The Psychology Behind Why People Share Videos Online
The Psychology Behind Why People Share Videos Online
If you've ever watched a video, laughed, cried, or felt the urge to shout "YOU HAVE TO SEE THIS!" while hitting the share button, congratulations—you've participated in one of the most fascinating behaviors of the digital age. Welcome to the psychology of sharing.
Here, we're unpacking the real reasons people share videos online. This isn't just about clickbait or cat videos. It's about identity, emotion, connection, and how our brains are wired. Think of this as a TED Talk-meets-digital-marketing-masterclass, designed to not only inform but give you actionable insights if you're a content creator, marketer, or simply a curious mind.
1. The Explosion of Video in the Digital Era
Let’s time travel for a moment. It’s 2005. You’re on a grainy YouTube page watching a low-res skateboarding fail. It’s hilarious. You email the link to five friends with a subject line like: "You have to see this 😂" (OK, maybe we used emojis even back then).
Now fast-forward to today. You're scrolling Instagram, pausing on a punchy Reel that somehow manages to be hilarious, educational, and inspirational in under 30 seconds. One tap and it’s shared to your story, your group chat, maybe even your mom.
This isn’t a fluke. This is the age of video. And it didn’t sneak up on us—it came crashing in like a tidal wave.
Video is now the universal language of the internet. Why? Because our brains are biologically wired to prefer it. We process visuals 60,000 times faster than text. Add movement, sound, emotion? Boom. You’ve got attention—and in today’s online landscape, attention is gold.
But let’s add some real-world weight to this.
By 2023, video made up over 80% of all internet traffic.
TikTok didn’t just go viral—it rewired our expectations for how fast we want entertainment and information.
YouTube isn’t just for kids or how-tos anymore—it’s the second largest search engine in the world.
Even LinkedIn, the buttoned-up boardroom of social platforms, is investing heavily in video content.
And we’re not just watching. We’re sharing. Like wildfire.
Why does that matter? Because we’re not just passive consumers anymore. We’re curators of identity. Tastemakers among our peers. Micro-influencers in our own circles.
The rise of video isn’t just about algorithms or platforms. It’s about psychology. It’s about what makes us feel something. It’s about what compels us to say, "I need you to feel this, too."
So buckle up. Because once you understand what’s driving all those shares, likes, and reposts, you won’t just be watching the internet—you’ll know how to shape it.
Ready to get inside the mind of a video sharer? Let’s dive deeper.
2. Why People Share: An Evolutionary Perspective
Why do we hit "share" on videos? It's not just a modern habit or a quick scroll. It’s deeply rooted in our evolutionary history. Let's break it down:
Humans Are Social Creatures:
From the beginning, humans survived by working together. Sharing information was crucial—whether it was warning others of a predator or sharing a new food source.
Fast-forward to today, and our need to communicate and share knowledge is still essential for survival, albeit in a different context.
The Need to Pass on Information:
The instinct to share valuable information is hardwired into us. Whether it’s a funny video or breaking news, when we find something interesting, our brains tell us: “You need to share this with others.”
This sharing reinforces our role in the social group and helps us connect with others.
Status and Social Bonding:
Sharing is a way to signal that we're in-the-know. It boosts our social capital, showing others that we have good taste or valuable insights.
Think about it: when you share a funny or insightful video, you’re not just sharing content—you’re sharing yourself. You're telling people: “I have something worth your time.”
The Power of Emotional Connection:
Videos tap into our emotions—whether it’s laughter, empathy, or surprise. These emotional triggers make the content more shareable.
When a video makes us feel something, we feel compelled to share that emotion with others. It’s an instinctive way of reinforcing our social bonds.
Social Proof:
Sharing a viral video can also serve as social proof. When you share something that’s trending, you signal that you’re aligned with popular culture or current trends.
This keeps us connected to what’s happening in the world and strengthens our social ties.
The Need for Belonging:
Humans have a deep-seated need to belong. Sharing videos that resonate with us helps us connect to like-minded people, fostering a sense of community.
By sharing videos, we’re not just passing along content; we’re participating in a larger social conversation, affirming our place within it.
In short, the urge to share videos is much more than a habit. It’s about bonding, belonging, and ensuring we remain connected in our ever-changing social world. Video sharing plays into our evolutionary drive to communicate and connect with others in a meaningful way.
3. Six Psychological Drivers Behind Video Sharing
We don’t just share videos for the sake of it—there’s more going on beneath the surface. Our brains are complex, and sharing videos taps into key psychological drivers that shape our behaviors. Here are the six big reasons people hit "share" when a video moves them:
The Desire for Social Connection
We are wired for social interaction. Sharing videos is a way of engaging with our social groups, whether it’s family, friends, or online communities.
Example: You see a video that reminds you of an inside joke with your best friend. You instantly share it to create that moment of connection and share a laugh.
Seeking Validation
Sharing something funny, insightful, or even controversial helps us gain social validation. It’s our way of saying, “Look at me, I know what’s cool.”
