Go Viral !
Have you ever pondered what propels certain online posts or advertisements to go viral, spreading like wildfire without any apparent reason?
We’re all aware that one of the most influential forms of communication and advertising is word of mouth. However, nowadays, this communication rarely happens in person. On average, people share a staggering 16,000 words per day through social networks. Virtual word-of-mouth has become the advertising equivalent of a hydrogen bomb. But what exactly makes people choose to share one specific piece of information among the deluge they encounter daily? More importantly, what sets off the viral chain reaction?
Scientists have unearthed that, regardless of age, sex, ethnicity, or religion, people tend to share information that enhances their perceived importance and triggers excitement and emotional responses. Sharing becomes effortless when a product carries social proof, conveys practical value through compelling storytelling, or employs gamification. In three concise sentences, this captures the essence of engineering an international viral campaign.
So, how can we tailor our posts to appear their best and become share-worthy? From a scientific perspective, insider knowledge (especially when kept discreet) and interesting facts that showcase achievement, respect, and favor tend to go viral. However, this viral effect may be short-lived if not triggered strategically to reinforce and perpetuate the sharing of content.
Imagine a good friend sends you an exclusive job advertisement link on a specific social network. You not only join that network instantly but also sign up for future job alerts, creating a self-perpetuating trigger to keep you informed about potential job opportunities—a vital source of information in today’s stagnant economy. Now, suppose that same friend is dedicated to your financial success and shares insider information about becoming a Brand Ambassador and investing in a promising startup with profit-sharing potential. The catch? You must keep this secret. Your initial reaction might be disbelief, thinking it’s “too good to be true.” You inquire with your other friends about this “new internet scam,” setting off a chain reaction. Unbeknownst to you, your friends join the startup behind your back. The moral of the story: trust is scarce, especially when it comes to keeping secrets!
In theory, if your friend had woven a compelling story around the insider info instead of presenting it as raw data, you might not have gone through the due diligence process. People have a natural affinity for stories, especially those that begin with phrases like, “I know a guy who knows a guy who became a shareholder in a tech giant startup by…”
This phenomenon, much like the social proof principle, is deeply ingrained in our psyche. Thousands of years ago, before the advent of the written word, stories were the primary means of transmitting ideas from one generation to the next. Thus, when we enjoy a story, we tend to overlook the validity of the facts presented and view it as containing important information.
Our psyche has evolved minimally since our days as hair-covered beings 300,000 years ago. Most of our critical decisions are influenced not by the neocortex but by impulses and reflexes originating from the core of the neural system—the Reptilian and Limbic Brains. In other words, new information won’t reach your neocortex for rational analysis until it passes through your less-developed brains, surviving instinctive and emotional reflexes.
We remain wired to seek social acceptance and approval, valuing stories, rhythms, and rhymes over facts and logic. Our primary motivation still stems from strong emotions—fear, awe, amusement, anger, and anxiety—rather than contentment or logical reasoning. This is why gamification theory has been successful in social network engagement. Like other mammals, Homo sapiens learned by playing games in their childhood, mimicking hunting practices and displaying trophies to gain recognition and approval. It seems that our high-tech civilization’s most significant achievement is replacing the caveman’s mace and club with a cellphone. However, the rules of the game remain the same. When decision-making time is reduced to seconds, information barely reaches the neocortex.
To put it briefly, if you want your posts to go viral, target the lower brain by encouraging compulsive behavior related to self-defense, competition, territoriality, and reproductive drive. Stir up emotions such as excitement and awe to etch your name in your audience’s memory. Be more of a reptilian mammal or even a mammalian lizard and less of an evolved, rational human to thrive in this virtual jungle!
But why is it essential for your messages to go viral? Since the start of the 21st century, business as usual has transformed due to the internet’s arrival and the ascent of global branding. In the past, new brands were launched with extensive advertising campaigns. In today’s media landscape, this approach no longer works. PR, particularly controversy, makes headlines and spreads through free media forums, going viral and effectively diffusing competitors’ costly marketing campaigns.
Moreover, PR is seen as authentic, whereas advertising is often perceived as insincere. A successful PR campaign selects a brand name that conveys its values through a strong visual message and targets multiple categories with multiple brands. Popularity, contrary to common belief, is more about exposure than quality, making repetition vital in building a brand. The MAYA theory states that objects that are novel yet familiar enough to be recognizable can become instant hits when people grow tired of overly familiar things. Sexist stereotypes, authority figure approval, and peer pressure undeniably impact a product’s popularity. Subtlety is key, as inflated popularity creates unrealistic expectations that can deter even the most loyal clients in the long run.
Raymond Loewy, the father of industrial design, once shared his philosophy on selling something new: “Consumers are torn between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. As a result, they gravitate to products that are bold, but instantly comprehensible.” Loewy coined this as his ‘Most Advanced Yet Acceptable’ theory—M.A.Y.A.
