the fundamental truth
people don't share content because it's good. they share content because sharing makes them look good.
that's it. that's the secret.
every share is a statement about the sharer: "this is who i am. this is what i believe. this is my tribe."
the sharing triggers
1. identity reinforcement
people share content that reinforces their identity. if i see myself as a disruptor, i share content about disruption. if i see myself as thoughtful, i share nuanced takes.
the question: does your content help people perform their identity?
2. social currency
people share things that make them look smart, funny, or in-the-know. being first to share something valuable gives social status.
the question: does sharing your content make someone look good?
3. emotional arousal
high-arousal emotions drive sharing. awe, anger, anxiety, excitement—these spread. sadness and contentment don't.
the question: does your content create emotional arousal?
4. practical value
people share useful things. tips, tools, guides—content that helps someone else solve a problem.
the question: is your content useful enough to share?
5. tribal signaling
people share to signal membership in a group. "my people get this. if you don't get it, you're not my people."
the question: does your content help people identify their tribe?
the math of virality
virality isn't magic. it's math.
if the average person who sees your content shares it with 1.1 people, it will grow exponentially. if they share it with 0.9 people, it will die.
that's the entire difference between viral and not viral: a 20% swing in share rate.
your job: increase the probability of sharing by optimizing for the triggers above.
what actually spreads
observations that articulate unexpressed feelings
the reader thinks "i've always felt this but never said it" — and they share to say it.
reframes that change perspective
the reader thinks "i never thought about it that way" — and they share to look smart.
stories that provoke emotion
the reader feels something — and they share to make others feel it too.
information that provides status
the reader learns something few people know — and they share to be the one who knew it first.
what doesn't spread
self-promotional content
"look how great i am" — nobody wants to amplify that for you.
content without stakes
"here's a mildly interesting observation" — not enough emotional arousal to trigger action.
inside jokes without bridges
if the audience doesn't get the reference, they can't share it to look smart.
anything that makes the sharer look bad
nobody shares content that makes them look dumb, mean, or out of touch.
the virality mistakes
optimizing for impressions instead of shares
impressions come from the algorithm. shares come from humans. design for humans.
chasing trends without adding value
jumping on trends without adding perspective is noise. add or stay quiet.
making it about you instead of them
the content is the excuse. the share is about the sharer. make the share worthwhile.
trying too hard
the effort shows. viral content feels effortless, even when it isn't.
the honest truth about viral content
most viral content is lucky. the same post on a different day might get 12 likes instead of 12,000.
what you can control:
- the quality of your observations
- the clarity of your expression
- the emotional resonance of your content
- the consistency of your posting
what you can't control:
- whether the algorithm picks you up
- whether the right person shares you
- whether the timing works
focus on making shareable content consistently. eventually, one of them hits. when it does, you'll be ready with more.
the practice
before posting, run through the triggers:
- does this help someone perform their identity?
- does sharing this make someone look good?
- does this create emotional arousal?
- is this practically useful?
- does this signal tribal membership?
if you can't answer yes to at least two of these, the post probably won't spread.
that doesn't mean don't post it. not everything needs to go viral. but know what you're optimizing for.