The Psychology Behind Viral Trends

Have you noticed the various "checklist" trends circulating on social media platforms like Instagram's stories recently? The most widespread ones include the "2023 Experience List", "2024 Wish List", and "Travel Bucket List" - what do these checklist trends reveal about people's desires?

From a self-expression perspective, sharing one's experiences and preferences through these checklists can help individuals express their unique identities, build a sense of self, and present an image of themselves that they aspire to. It can also increase their "social currency" by conveying things that may help them maintain or enhance their standing and appeal among their peers.

From a social connection perspective, these checklists may satisfy our need to feel connected. By sharing, people can create emotional resonance and connections with friends, and gain a sense of social proof and validation within their social circles. The psychological effect of conformity also plays a role, as people tend to follow what their peers are doing, leading to a snowball effect as these trends spread.

Due to the way algorithms work, these online trends and challenges tend to gain higher visibility and exposure. This is further amplified by our innate human preference for novelty and seeking out new experiences (neophilia). These social media checklists and challenges are also inherently easy to participate in and share, requiring minimal time and effort. Their simplicity and high accessibility make them readily available for people to engage with.

Whether it was the Ice Bucket Challenge a decade ago, the recent TikTok dance crazes, or the widespread checklist trends, various social media phenomena can fulfill certain psychological needs from different angles. As more and more online fads emerge, and we see our friends engaging themselves in these crazes, it's important to remember that we have the freedom to choose how and where to spend our energy. Maintaining an independent, critical mindset allows us to navigate these waves of internet trends with more control and discernment.

References:

Gong, X., Ye, Z., Liu, B., Yu, S., & Yan, Y. (2021). How Does Social Currency Influence Prosocial Behavior? The Role of Collective Self-Esteem and Communication Network Heterogeneity. Frontiers in psychology, 12, 672505. https://doi.org/10.3389/fpsyg.2021.672505

“Our Social Media Addiction.” Harvard Business Review, 17 Oct. 2022, hbr.org/2022/11/our-social-media-addiction.