Content Validates Existing Beliefs

Shaan Puri and Sam Parr discuss the psychology behind viral content, particularly focusing on why people share certain content and how to engineer content for maximum shareability. They emphasize that content goes viral when it validates people's existing thoughts or feelings.

Key Points:

• Core Emotions That Drive Sharing:

  • Funny/LOL moments
  • WTF/outrageous content
  • Heartwarming/touching stories
  • Amazing/awesome revelations
  • "Finally someone said it" moments

• Psychology of Sharing:

  • People share content that validates their existing thoughts
  • They're not saying "wow, he's right" but rather "I'm right"
  • Content that articulates what people are thinking but couldn't express

• Content Creation Strategy:

  • Start with the intended emotional reaction
  • Different emotions get different share rates
    • Outrage gets more shares than sadness
    • Small tweaks can transform sad content into outrageous content

• Content Recognition Factor:

  • Most powerful when people recognize something they feel but weren't sure others felt
  • Similar to location-based content that makes people feel personally addressed
  • Creates a "I'm not alone in thinking this" moment

• Writing Process:

  • Write initial draft in one go
  • Take a break to let ideas simmer
  • Return for editing with fresh perspective
  • Use emotional templates to guide content direction

This approach to content creation focuses on tapping into existing beliefs and feelings rather than introducing entirely new ideas, making it more likely for content to resonate and be shared.