https://blog.hubspot.com/marketing/viral-content-psychology 

This week’s discussion on nonprofit branding makes my head turn its gears wondering what makes something go viral, and what doesn’t.

The marketing teams at nonprofit organizations across the country are coming up with new videos everyday: some short, some long, telling stories about lives that they have changed with their organization’s effort.

Some, like the KONY 2012 campaign, go viral and gain millions of supporters in a number of hours, while others get a few likes on instagram, and that’s it. Both are produced with high-level video production equipment, a powerful story, and an important cause. So why does one do better than the other?

Well, in the words of YouTube Star Michelle Phan, “You’re not going to make it viral. Viral chooses you.”

I thought I’d share some psychology behind it. In short, it’s a mix of CURIOSITY and TRIGGERED EMOTIONS. There’s no secret formula, but testing your content over and over again to see what sticks is most important.

Here’s a map that shows what emotions cause videos to be more viral than others. I can’t say that I’ve seen a nonprofit use the element of surprise for their content, perhaps they should try it!