You hit publish, and at first, it’s just a handful of likes from your trusted inner circle. Then suddenly, the gentle flutter of the butterfly’s wings builds into an almighty tremor, shaking the ground beneath you. The numbers climb. Comments pour in. Your post is everywhere.
What just happened? Why this post? Why now?
Virality isn’t random. It’s not luck, and it’s not simply about a well-placed hashtag. When content spreads, it does so because it taps into something deep—something instinctive. Every share is an action, a choice, a reflection of what moves people. And if you understand those instincts, the content you create won’t simply land—it will have the power to travel.
Why Do People Share?
People don’t share content for no reason. Every post, every retweet, every link forwarded in a group chat serves a purpose—whether consciously or not. At the heart of it all is emotion. Studies have consistently shown that content triggering strong emotional responses—whether awe, amusement, inspiration, or even outrage—is significantly more likely to be shared. It’s not just about feeling something; it’s about feeling it so intensely that you can’t help but pass it along.
But emotion alone doesn’t make content viral. The decision to share is also driven by social identity. People don’t just share what they like—they share what represents them. What we post tells the world who we are, what we value, what we stand for. A carefully curated mix of insight, humour, and commentary isn’t just content—it’s self-expression. That’s why highly shareable content often aligns with people’s existing beliefs, aspirations, or sense of belonging.
On top of this is the undeniable power of social proof. When we see a post gaining traction—racking up likes, filling comment sections, landing on trending lists—it triggers something in us. We assume it’s worth paying attention to, and before long, the momentum becomes its own reason to share. This is the bandwagon effect in action. When something starts moving, it snowballs.
Beyond emotion and social influence, cognitive biases play a huge role in why people engage with and share certain types of content. Confirmation bias leads people to seek out and amplify information that aligns with their existing views, which is why highly polarising content spreads so quickly. People love to share things that validate what they already believe.
Then there’s the ripple effect of relatability—when someone sees a post that feels personal, that perfectly captures an experience they’ve had or a thought they couldn’t quite put into words, they feel compelled to share it. ‘This is so me’ or ‘I was just talking about this’ are some of the most powerful reactions a piece of content can evoke.
And let’s not forget the practicality factor. People love to share content that offers value, whether that’s in the form of insightful advice, expert knowledge, or even just a brilliantly simple life hack. If something makes them look informed, helpful, or ahead of the curve, they’ll gladly hit ‘share’.
How to Create Content That People Can’t Help Sharing
Understanding why people share is one thing—crafting content that taps into those instincts is another. The best-performing content isn’t just engaging; it’s engineered to spread.
Emotion is the first and most critical ingredient. Whether it’s joy, surprise, or righteous anger, content needs to make people feel something. If it doesn’t stir emotion, it won’t travel. But the feeling needs to be intense. The more visceral the reaction, the more likely it is that people will share without a second thought.
Then there’s the identity factor. The most shareable content aligns with how people see themselves—or how they want to be seen. It validates their views, reinforces their sense of humour, or makes them look insightful, informed, or culturally tuned in. If your content helps people express something about themselves, they’ll carry it forward.
And of course, structure matters. The most viral content is designed to be easy to consume and even easier to share. Short, punchy sentences, visually engaging layouts, and a clear, skimmable format make engagement effortless. Narratives are deeply ingrained in human psychology, and incorporating storytelling elements into your content can significantly enhance its shareability. A strong headline is non-negotiable—it needs to grab attention and create immediate intrigue. And don’t underestimate the power of a well-placed call to action. Encouraging people to tag a friend or join the conversation nudges them toward engagement.
Finally, timing and visibility play a huge role. A piece of content might be brilliant, but if it doesn’t get an initial boost—whether through influencers, early engagement, or a well-targeted release—it can easily disappear into the void. Social media platforms prioritise content that fosters user interaction, so early traction fuels the bandwagon effect, turning a spark into momentum.
Lessons from Viral Success Stories
If you want to understand virality, look at the content that has already gone viral.
The Dolly Parton Challenge is a prime example. A simple four-panel meme showing different personas for LinkedIn, Facebook, Instagram, and Tinder quickly became a global trend. It worked because it was easy to replicate, tapped into humour and identity, and gave people a playful way to express themselves. When a format is this accessible, it spreads effortlessly.
Then there’s Weetabix’s now-infamous ‘baked beans tweet’ (or Weetbix if you’re Australian and know better than everyone else!). When the official Weetabix Twitter account casually suggested serving its cereal with baked beans, chaos ensued. The post featured an image of two Weetabix biscuits slathered in Heinz Beanz with the caption:
“Why should bread have all the fun, when there’s Weetabix? Serving up Beanz on Bix for breakfast with a twist.”
The internet reacted in horror, delight, and sheer confusion. Other major brands—including Heinz, Nando’s, and even the NHS—joined in on the joke, creating a storm of witty replies, memes, and engagement. It was the perfect example of strategic absurdity—something so unexpected and debate-worthy that people couldn’t resist getting involved.
Virality Isn’t Luck—It’s Strategy
At its core, virality is about understanding human nature. The content that spreads isn’t just informative or entertaining—it’s deeply resonant. It taps into emotions, aligns with social identity, and leverages the power of community.
If you’re creating content and hoping it will take off, ask yourself: Does this make someone feel something? Does it offer value? Does it make people want to share it as a reflection of themselves?
Ready to make your content more shareable?
The right content strategy doesn’t just capture attention—it builds momentum. If you want to create content that connects, spreads, and drives real engagement, get in touch today. Let’s create something worth sharing.
