By: Affezah Ali
IN today’s digital age, the phenomenon of virality has become a part of pop culture. From viral videos and memes to trending hashtags and news articles, the internet has the power to drive content into the spotlight with fast speed and wider reach. Tapping into this fascinating world, it is interesting to understand this from the psychological point of view. To begin with, virality refers to the rapid spread and adoption of content across online platforms, often resulting in high visibility and engagement in the online world.
Although the factors contribute to virality can be complex and multifaceted, one leading element is the influence of herd mentality. From the perspective of social psychology, herd mentality can be described as the tendency of individuals to conform to the behaviors and opinions of the majority within a group. In online contexts, herd mentality can exert a powerful influence on user behavior, shaping what content attains viral status.
One key aspect of herd mentality in the digital realm is the concept of social proof. Humans are inherently social beings who seek validation and acceptance from others. As such, when individuals observe others engaging with or endorsing specific content, they are more likely to follow suit, if the content must possess some inherent value or relevance. This social validation acts as a catalyst for further sharing and dissemination, fuelling the viral spread of the content within online communities. Moreover, the sheer abundance of information available on the internet necessitates the use of cognitive shortcuts to navigate this vast sea of content efficiently.
In this context, herd mentality serves as a heuristic, allowing individuals to rely on the collective judgment of the crowd to filter and prioritise information. When confronted with overwhelming choices, people often look to the actions of others as a guide for decision-making, a phenomenon known as informational social influence. As a result, content that aligns with prevailing norms, beliefs, or trends is more likely to be perceived as trustworthy and deserving of attention, further amplifying its virality.
A phenomenon that deserves attention is The Black Lives Matter movement (BLM). BLM experienced substantial support and organisation via social media, with hashtags such as #BlackLivesMatter and #BLM serving to unify and mobilise individuals worldwide. This movement permeated every corner of the globe, both virtually and driving actions, fostering change, and inspiring reflections aimed at uplifting marginalised communities.
However, the dynamics of herd mentality in online environments are not without their pitfalls. The same mechanisms that drive virality can also contribute to the spread of misinformation. In the quest for social validation and belonging, individuals may be inclined to uncritically accept and share content without verifying its accuracy or credibility. This phenomenon, known as groupthink, can lead to the rapid dissemination of falsehoods and the reinforcement of biased viewpoints within online communities.
The Tide Pod Challenge, which endangered the health of many youths jumping on the trend, saw a significant number of adolescents partaking in the consumption of laundry detergent pods. This alarming trend was propelled by its widespread popularity on influential social media platforms like YouTube and TikTok.
Considering these complexities, it is essential to recognise that the psychology of online virality is shaped by a multitude of factors beyond herd mentality alone. Curiosity, emotional triggers, relatability and fear of missing out (FOMO) all play significant roles in determining which content rises to prominence within online ecosystems.
Humans are naturally curious beings, drawn to unusual or unexpected stimuli. Content that arouses curiosity by presenting unusual scenarios or offering novel insights is more likely to capture attention and prompt users to engage further. Content that elicits strong emotional responses, such as laughter, awe, anger, or empathy, is more likely to resonate with audiences on a visceral level, prompting them to react and share. Emotions serve as catalysts for engagement, enhancing the likelihood of content being shared and discussed within online communities. Whether through heartwarming stories, humorous anecdotes, or provocative commentary, emotional resonance can significantly amplify the virality of content.
Studies also prove that relatability is another critical aspect of online virality, as individuals are more likely to engage with content that reflects their own experiences, values, or aspirations. Content that strikes a chord with audiences by tapping into shared interests, beliefs, or cultural references is more likely to be perceived as relevant and worthy of sharing. By fostering a sense of connection and belonging, relatable content strengthens social bonds and encourages further dissemination within online networks.
Finally, the FOMO where individuals have a strong need to stay informed and connected to the issues online. Content that promises exclusive insights, insider knowledge, or limited-time opportunities taps into this fear, compelling users to engage with and share it to avoid feeling left out or uninformed. FOMO creates a sense of urgency and social pressure, motivating individuals to participate in the viral spread of content to maintain social currency and relevance.
By integrating these key psychological factors into our understanding of online virality, we gain valuable insights into the complex interplay of individual motivations and collective behaviors shaping digital culture. From the influence of herd mentality and curiosity to the power of emotion triggers, relatability, and FOMO, each factor contributes to the dynamics of content dissemination and engagement within online communities.
As we continue to navigate the ever-evolving landscape of digital communication, it is crucial to remain vigilant and mindful of the psychological forces at play. By promoting critical awareness, digital literacy, and a culture of responsible online engagement, we can harness the potential of virality for positive social change while mitigating its potential harms. In doing so, we can strive towards a more informed, connected, and resilient online community.
Affezah Ali is an academic and researcher specialising in organisational and industrial psychology, with a particular focus on cyberpsychology. She is currently an advisor and lecturer at the School of Liberal Arts and Sciences, Faculty of Social Science and Leisure Management at Taylor’s University.
