Going viral on social media has become quite the convoluted topic over the years – is there a science to internet stardom? Whether you’re a marketer or the occasional poster, you might be interested to know how the viral effect comes about.

According to psychological theory, content that feels novel or that fills information gaps may trigger the release of dopamine in the brain. Emotional triggers are important in creating viral content – information that touches the right emotions like excitement, surprise or nostalgia can also create a viral effect.

The Psychological Factors of Going Viral

Novelty Seeking

Seeing new or unusual things will always catch your eye. The brain is hardwired to search for novelty – seeing something new can motivate us to explore our environment for rewards, and with social media that is just one click away.

Information Gap Theory

Humans are naturally obsessed with information and are constantly seeking knowledge about the world around them.

Many posts seek to provide a chance to temporarily satisfy your curiosity with just one click.

According to George Loewenstein’s information gap theory, we often act to fill a gap between what we know, and what we want to know.