In today’s marketing landscape, the barrier to entry for creating and publishing new content is at an all-time low.
That means social networks and other distribution channels are flooded with content – and so naturally, as a way of filtering and screening our feeds, we gravitate to the content that everyone else is sharing.
These widely-shared articles, infographics, and videos tend to pique our curiosity, or they hit us with powerful “a-ha” moments. After all, these things are going viral for a reason.
Making Things Go Viral
Whether you are a marketer or an occasional writer, it’s worth knowing how this coveted viral effect comes about.
Today’s infographic comes from Outgrow, and it covers two psychological theories on what leads to viral content, why we share certain things, and some examples of winning viral campaigns that took advantage of triggering these emotions.
People share individual pieces of content for all types of reasons, but there are some commonalities.
According to psychological theory, content that feels novel or that fills information gaps may trigger the release of dopamine in the brain. Further, content that touches the right emotions (excitement, surprise, nostalgia, etc.) can also latch onto a viral effect.
Virality and The Brain
What role does psychology play in making things go viral?
Here are two well-documented psychological effects that trigger the reward pathways in the brain.
1. Novelty Seeking
Your mind is tired of seeing the same old ideas over and over again. That’s why things that are new or unusual will catch your eye – and this includes the content on your favorite website or social feed.
In fact, the brain is hardwired to search for novelty in this way. Seeing something new can motivate us to explore our environment for rewards, and with social media that reward is just a click away.
2. Information Gap Theory
Humans are obsessed with information and have an unquenchable interest in the world around them. That’s why, when your Facebook feed provides a chance to temporarily satisfy your curiosity with just one click, you can’t help but succumb.
Scientists haven’t figured out exactly how curiosity works yet, but what we do know so far is that it’s an itch that humans feel they must continually satisfy. More specifically, according to George Loewenstein’s information gap theory, we often act to fill a gap between what we know, and what we want to know.
Sharing is Caring
But even if something catches our attention, it still needs to spread far and wide to have a viral impact. That’s why the reasons we share content are important, and why posts typically hit on certain emotions to achieve virality.
People share content to:
- Connect with someone over a shared interest
- Promote a product they believe is useful to others
- Be involved in a current trend or event
- Be the first to tell a friend about a trend or event
- Share something about themselves
- Socialize with friends offline
- Promote a good cause
- Demonstrate their own knowledge or ability
- Start an online conversation
- Boost their reputation among friends
Lastly, specific positive emotions lead people to sharing content, including those of amusement, affection, surprise, happiness, and excitement. On the flipside, nostalgia and disgust are two other psychological responses that trigger sharing as well.
10 Travel Destinations for Post-Pandemic Life
Excited to get back to travelling the world? This infographic highlights the 10 most popular tourist destinations.
10 Travel Destinations for Post-Pandemic Life
On March 11, 2020, the World Health Organization formally classified the COVID-19 outbreak as a pandemic. The resulting travel bans decimated the tourism industry, and international air travel initially fell by as much as 98%.
Almost two years later, travel is finally back on the table, though there are many restrictions to consider. Regardless, a survey conducted in September 2021 found that, as things revert to normalcy, 82% of Americans are looking forward to international travel more than anything else.
To give inspiration for your next vacation (whenever that may be), this infographic lists the 10 most visited countries in 2019, as well as three of their top attractions according to Google Maps.
Here were the 10 most popular travel destinations in 2019, measured by their number of international arrivals.
|Country||Number of international arrivals in 2019 (millions)|
|🇬🇧 United Kingdom||39.4|
*Estimate | Source: World Bank
France was the most popular travel destination by a significant margin, and it’s easy to see why. The country is home to many of the world’s most renowned sights, including the Arc de Triomphe and Louvre Museum.
The Arc de Triomphe was built in the early 1800s, and honors those who died in the French Revolutionary and Napoleonic Wars. In 1944, Allied soldiers marched through the monument after Paris was liberated from the Nazis.
The Louvre Museum, on the other hand, is often recognized by its giant glass pyramid. The museum houses over 480,000 works of art, including Leonardo da Vinci’s Mona Lisa.
Art isn’t the only thing that France has to offer. The country has a reputation for culinary excellence, and is home to 632 Michelin-starred restaurants, the most out of any country. Japan comes in at second, with 413.
While You’re There…
After seeing the sights in Paris, you may want to consider a visit to Spain. The country is the southern neighbor of France and is known for its beautiful villages and beaches.
