The Science Behind 2016‘s Most Viral Infographics (And What It Means for Your Content Strategy)

It‘s every marketer‘s dream: you slave over a gorgeous infographic, hit publish, and watch the shares and traffic pour in as it goes viral. But while it may seem like the most popular infographics spread like wildfire by chance, there‘s actually a science behind why some visuals catch on while others fade into obscurity.

A recent analysis by Visme looked at over 200 of the most-shared infographics of 2016 to identify the common traits and topics that made them so irresistible. But as interesting as it is to see the data behind the year‘s biggest hits, the true value lies in understanding the why – what is it about human psychology and the way we process information that makes certain infographics so darn shareworthy?

It turns out there‘s a wealth of academic research and behavioral science principles that can explain the hidden drivers of infographic virality. Armed with this knowledge, content creators can craft visual content that‘s engineered to get more engagement and reach. Here‘s a closer look at the key characteristics the most popular infographics have in common and the scientific reasons behind their impact.

Appeal to Identity and Emotion

One of Visme‘s most striking findings was just how dominant entertainment and lifestyle topics were among the most-shared infographics compared to more "serious" themes. Celebrities, pop culture, sports, health and food were all vastly more popular than subjects like business, finance and politics.

This reflects one of the core psychological drivers behind sharing content – people share things that reflect their identity and personal interests. We tend to view the things we share on social media as an extension of ourselves, and thus gravitate to content that captures our hobbies, beliefs and values.

"Sharing is a form of self-expression and relationship-building," explains Dr. Pamela Rutledge, director of the Media Psychology Research Center. "We share content that makes us look good and sends a message about who we are."

Entertainment content in particular tends to tap into positive emotions like joy, amusement and nostalgia. Positive emotions have been shown in numerous studies to increase sharing behavior. A 2010 analysis of New York Times articles found that content that evoked high-arousal emotions like awe, anger and anxiety was more likely to go viral than content that elicited low-arousal or negative emotions.

"Emotional stimuli activates our nervous system, getting our attention and enhancing memory," says Dr. Rutledge. "Emotions also trigger us to take action, whether that‘s fight-or-flight or sharing something on Facebook."

The implications for content creators is to consider not just what information you‘re presenting, but what identity and emotions you want to evoke in your audience. Including references to pop culture, tapping into nostalgia, and appealing to people‘s lifestyles and values are all smart ways to create an immediate personal connection.

Embrace Visual Storytelling

Visme‘s analysis also revealed that infographics in an "informational storytelling" format were far more popular than more data-heavy formats like single charts or visualized numbers. This reinforces a growing body of research on the power of visual narratives to engage audiences on a neurological level.

"Stories are powerful because they mimic how we experience life in a cause-and-effect manner," says Dr. Carla Clark, a neuroscientist and leadership consultant. "They activate multiple regions of the brain and allow us to mentally simulate the events, which creates deeper comprehension and retention."

fMRI studies have shown that when people read stories, not only do the language processing parts of their brains light up, but so do areas associated with the story‘s sensory details, suggesting they‘re actively imagining the scenes. Visual stories are particularly immersive because they replicate how we normally perceive the world through sight.

From an evolutionary standpoint, we‘re hardwired to pay attention to visual stimuli and graphic information. Research suggests that the human brain processes images 60,000 times faster than text, and that visuals have been found to improve learning by up to 400%. Storytelling is how we‘ve passed on information to ensure survival since the days of cave paintings.

When you combine the two – wrapping your message into a visual narrative – you‘ve got a uniquely powerful communication tool. The graphics pull your audience in, while the story compels them to keep reading to find out what happens next.

"Storytelling taps into the natural way our brains absorb information, while visuals act as ‘supernormal stimuli‘ that grab attention," says Dr. Clark. "Infographics that leverage both are able to quickly hook people and convey messages that stick."

To apply this to your own infographics, consider how you can present your core message or data as a narrative arc – establish the setting, raise a question or problem, and then lead viewers through to the conclusion. Resist the urge to cram in every fact or figure, and instead streamline your points to fit the flow of the story.

