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What causes people to go viral?

According to psychological theory, content that feels novel or that fills information gaps may trigger the release of dopamine in the brain. Further, content that touches the right emotions (excitement, surprise, nostalgia, etc.) can also latch onto a viral effect.

businessinsider.com - Here's Why Some Things Go Viral on the Internet - Business Insider

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There are a lot of reasons people read and share things on the internet. Positive emotions and the desire to learn something new or unexpected can make an article go viral. In today’s marketing landscape, the barrier to entry for creating and publishing new content is at an all-time low. That means social networks and other distribution channels are flooded with content – and so naturally, as a way of filtering and screening our feeds, we gravitate to the content that everyone else is sharing. These widely-shared articles, infographics, and videos tend to pique our curiosity, or they hit us with powerful “a-ha” moments. After all, these things are going viral for a reason.

Making things go viral

Whether you are a marketer or an occasional writer, it’s worth knowing how this coveted viral effect comes about. Today’s infographic comes from Outgrow, and it covers two psychological theories on what leads to viral content, why we share certain things, and some examples of winning viral campaigns that took advantage of triggering these emotions. People share individual pieces of content for all types of reasons, but there are some commonalities. According to psychological theory, content that feels novel or that fills information gaps may trigger the release of dopamine in the brain. Further, content that touches the right emotions (excitement, surprise, nostalgia, etc.) can also latch onto a viral effect.

Virality and the brain

What role does psychology play in making things go viral?

Here are two well-documented psychological effects that trigger the reward pathways in the brain.

1. Novelty Seeking

Your mind is tired of seeing the same old ideas over and over again. That’s why things that are new or unusual will catch your eye – and this includes the content on your favorite website or social feed. In fact, the brain is hardwired to search for novelty in this way. Seeing something new can motivate us to explore our environment for rewards, and with social media that reward is just a click away.

2. Information Gap Theory

Humans are obsessed with information and have an unquenchable interest in the world around them. That’s why, when your Facebook feed provides a chance to temporarily satisfy your curiosity with just one click, you can’t help but succumb. Scientists haven’t figured out exactly how curiosity works yet, but what we do know so far is that it’s an itch that humans feel they must continually satisfy. More specifically, 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.

Sharing is caring

But even if something catches our attention, it still needs to spread far and wide to have a viral impact. That’s why the reasons we share content are important, and why posts typically hit on certain emotions to achieve virality.

People share content to:

Connect with someone over a shared interest

Be involved in a current trend or event

Be the first to tell a friend about a trend or event

Socialize with friends offline

Demonstrate their own knowledge or ability

Start an online conversation

Boost their reputation among friends

Lastly, specific positive emotions lead people to sharing content, including those of amusement, affection, surprise, happiness, and excitement. On the flipside, nostalgia and disgust are two other psychological responses that trigger sharing as well.

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Light it up: According to tradition, lighting the candle should be done either on Christmas Eve or New Year's Eve to ensure your household enjoys a year of prosperity and good luck.

mcall.com - Looking for a lucky new year? Light a bayberry candle - The Morning Call

If you want to ensure good luck in the coming year, you may want to burn a bayberry candle. The olive green colored, strongly scented candle is thought to bring good luck to your home when burned around the holidays. It’s a popular tradition in areas including the coal regions. Here are five things to know about it: Why bayberry? In Colonial times, people figured out they could use the waxy berries from bayberry shrubs to make candles. It was a time-consuming process, so the candles became a luxury item used only during the darkest days of the year. Light it up: According to tradition, lighting the candle should be done either on Christmas Eve or New Year’s Eve to ensure your household enjoys a year of prosperity and good luck. Burn baby burn: When you light the candle, allow it to burn until after midnight and to burn out on its own. Do not blow it out. If the candle burns all the way down to the bottom, everyone in the house will be blessed with good luck, according to the ritual. A tapered candle is recommended. Give as a gift: A bayberry candle can make a good gift to someone hosting a holiday party. It’s your way of wishing them well for the new year. Rhyme time: You can recite a poem as you light your candle. There are a few versions but here’s one you can use, courtesy of classroom.com: “This bayberry candle comes from a friend/so on Christmas Eve burn it down to the end./For a bayberry candle burned to the socket,/will bring joy to the heart and gold to the pocket.”

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