One of its most impressive sights is the Sagrada Familia, a massive 440,000 square feet church which began construction in 1882, and is still being worked on today (139 years in the making). The video below shows the structure’s striking evolution.
At a height of 172 meters, the Sagrada Familia is approximately 52 stories tall.
Another popular spot is Ibiza, an island off the coast of Spain that is famous for its robust nightlife scene. The island is frequently mentioned in pop culture—Netflix released an adventure/romance movie titled Ibiza in 2018, and the remix of Mike Posner’s song I Took a Pill in Ibiza has over 1.4 billion views on YouTube.
If you’re looking for something outside of Europe, consider Mexico or Thailand, which are the 7th and 8th most popular travel destinations. Both offer hot weather and an abundance of white sand beaches.
If you need even more convincing, check out these links:
- The 13 Best Beaches in Mexico
- The Best Resorts in Mexico: 2021 Reader’s Choice
- The Best Night Markets in Bangkok, Thailand
- The Best Rooftop Bars in Bangkok
Under normal circumstances, hundreds of billions of dollars are spent each year by international tourists. According to the World Travel & Tourism Council (WTCC), this spending accounted for an impressive 10.4% of global GDP in 2019.
Travel restrictions introduced in 2020 dealt a serious blow to the industry, reducing its share of global GDP to 5.5%, and wiping out an estimated 62 million jobs. While the WTCC believes these jobs could return by 2022, the emerging Omicron variant has already prompted many countries to tighten restrictions once again.
To avoid headaches in the future, make sure you fully understand the rules and restrictions of where you’re heading.
Which Values Children Should Be Encouraged to Learn, By Country
Which qualities do people think are most important for children to learn? The answer differs from country to country.
Many of the values we prioritize as adults were instilled in us during our childhood days.
They’re called our formative years for a reason—from when we’re born up until we’re about eight years old, our brains are easily molded and remain highly sensitive to external influences and environments. But depending on where you grew up, you may have been exposed to different values during your childhood compared to someone from another place.
These visualizations by Anders Sundell illustrate the most important values people think children should learn at home, across more than 80 different countries.
Sundell used data from the World Values Survey, an international survey that interviews hundreds of thousands of participants from across the globe. Respondents were asked to pick up to five qualities they believe are the most desirable for children to have:
- Good manners
- Hard work
- Feeling of responsibility
- Tolerance and respect for other people
- Thrift, saving money
- Determination and perseverance
- Religious faith
Sundell took the survey data and calculated the proportion of people in each country that selected each quality. From there, he took the top qualities and created three separate plot graphs to show the contrast between them.
Let’s look at the importance that countries placed on different values, including (1) independence and obedience, (2) unselfishness and religious faith, and (3) hard work and imagination.
1. Independence vs Obedience
Nordic countries value independence greatly, and find obedience to be a less important quality to instill in children.
View the full-size infographic
Other available data also supports that adults in Nordic countries value independence. According to Eurostat, the most common age to leave home in Sweden is between 17 and 18—nearly a decade sooner than the average age across the EU (26 years old).
Denmark’s average age to leave home is also below the European average, at 21 years old.
On the other end of the spectrum, countries like Iraq and Egypt believe obedience is much more important for children to learn.
2. Unselfishness vs Religious Faith
Bangladesh, Egypt, and Jordan all place a strong emphasis on faith, and fall on the far right of this graph.
View the full-size infographic
Islam is a strong influence in all three of these countries. In Bangladesh and Jordan, it’s the official state religion. And while Egypt is a secular country, a majority of citizens identify as Muslim—about 90% of the population.
Interestingly, places like the U.S. and Hong Kong fall right in the between, placing relatively equal importance on religion and unselfishness.
3. Hard Work vs Imagination
Left-leaning Nordic countries like Sweden, Norway, Denmark, and Finland think imagination is more important for children to learn than hard work.
View the full-size infographic
Interestingly, Japan also scored high for imagination, seeing it was a more important value to teach children than hard work. This is despite the fact that the country has an international reputation for being a hardworking country, where even taking an extended vacation can be frowned upon. Then again, Japan has a reputation for producing wildly creative works of art that are popular internationally (anime, for instance).
As expected, countries and cultures contain multitudes, and can often seem paradoxical and complex to those who try to codify them.
What qualities do you think are most important, and what countries surprised you with their placements?
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