Understanding The Psychology of Viral Trends and Challenges

The internet is a powerful space where ideas, trends, and challenges spread like wildfire.

From dance crazes on TikTok to social awareness campaigns, virality has shaped digital culture.

But what makes a trend go viral?

Why do some challenges gain millions of participants while others fade into obscurity?

The psychology behind viral trends is a fascinating mix of social influence, emotional triggers, and behavioral patterns.

In this article, we’ll break down the core psychological drivers of virality, the potential downsides, and how virality can be used for good.

The Core Psychological Drivers of Virality

Several psychological factors contribute to why people participate in viral trends and challenges.

These key drivers help explain the contagious nature of internet phenomena.

Social proof: “everyone else is doing it”

People tend to follow the crowd.

When we see others participating in a trend, we are more likely to join in.

Social proof is a psychological phenomenon where individuals look to others for guidance on how to behave, especially in uncertain situations.

Examples:

The Ice Bucket Challenge (2014) raised awareness for ALS, with celebrities and everyday people participating because they saw others doing it.
TikTok dance challenges gain traction when influencers or celebrities join, reinforcing the idea that “this is something worth doing.”

Stat:

A study published in Psychological Science found that social influence plays a major role in decision-making, with people being 50% more likely to engage in behaviors they see others doing.

Emotional appeal: The power of feelings

Ever wonder why some videos, stories, or posts spread like wildfire?

It’s all about emotions.

When something makes us feel joy, surprise, awe, fear, or even anger, we’re more likely to share it with others.

Examples:

Heartwarming videos, like soldiers reuniting with their families, often go viral because they trigger feelings of happiness and empathy.
Controversial or shocking content spreads quickly because it provokes intense emotional reactions.

Stat:

Research from the Journal of Marketing Research found that content evoking high-arousal emotions (excitement, anger, or amusement) is 28% more likely to be shared compared to neutral content.

Sense of community and belonging

Humans are naturally social—we all want to feel connected, included, and part of something bigger than ourselves.

That’s why viral trends and challenges spread so quickly—they give people a sense of belonging and make them feel like they’re part of a larger movement.

Examples:

The #MeToo movement became viral because it connected people through shared experiences.
Trends like #10YearChallenge encouraged users to reflect on personal growth while engaging with others.

Gamification and competition

Turning something into a game makes it more exciting, engaging, and shareable.

When people feel like they’re competing or achieving something, they’re more likely to participate—and encourage others to join in too.

That’s why viral challenges spread so fast!

Examples:

The “Mannequin Challenge” involved people freezing in place while a camera moved around them. The challenge aspect made it more appealing to try.
Fitness challenges (like the 30-day plank challenge) use competition to drive participation.

Stat:

A study in Cyberpsychology, Behavior, and Social Networking found that challenges with a competitive aspect increase engagement by 40%.

Ease of Participation and Sharing

For something to spread like wildfire online, it has to be easy to do and share.

If a challenge or trend requires too much effort, people lose interest.

But when it’s quick, fun, and effortless, more people jump on board—leading to viral success.

Examples:

The “Harlem Shake” went viral because it required minimal effort—just a short dance clip with a sudden switch in music.
The #DollyPartonChallenge gained traction because it involved posting four images with different themes—no physical effort needed.

The Dark Side of Virality

While viral trends can be fun and positive, they also have a darker side.

Not all trends are harmless, and some can cause real harm.

Misinformation

Not everything that goes viral is true. False information can spread just as quickly—sometimes even faster—than real facts.

Examples:

COVID-19 misinformation led to widespread panic and the promotion of unverified treatments.
Deepfake videos spread false narratives, making it harder to distinguish real from fake content.

Stat:

A study in Science found that false news spreads six times faster than true news, primarily due to its emotional appeal.

Cyberbullying and online harassment

Sometimes, a viral joke or challenge crosses the line into bullying.

What starts as playful teasing can quickly turn into public humiliation or targeted harassment.

Examples:

The “Momo Challenge” allegedly encouraged harmful behavior among children, causing panic among parents.
Online “roasting” trends can quickly escalate into targeted harassment.

Privacy concerns

Many viral challenges require users to share personal content, sometimes without understanding the long-term consequences.

Examples:

The #FaceAppChallenge raised concerns about data privacy, as the app collected facial recognition data.
Social media quizzes that go viral often collect user data, sometimes for marketing or even fraudulent purposes.

Unrealistic expectations and social pressure

Some trends make people feel like they have to meet impossible beauty, fitness, or lifestyle standards—and that can be harmful.

Examples:

The “A4 Waist Challenge” (where users measured their waist width against an A4 sheet of paper) promoted unhealthy body comparisons.
Extreme fitness challenges can pressure individuals to push beyond safe limits, leading to injuries.

Stat:

Studies show that excessive social media use is linked to higher anxiety and depression levels, partly due to unrealistic comparisons.

Leveraging Virality for Positive Impact

Despite its downsides, virality can be used for social good.

When harnessed correctly, viral trends can spread awareness, inspire change, and promote positivity.

Raising awareness for social causes

Some of the biggest viral movements have raised millions of dollars, changed laws, and sparked global conversations about important issues.

Examples:

The Ice Bucket Challenge raised over $115 million for ALS research.
The #BlackLivesMatter movement became a global force for social justice.

Spreading positive messages

Some trends promote kindness, gratitude, and positivity, encouraging people to make the world a better place.

Examples:

The #ChallengeAccepted trend empowered women to share black-and-white photos, supporting female solidarity.
Random acts of kindness challenges encourage people to help strangers, making social media a more uplifting space.

Stat:

According to a study in Psychology of Popular Media, positive viral campaigns improve people’s moods and increase prosocial behavior by 25%.