At their core, viral content – whether memes, TikTok challenges, or trending hashtags – exploits fundamental human behaviours. People don’t share content randomly; they share it because it resonates with them, makes them feel something, or aligns with their identity.

Here are the core psychological drivers behind viral content:

1. Emotion Drives Sharing

Content that triggers strong emotional reactions – whether laughter, surprise, nostalgia, or even outrage – is far more likely to be shared. Memes work so well because they distil these emotions into a bite-sized, instantly recognisable format.

Take the infamous “Distracted Boyfriend” meme. It became a sensation because it visually captured a universal human experience: being tempted by something new while already committed to something else. The humour and relatability made it endlessly adaptable.

For brands, understanding emotional triggers is key to creating content that resonates and spreads. Emotional resonance doesn’t just happen randomly, it can be strategically identified and harnessed. One effective method is social listening. By tracking the conversations happening around your brand, competitors, or specific topics, you can identify which emotions are being expressed and which ones resonate most with your audience. Tools like Brandwatch, Hootsuite, or Sprout Social allow you to monitor and analyse these emotional responses in real-time, helping you fine-tune your content to tap into these feelings.

For example, if you discover that your audience responds strongly to nostalgia, you could create campaigns that evoke fond memories of past experiences. If humour is a key driver, using wit and clever content could be the way to go. By aligning your content with the emotions your audience is already sharing and engaging with, you make it more likely that they’ll hit that share button.

Focus on building emotional resonance in your content, whether through humour, nostalgia, or inspiration. Content that connects deeply with your audience compels them to share. Whether through humour, inspiration, or nostalgia, make people feel something.

2. Social Currency: The Power of Looking Good Online

People share things that make them look interesting, funny, or informed. Memes act as a form of social currency, showing that the sharer is part of an inside joke or up to date with cultural moments.

Brands like Ryanair have mastered this, using witty, self-aware memes that feel native to the platform. They engage with audiences in a way that feels fun rather than overly promotional, making their posts widely shared.

Ask yourself, does your content make people look good when they share it? If it does, it’s more likely to spread.

3. The Simplicity Factor: Less is More

A successful meme or internet trend is easy to understand at a glance. If a joke takes too long to “get,” it loses its effectiveness.

Take the “How It Started vs. How It’s Going” trend. The format is instantly recognisable, and it only requires two images to tell a compelling story, whether humorous, inspiring, or ironic.

When creating content for your brand, the principle of “less is more” applies just as much. If your audience has to think too hard about your content, they won’t engage with it. This applies to both the visual and textual elements of your content. Memes are often successful because they are clear and direct, leaving little room for confusion.

Clarity in visual communication plays a crucial role in enhancing simplicity. For instance, the choice of images should be easily recognisable and aligned with the message. A cluttered image or unclear layout can confuse viewers, making them less likely to engage or share. Clean, well-designed visuals help maintain the focus on the message, making it easier for your audience to understand and connect with.

For brands, this means using visuals that support and clarify your message rather than detract from it. Whether it’s a straightforward image or a minimalist graphic, ensuring that your visuals are easy to comprehend will significantly enhance the effectiveness of your content.

So, when crafting your own content, remember: simplicity matters. Aim for clear, direct visuals that complement your message and make it as effortless as possible for your audience to get the point.

4. The Participatory Nature of Trends

Viral memes aren’t static – they evolve. The best trends invite participation. People don’t just share them; they remix them, adapt them, and put their own spin on them.

This is why TikTok challenges are so powerful. They provide a template for users to contribute their own versions, giving brands an opportunity to co-create content with their audience.

Encourage user participation. Whether it’s a hashtag challenge, meme template, or interactive format, give people a reason to get involved.