Example: Posting a viral video that aligns with your values, opinions, or interests can help others see you as knowledgeable, funny, or relatable. You’re subtly communicating, “I get it.”
The Need to Be Helpful
Videos often serve as tools for information. Whether it’s a DIY tutorial or life-hacking tips, sharing videos helps us feel like we’re helping others solve problems or expand their knowledge.
Example: Sharing a how-to video on fixing something or a health tip makes you feel like you’ve contributed something valuable to your network.
Emotional Engagement
Videos that stir up strong emotions—whether they make us laugh, cry, or feel inspired—are more likely to be shared. Emotion is a huge driver of human behavior.
Example: A heartwarming rescue video or a powerful story of kindness triggers emotions that we want to pass along. It’s not just about the video; it’s about sharing that emotional experience.
The Fear of Missing Out (FOMO)
There’s a powerful fear among people of being left out of trends or important conversations. Sharing trending videos helps people feel they’re in the loop and part of the cultural zeitgeist.
Example: When a viral challenge or meme is sweeping across social media, you might feel compelled to share it, even if you’ve only watched it once. You don’t want to be the one left behind!
The Joy of Entertaining Others
Sometimes, we just want to make someone else’s day. Sharing a funny, quirky, or relatable video is a simple way to spread joy and make others laugh.
Example: You might share a funny clip of a pet doing something adorable because you want to bring a smile to someone’s face. It’s a feel-good moment for both you and the person receiving it.
4. How Brands and Creators Leverage These Triggers
Now that we know the psychology behind why people share videos, how do brands and creators tap into these drivers to make content that’s not just watched but shared? Let’s dive into how the experts use these triggers to create video magic that spreads like wildfire.
Fostering Social Connection: Engaging Communities
How It Works: Brands and creators who want to build strong communities focus on creating content that invites conversation, participation, and shared experiences. They create videos that reflect the values, humor, or experiences that their audience holds dear.
Example: Think about how many viral challenges, hashtags, or movements have gained momentum online. Brands like Nike or Coca-Cola have tapped into collective pride and shared goals with campaigns like “Just Do It” or “Open Happiness,” encouraging people to feel like they’re part of a larger conversation.
Actionable Tip: Build content that’s relatable to your audience’s identity, creating a sense of community and belonging. Ask questions, encourage comments, and share user-generated content to keep that social connection alive.
Seeking Validation: Aligning with Values and Trends
How It Works: Brands and creators who understand that people want to be recognized for their tastes and opinions create content that taps into trends or values their audience supports. By aligning with trending topics or tapping into cultural movements, they provide content that viewers will want to share to validate their own beliefs and social status.
Example: Consider how beauty influencers might share makeup tutorials using the latest viral products or how fashion brands jump on sustainable clothing trends. The message is: “Look at me. I know what’s cool.”
Actionable Tip: Stay in touch with current trends and cultural movements. Create videos that are timely, relevant, and align with what your audience cares about. It’s about providing content that positions your audience as trendsetters or as a part of a bigger, important movement.
The Need to Be Helpful: Sharing Value
How It Works: Educational content performs incredibly well because it taps into our desire to help others or solve problems. Whether it's a tutorial, how-to video, or practical life hack, helpful videos are highly shareable because they position the viewer as someone knowledgeable or as someone providing value to others.
Example: Home improvement brands like Lowe’s or DIY creators on YouTube produce helpful content that walks people through projects. People who find those videos helpful are likely to share them with friends or family who might be interested in that solution.
Actionable Tip: Focus on creating content that educates, solves a problem, or adds value. Think about what challenges your audience faces and how your content can help them overcome it.
Emotional Engagement: Tapping into Feelings
How It Works: Content that evokes strong emotions—whether it's laughter, empathy, or awe—encourages sharing because emotions are contagious. Brands and creators who can craft videos that elicit powerful feelings (joy, inspiration, empathy) are more likely to have their content shared, as people want others to feel the same way.
Example: Think of the iconic Dove "Real Beauty" campaign or animal rescue videos. These types of videos stir emotional responses, making people feel connected to the brand or cause, and they’ll naturally want to share that feeling with others.
Actionable Tip: Use storytelling to connect emotionally. Whether it’s humor, heartwarming stories, or powerful messages, make sure your videos evoke emotions that resonate with your audience. The more people feel something, the more likely they are to share.
The Fear of Missing Out (FOMO): Creating Urgency
How It Works: FOMO is a powerful psychological driver that brands can use to encourage immediate sharing. When a video is trending or seems like part of a limited-time event, people are more likely to share it to stay in the loop. It's about creating urgency and making sure your audience feels like they must be part of the conversation.
Example: Think about how brands like Apple or major music festivals use limited-edition releases, exclusive content, or event promotions to create a sense of urgency. The “fear” of missing out on something exciting or exclusive drives people to share to be part of the trend.
Actionable Tip: Create time-sensitive or exclusive content. Whether it's a flash sale, a product launch, or behind-the-scenes footage, make your audience feel like they need to act fast or risk missing out.
