Psychology of TikTok: Case Study of 2020’s Top Viral Videos.
- sugandindesilva
- Apr 19, 2021
- 3 min read
Updated: Jun 6, 2021
So here we are at the same pivotal point again my friends. The second saga of attempting to unearth the inner workings of TikTok. And I fear it may not be the last! This time, we are examining the science behind viral TikToks.
Let’s be honest, how fascinating do you really find another teen lip-syncing to a diss track?
See @bellapoarch
To the 🐝 🐝 🐝 #fyp ♬ M to the B – Millie B
#1 VIRAL TIKTOK OF 2020
How about a middle-aged man long boarding on the highway drinking cranberry juice?
#2 VIRAL TICKTOK OF 2020
Or the comical portrayal of that one annoying co-worker we all know on Zoom?
See @itscaitlinhello
#fyp #foryou #foryoupage #zoom #workfromhome #comedy #gonnabefriends ♬ original sound – Caitlin Reilly
#3 VIRAL TIKTOK OF 2020
Sure they’re fun, but do you find them fascinating enough to share across your multiple social media platforms?
Well this is precisely what happened with the above TikToks. Amid the multitude of likes, comments and extra followers garnered, they also placed as the top 3 viral TikToks of 2020.
But what exactly instigated this massive response? Was there a common denominator that can be boiled down to a science? Or was it merely luck that led to the TikTok gods shining on them for one glorious moment?
Why We Share?
Social Currency.
Unruly, a marketing technology company, lists social motivators to be powerful in sharing content, with 25% of people seeking approval of others.
But 75% of the time, we have other social reasons for helping videos go viral that still serves in adding to our social currency (see pie chart below).
We believe that talking about remarkable things and sharing content that is unusual and extraordinary makes us, by extension, appear REMARKABLE!
High Emotional Response.
Viral content are generally more provocative than traditional television advertisements. The differentiator between ‘to share’ or ‘not share’ depends on the high levels of excitement they generate. Going viral takes make more than eliciting a subpar emotion.
Positive emotions of amusement, excitement, inspiration, and warmth encourages sharing. Videos featuring dramatic elements such as surprise, plot, and characters (e.g. babies and animals) as well as celebrities evoke high emotions.
There is argument that virality is not dependent solely on positive emotions. Negative emotions such as fear, anger and to a much lesser degree disgust and sadness can lead to content catapulting into viral sharing.
Remember that FEAR can always be used as a tactic to provoke SURPRISE in the viewer.
Not Convinced??
KEEP SCROLLING….. (**Insert warning**)
See @thereptilezoo
Throwback when @jayprehistoricpets got real close with some of the big snakes at the zoo 😂 #thereptilezoo #snakes #crazy ♬ original sound – The Reptile Zoo
Watching that, did your heart clench from utter fear? Did a shiver of chill run down your spine? And did you also think what an absolute fool? (asking for a friend!).
But most importantly, WERE YOU SURPRISED? And did you maybe watch it for the second time because you needed further proof of what you just witnessed?
Fear is indeed used as a surprise tactic, making it prime viral content!
Why the Big 3?
So let’s evaluate why the top 3 viral TikToks of 2020 earned their rightful place against some of the most powerful reasons why we share online.
2020’s ‘Big 3′ certainly hit many of the social motivators that drive shares’ social currency gain and elicited high positive emotions.
Do you agree with this assessment? Is there other ways these 3 TikToks instigate the procurement of social currency? Do they evoke alternate emotions not yet explored?
Comment and share your unique perspectives below! 🙂
Comments