How important is it to “go viral” these days? The expression “going viral” used to be tied to medicine, and specifically about viral infections that could spread and infect others. Today, however, the term is regularly used in marketing, relating to when a piece of content spreads quickly across social media platforms and shared by thousands (or even millions) of users in a very short time span. By contrast, rather than the negative meaning associated with a medical condition going viral and infecting others, online content that goes viral online is welcomed by content creators with the sole focus of getting the content out there to as many people as quickly as possible. Putting content out on the internet is not abnormal, but often when people create content designed to go viral they experience ethical, moral, and legal hurdles relating to the imagery, words, and overall message. What will you do do to go viral? How outlandish and obnoxious are you willing to be? In order to get the most clicks, is hyperbole enough, or will you flat out lie? Does integrity matter any more, or does the value of virality supersede everything? And what is the impact on mental health when we place so much emphasis on being noticed by others?
The need to go viral…
The craving to have content go viral is rooted in several inter-related psychological pieces, including ego, belonging, status, and reward. Most people who post content are motivated by these factors, and that’s actually quite normal when it comes to mental health. It feels good to have something liked, and there are studies showing dopamine increases similar to playing a slot machine when our posts are recognized. But what about people so dependent on accumulating likes, favorable comments, shares, and other digital signs of acceptance that they will post almost anything — regardless whether it’s true, or of good taste? What starts out as people who want to be seen for who they are through genuine posts, often changes to gain more attention and end up shaping their content solely for what gets seen (and liked). In essence, a shift occurs from sharing things about yourself, to morphing into a communication vessel designed solely for attention.
When the drive for attention becomes the #1 motivator in posting online content, authentic messaging gets replaced by sensationalism. The crazier the post, the more likely to gain attention — and go viral. At this point truth and authenticity take a backseat to shock, hyperbole, and often downright lies. Many people get caught in this cycle — post something bland and not much occurs, but post something deeply controversial and/or offensive, and here come the clicks! This type of interaction provides positive reinforcement (especially if the account is monetized), but it also comes with a mental health cost. The chase for virality isn’t about being heard—it’s about being validated. And the more we rely on metrics to define that validation, the more we lose control over what we create, and why we create it.
Being active online is one thing, but when we hang all of our self-worth on how much virality a post receives, then maybe it’s time to re-think the online game. Online activity gets even concerning when posts are purposely created with lies, poor taste and offensive/dangerous elements. While it seems like online posts and the goal to “go viral” is harmless, the success (or lack thereof) of a post can have a direct, positive or negative effect on one’s mental health. Contrast the “go viral” approach to simply positing for the sake of sharing your life with others, and you can see two very different approaches with two very different outcomes.
Final thoughts
“Going viral” is the name of the game today, but why? And why do so many people push the envelope with their potentially viral posts by means of lying, or posting things solely based on shock value? Is this always monetarily driven, or do we have a human need to be recognized and appreciated — regardless of how we receive the attention? For those who regularly post online with the hopes of going viral, it is important to regularly self-audit to ensure you aren’t pushing content into dark, controversial places simply because of shock value. It’s also important to evaluate how much of your mental health depends on viral activity of your posts, and whether that helps (or hurts) your overall mental health.
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