haven't seen that before" moment that stops the endless scroll. Yet, novelty alone isn't enough. For content to be shared—and to become truly viral—it must resonate on a personal level. It must be relatable.

Relatability is the bridge that connects the viewer to the content. It's the recognition of a universal truth, an emotion, or an experience that feels intimately familiar. Big brands often grapple with this, as their size can seem impersonal. Their greatest challenge is to humanise the brand, making it approachable and trustworthy. But there's a catch: in the quest for relatability, brands must be cautious not to veer into the realm of cliché, which can be a swift turn-off for younger, more attuned audiences.

Platforms like TikTok have become fertile ground for viral content due to its emphasis on authenticity and creativity. The platform's algorithm rewards content that sparks engagement through novelty while being relatable enough to encourage users to add their own spin. The trade-off here is between jumping on trends and maintaining brand integrity. Brands must navigate these waters carefully, ensuring that their content aligns with their values and resonates with their audience without trying too hard to be 'hip'.

The Balancing Act

The intersection of novelty and relatability is where viral magic happens. However, this balance is delicate. Too much novelty, and the content may become alienating; too much familiarity, and it risks being mundane. Brands often struggle to strike this balance, especially when experimenting with new formats or platforms. The key is continuous testing and learning, adapting strategies based on audience feedback and engagement metrics.

Influencers: The Viral Catalysts

Enter ‘Influencer Marketing’. In the realm of viral content, influencers are the unsung heroes (and the viral catalysts). They play a pivotal role in amplifying content reach, injecting authenticity and propelling virality. 

Influencers, with their large followings and authority in specific niches, are trendsetters. When they endorse a brand or share its content, it gains instant credibility and visibility. Their endorsement serves as a powerful social proof, validating the brand’s message and encouraging their followers to engage with the content. This is particularly effective on platforms like TikTok, where influencer culture is prominent, and users are highly influenced by the recommendations of their favourite TikTok stars.

Working with influencers is not without its challenges, though. There's a fine line between content that feels authentic and content that comes across as overly promotional. Additionally, finding the right influencer whose image and audience align with your brand’s values and target demographic can be a hurdle.

To harness the power of influencers effectively, brands must ensure that the partnerships are authentic and align with their values. The content should not just be about the product but should tell a story that resonates with the audience. This approach helps in maintaining brand trust and relatability, as the audience feels a genuine connection rather than viewing it as a mere transactional endorsement.

Maintaining Brand Trust and Relatability

The journey to viral content is fraught with challenges but ripe with opportunities. For brands, understanding the psychology behind shareability – balancing novelty and relatability, and effectively leveraging influencers – is key to crafting content that not only captures attention but also resonates deeply with audiences. While platforms like TikTok offer a fertile ground for viral success, they also demand a nuanced approach that respects the platform's unique dynamics and the audience's expectations. Ultimately, the most successful viral content is that which stays true to a brand’s essence while striking a chord with the ever-changing, ever-engaging digital world.

In conclusion, the psychology behind viral content is a complex interplay of novelty, relatability, and strategic influencer partnerships. For brands venturing into new platforms like TikTok, understanding and balancing these elements are crucial. While the allure of going viral is strong, it should not overshadow the importance of maintaining brand trust and authenticity. After all, in the fast-paced world of digital content, what remains constant is the audience's desire for connections that are real and content that resonates.