“To sell something surprising, make it familiar;
and to sell something familiar, make it surprising.“
Raymond Loewy, the father of industrial design
Here’s a thought-provoking idea: While the term “viral content” is a modern concept associated with the rapid sharing of information on the internet, the Bible’s enduring stories and teachings have achieved a level of cultural and historical virality that spans centuries and continues to shape the beliefs and values of billions of people around the world.
The Bible, with its rich and timeless stories, contains content that has, in a sense, gone “viral” for thousands of years. These stories and teachings have been shared, passed down, and spread across cultures and generations, making them some of the most enduring and influential narratives in human history. Here are a few examples of “viral” content from the Bible:
The Creation Story: The account of God creating the world in seven days, as described in the Book of Genesis, is one of the most well-known stories in the Bible. It has been retold, adapted, and referenced in countless works of art, literature, and religious teachings.
The Ten Commandments: The moral and ethical guidelines given to Moses on Mount Sinai are widely recognized and have influenced legal systems and moral codes across the world.
The Parables of Jesus: Jesus’ parables, such as the Good Samaritan and the Prodigal Son, are short stories with profound moral and spiritual lessons. They continue to be widely studied and retold in various forms.
The Sermon on the Mount: In this sermon, Jesus delivers teachings on topics like humility, forgiveness, and love for one’s enemies. The Beatitudes, a part of this sermon, are particularly well-known and have left a lasting impact on Christian ethics.
The Resurrection: The resurrection of Jesus Christ is a central event in Christianity. It is not only a foundational belief but has also been the subject of countless theological discussions, artistic representations, and debates.
The Lord’s Prayer: This prayer, taught by Jesus to his disciples, is one of the most widely recited and memorized prayers in the Christian tradition.
The Psalms: The Book of Psalms is a collection of songs, prayers, and poetry that expresses a wide range of human emotions and experiences. Many of the psalms are still used in worship and meditation.
The Great Commission: Jesus’ command to his disciples to go and make disciples of all nations has been a driving force behind missionary work and the spread of Christianity worldwide.
Furthermore, with the advancements in communication and social media, viral content has emerged as a significant influencer of economic behavior. Narratives disseminate via media and public sentiment, are able to profoundly affect economic decisions and results. A critical mass of believers in a particular cryptocurrency, for example, can propel its price to six-digit gains.
In his book, Shiller explores the role of narratives in shaping economic outcomes and argues that the stories we tell each other about our economic experiences can have a profound impact on our behavior and the overall state of the economy. Shiller introduces the concept of “narrative economics” as a new branch of economic analysis. He asserts that human beings are natural storytellers and that these stories often have a significant influence on our economic decisions. From the stock market to housing prices, Shiller argues that narratives can cause economic booms and busts. The book delves into a variety of case studies to support Shiller’s arguments. Shiller examines historical events like the stock market crash of 1929, the dot-com bubble, and the recent global financial crisis to highlight how narratives played a crucial role in driving these events. He analyzes media coverage and public sentiment during these times, illustrating how stories and narratives spread and gained momentum, ultimately influencing economic behavior. Shiller also discusses the role of technology in amplifying and accelerating the spread of narratives. With the rise of social media and digital platforms, narratives can reach a larger audience faster than ever before, potentially impacting economic outcomes in a more significant way. In addition to analyzing past economic events, Shiller also applies his narrative economics framework to current issues such as inequality, climate change, and populism. He argues that understanding the narratives surrounding these issues is essential for policymakers and economists to effectively address them. Throughout the book, Shiller emphasizes the interdisciplinary nature of narrative economics, drawing insights from psychology, sociology, and other fields to better understand the power of stories in shaping economic behavior. In conclusion, Narrative Economics is a thought-provoking book that explores the role of narratives in driving major economic events. Shiller argues that understanding and analyzing these narratives is crucial for economists and policymakers to predict and mitigate economic crises. By examining past events and their associated narratives, Shiller sheds light on how stories become viral and impact our economic behavior.
The bottom line is that whether deemed positive or negative, moral or immoral, the powerful impact of social media’s influence can sway markets in various directions, contingent upon the collective belief in a particular constructed version of reality, regardless of its inherent validity thus giving birth to the “Attention Economy”.
The attention economy refers to the modern marketplace where attention is treated as a valuable and limited resource, often competing for individuals’ time and focus. In this digital age, various platforms and content creators vie for users’ attention, employing strategies such as clickbait, personalized content, and notifications to capture and retain engagement. Companies and advertisers recognize that capturing and maintaining attention is crucial for success, leading to the constant evolution of strategies to stand out in a crowded digital landscape.
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