Prioritize Practical Utility

Another standout trend in Visme‘s roundup was the popularity of step-by-step guides and informational content focused on teaching readers how to do something. "How to" articles and listicles have long been a staple in the world of blog posts and editorial content, and with good reason – their skimmable format and practical takeaways make them extremely valuable to readers.

But this tilt towards the genuinely useful (versus the superficial or entertaining) hints at an even deeper psychological motive for sharing content – the desire to appear knowledgeable and help others. Aside from presenting our identities, one of the main reasons we share information is to build social bonds and status.

A study by the New York Times Customer Insight Group identified 5 key reasons people share content online:

• To bring valuable and entertaining content to one another (94%)
• To define themselves to others (68%)
• To grow and nourish relationships (78%)
• For self-fulfillment (69%)
• To get the word out about causes they care about (84%)

All of these motivations relate to curating a certain social image and building bonds through altruism. Essentially, psychologists have found that we share content that makes us look good and that we think provides value to our networks. Infographics that share practical tips, how-to information and insider knowledge accomplish both.

"Sharing informative content is a prosocial act that triggers the brain‘s reward system," says Dr. Charlotte Armitage, a psychologist and business coach. "It allows people to present themselves positively and feel like they‘re making a meaningful contribution."

The lesson for content marketers: don‘t underestimate the appeal of function over form. While your infographic should certainly have strong visual design, it‘s even more important that the information itself be genuinely insightful and valuable. Teach readers something useful they can apply in their own lives, and they‘ll view your content (and your brand) as a helpful resource worth sharing.

The Potent Combination

So what do these psychological principles look like in practice? To bring theory into reality, let‘s examine one of 2016‘s most-shared infographics through the lens of these key characteristics of virality:

This infographic from FiveThirtyEight during last year‘s NBA Finals generated over 16,000 shares thanks to its perfect combination of:

• Tapping into identity: Shared a topic people are passionate about (sports) related to a hugely popular event (NBA playoffs)
• Emotional hook: Sparked curiosity/awe (How can data predict the winner?), captured excitement around the Finals
• Visual storytelling: Used a graphic timeline to lead readers through the Cavaliers‘ journey over the series
• Practical value: Offered a new perspective on the Finals outcome and made analytics accessible

By wrapping proprietary data and statistical insights into an emotionally compelling, visual story pegged to a major cultural event, FiveThirtyEight was able to create a piece of content that spread like wildfire among casual and diehard NBA fans alike.

Key Takeaways

To recap, here are the key scientific principles behind highly shareable infographics:

1. Identity and emotions drive sharing. People share content that expresses their personality, beliefs and interests, and that evokes high-arousal emotions. Tap into this by aligning your topics and tone with your target audience‘s values and lifestyles.

2. Visual storytelling is uniquely engaging. Our brains are built to pay attention to visual stimuli and cause-and-effect narratives. Use graphic elements and a clear story arc to pull readers in and keep them hooked.

3. Utility earns loyalty. People share content that provides practical value and makes them look smart and helpful. Pack your infographics with truly useful, insightful information readers won‘t find anywhere else.

4. The power is in the combination. The most successful infographics artfully blend all of these elements – an engaging visual story that resonates emotionally and leaves readers with valuable knowledge. Strive for that sweet spot between form, feeling and function.

Of course, understanding the hidden science of shareability is just one part of the equation. In the end, the topic and execution of your infographic have to be interesting and unique enough to stand out and earn attention. But by using these proven psychological principles as a foundation, you‘ll be well on your way to striking viral gold.

Happy visualizing!

Sources:

• "The Secret Science Behind Viral Content." ConversionXL
• "The Psychology Behind Why Some Infographics Go Viral (And Others Don‘t)." Inc.
• "How to Engineer Information for Extreme Engagement." The Next Web
• "The Psychology of Sharing: Why Do People Share Online?" The New York Times