Viral content often appears to spread by magic, but there’s actually a method behind what makes people share things online. The STEPPS framework explains why certain ideas catch fire while others fade away unnoticed. Understanding these principles helps create content that resonates and gets passed along naturally. While nothing guarantees virality, content crafted with these elements in mind stands a much better chance of being shared widely.
Read also: African American History in Atlanta
What Makes People Share Content
People pass along content that makes them look good to others. This could be something that shows they’re in-the-know, caring, or humorous. Practical value plays a big role too—people love sharing helpful tips, life hacks, or useful information that might benefit their friends. When content saves people time, money, or effort, they’re more likely to spread it within their networks.
Emotion acts as a powerful sharing trigger. Content that evokes strong feelings—whether awe, amusement, or even anger—gets shared more than neutral material. The stronger the emotional reaction, the more likely someone will pass it along. Stories also travel well because they package ideas in memorable ways. When information comes wrapped in a narrative, people remember it better and share it more often than dry facts alone.
Applying the STEPPS Framework Effectively
Social currency explains why people share things that make them look interesting or smart. Just as wearing certain clothes signals status, sharing particular content acts as social signaling. Creating content that makes sharers feel like insiders or trendspotters increases its viral potential. Exclusive or surprising information works well here because passing it along makes people appear connected or knowledgeable.
Triggers are environmental reminders that keep content top of mind. Clever content creators associate their material with everyday things people encounter frequently. A snack brand might connect itself to afternoon slumps, ensuring office workers think of it around 3 PM. The more often environmental cues appear, the more often people remember and share the associated content. Effective triggers tap into existing routines rather than trying to create new habits.
Public visibility boosts sharing through simple observation. When something is designed to be seen by others, like a distinctive product or viral challenge, it spreads faster because visibility acts as social proof. Making private behaviors more public, or creating observable moments around products, increases their viral potential. The ice bucket challenge succeeded partly because participation was so visible on social media.
Practical value refers to useful, actionable content that helps others. People enjoy being the source of valuable information in their networks. Presenting helpful content in easily digestible ways—like clear tips or surprising statistics—makes it more shareable. The more directly people can apply the information, the more likely they’ll pass it along to friends who might benefit.
Stories serve as vessels that carry ideas. Rather than presenting information directly, wrapping it in narrative makes it more engaging and memorable. Effective brand stories don’t seem like advertisements but like interesting tales that happen to include products naturally. The story’s entertainment value carries the message forward as people retell it, preserving the key elements while dropping unnecessary details.
Creating viral content involves balancing these elements rather than using them all at once. A single piece might focus on strong emotional appeal and practical value, while another leverages social currency and triggers. The specific combination depends on the audience and goals. Testing different approaches reveals what resonates most with particular communities. Over time, patterns emerge showing which STEPPS principles work best for different types of content and platforms.
While the framework improves odds of content spreading, authenticity remains essential. Audiences quickly detect forced or manipulative attempts at virality. The most shared content genuinely delights, informs, or moves people rather than transparently chasing shares. Platforms also constantly change how content spreads, requiring ongoing adaptation of these timeless principles to new environments. What worked on early Facebook differs from what succeeds on TikTok today.
Understanding why content goes viral helps cut through the mystery of online sharing. Rather than hoping for luck, creators can systematically increase their chances by building shareability into their content from the start. The STEPPS framework provides a checklist for crafting material that aligns with how people naturally share information. While no formula guarantees virality, content that taps into these human motivations spreads much farther than content created without considering why people pass things along.
The science behind viral content reminds us that sharing is fundamentally social behavior. People share to connect, to help, to express themselves, and to strengthen relationships. Content that serves these human needs—whether through entertainment, utility, or emotional resonance—finds its way into more feeds and conversations. In an attention economy, understanding these principles helps create work that doesn’t just get seen, but gets shared and remembered.
Read also: Exploring Atlanta’s Diverse Neighborhoods
