The psychology of viral marketing: Why some campaigns explode and others flop

Why do some marketing campaigns skyrocket into global fame while others disappear into the digital void? Think of Old Spice’s quirky “The Man Your Man Could Smell Like,” or Dove’s emotionally charged “Real Beauty Sketches.” Both very different but both unforgettable. The secret isn’t just clever copywriting or high production value. It lies deeper, in the psychology of how we think, feel, and connect.

Emotion: The rocket fuel of virality

The most shareable content tugs at our emotions. Joy, awe, surprise, anger, even sadness, can motivate us to hit “share.” According to a study published in the journal Psychological Science, emotional arousal increases the likelihood of content going viral. But not all emotions are created equal. High-arousal emotions like awe and amusement tend to spread faster than low-arousal ones like contentment or sadness.

Just think of the ALS Ice Bucket Challenge: it was fun, surprising, and a little absurd. But behind the laughs was a powerful message. That’s the magic formula: emotional engagement with a clear, purpose-driven narrative.

Social currency: Making us look good

People love to share things that make them look smart, funny, informed, or generous. In marketing psychology, this is called social currency. When a piece of content gives someone a chance to impress their social circle, it becomes inherently shareable.

Take Spotify Wrapped as an example. By giving users personalised music insights, Spotify handed them a ready-made bragging tool. And in doing so, they turned millions of users into micro-influencers, all without paying for ads.

Triggers: The hidden hooks

Sometimes, the most viral content isn’t emotional, it’s sticky. Certain ideas embed themselves in our minds and resurface at the right moment. These are called triggers.

The “Pepsi Challenge” was simple but brilliant. Every time someone drank a cola, they thought about the blind taste test. The campaign was triggered not just by Pepsi ads, but by an everyday act: grabbing a cold drink. The goal? Keep the brand top of mind, even when the campaign isn’t running.

Stories: Wrapping the message in a narrative

Humans are hardwired for storytelling. A well-told story can carry a brand message further than any fact sheet or feature list. Consider how Apple’s early “Think Different” ads weren’t just about tech, they were about challenging convention and changing the world. That story resonated with people who saw themselves as rebels and creators.

Viral campaigns that weave their brand message into a compelling narrative create emotional investment and that makes people more likely to share.

From flop to fame: It’s not just luck

While virality can sometimes feel random, the most successful campaigns are often carefully engineered. Marketers who understand psychology, who study emotional drivers, social dynamics, and behavioural triggers, can design content that resonates, sticks, and spreads.

At the IMM Graduate School, we believe the future of marketing belongs to those who understand both data and people. Our programmes equip students to become strategic, insight-driven marketers who know how to tap into the psychology behind the scroll.

Because going viral isn’t just about luck, it’s about understanding what makes us human.