In Viral Content Strategy class, we explored the psychology behind social media engagement and experimented with creating our own content taking ques from the following strategies learned through texts such as Jonah Berger’s book – Contagious Why Things Catch On  and other sources throughout the course.

Some of the key strategies we learned in the Viral Content Strategy class to maximize shareability include:

1. Emotional Resonance – Content that evokes strong emotions (awe, joy, anger, surprise, etc.) is more likely to be shared. Storytelling, personal vulnerability, and humor can enhance this effect.

2. Relatability & Identity Alignment – People share content that reflects their values, beliefs, or personal experiences. Creating content that speaks to a specific identity or community increases engagement.

3. Novelty & Surprise – Unexpected twists, unique perspectives, or unconventional takes on common topics capture attention and encourage sharing.

4. Trends & Timeliness – Tapping into trending topics, challenges, or cultural conversations can increase reach by leveraging existing momentum.

5. Social Currency – People share content that makes them look knowledgeable, funny, or insightful. Content that provides new insights or exclusive knowledge boosts shareability.

6. Simple & Clear Messaging – Easily digestible content with a strong, singular message is more likely to be shared. Overly complex or cluttered posts can lose engagement.

7. Encouraging Participation – Calls to action, interactive elements (polls, questions, duets), and formats that invite user-generated content boost engagement and shares.

8. Platform-Specific Optimization – Content should be formatted for each platform’s algorithmic preferences (e.g., Instagram prioritizes engagement in the first hour, TikTok favors looping videos and watch time).

9. Consistency & Momentum – Regular posting keeps the audience engaged and signals to the platform’s algorithm that your content is worth promoting.

Creating Content

The content created to test these strategies for my project focused on promoting healthy masculinity through my brand, Unmasked Masculine, using Instagram, TikTok, and a blog website to test different storytelling approaches. From mythological symbolism to actionable insights and techniques, I created content to offer value to my target audience while inspiring meaningful conversations, and building community.

Below, you’ll find my final presentation, where I break down my key insights, the results of my experiments, and what I learned about creating impactful, shareable content.