The Joy of Entertaining Others: Creating Shareable Fun
How It Works: Everyone loves a good laugh or a heartwarming moment. Brands and creators who can entertain, make people laugh, or create "feel-good" content know they’re hitting a sweet spot. Sharing videos that entertain is an easy way for people to spread joy and light up someone else’s day.
Example: Think about viral TikTok dances or comedic skits by influencers like Chrissy Teigen. Their content is so entertaining that viewers can’t help but share it with friends or family to spread the fun.
Actionable Tip: Focus on lighthearted, fun, and shareable content that gives people a reason to smile. Whether it’s humor, cuteness, or something unexpectedly heartwarming, make your content irresistible and fun to share.
5. Practical Tips to Make Your Videos More Shareable
Now that we understand the psychological triggers behind video sharing, let’s get into the nitty-gritty of how you can apply these insights to make your videos more shareable. Whether you're a brand, creator, or marketer, these tips will help you create content that spreads like wildfire.
Keep It Short and Sweet
Why It Works: In today's fast-paced digital world, attention spans are shorter than ever. People are more likely to share videos that are concise and get to the point quickly.
Tip: Aim for 30 seconds to 1 minute for most social media videos. If it's a tutorial or more complex content, try to keep it under 3 minutes. The quicker you deliver value or entertainment, the better!
Example: Instagram Reels, TikTok, and YouTube Shorts all reward bite-sized videos that get straight to the point and keep the viewer engaged.
Incorporate Humor
Why It Works: People love sharing things that make them laugh. Humor is a universal language, and funny videos get shared because they bring joy and lighten people's day.
Tip: Infuse humor into your videos—whether it’s a clever twist on a trending meme, a funny skit, or a lighthearted take on a serious topic. Make sure your tone matches your brand, but don’t be afraid to be playful.
Example: Brands like Wendy’s and Old Spice have mastered funny, shareable videos that feel authentic and entertaining.
Use Emotion to Connect
Why It Works: Videos that evoke strong emotions—whether it's happiness, empathy, or awe—are much more likely to be shared. Emotional content sticks with people, making them want to pass along those feelings to others.
Tip: Tell stories that tug at the heartstrings, inspire action, or make people laugh out loud. Whether it’s an uplifting success story, a feel-good pet video, or something that pulls on heartstrings, emotion is key to shareability.
Example: Brands like Dove have built entire campaigns around emotional connections, like their "Real Beauty" series, which tugs at viewers' hearts while delivering a powerful message.
Create a Sense of Urgency (FOMO)
Why It Works: People don't want to miss out on what’s trending. If your video makes them feel like they’ll be left out of a conversation or cultural moment, they’ll be more likely to share it.
Tip: Use countdowns, exclusivity, or limited-time offers to create urgency. You can also release teaser videos that make people want to share so they don’t miss out.
Example: Think of how movie trailers or product releases use teaser content to generate buzz and get people sharing.
Encourage User Participation
Why It Works: People love to be part of something bigger. When you encourage your audience to participate in your video—whether it’s through a challenge, a hashtag, or user-generated content—it fosters a sense of involvement and ownership.
Tip: Start a challenge, ask your audience to create their own versions of your content, or run a fun poll. Encouraging participation turns passive viewers into active contributors, which is a great way to spread your content.
Example: The #IceBucketChallenge and #MannequinChallenge are perfect examples of how user participation can amplify video sharing. If you can create something that gets people involved, the sharing potential skyrockets.
Optimize for Sharing on Social Media
Why It Works: Videos that are easy to share across platforms are more likely to spread. Think about the layout, captions, and formats that make your video more accessible and engaging on social platforms.
Tip: Use eye-catching thumbnails, add subtitles (since many watch without sound), and optimize video formats for different platforms (vertical for TikTok, square for Instagram). Also, include clear calls to action (CTAs) asking viewers to share.
Example: Have you ever watched a video on Facebook or Instagram that had subtitles? It’s because most people scroll with their sound off, so subtitles make your video shareable without needing the sound on.
Leverage Trending Topics or Hashtags
Why It Works: People love to share content that is relevant and part of the broader conversation. Tying your video to trending topics or popular hashtags makes it more discoverable and shareable.
Tip: Use trending topics, memes, or challenges as inspiration for your video content. Tapping into current events, pop culture, or viral moments gives your video a higher chance of being noticed and shared.
Example: When a major event (like the Super Bowl or the Met Gala) happens, many brands release timely videos that reflect the cultural moment, making them more shareable.
Craft an Engaging Hook in the First Few Seconds
Why It Works: The first few seconds of a video are crucial to grabbing attention. If you can captivate your audience right away, they’re more likely to watch and share it.
Tip: Start your video with a bold statement, an intriguing question, or something visually captivating. Don’t let viewers scroll past your video—make those first few seconds count!
Example: TikTok creators and Instagram influencers often start with a question or teaser ("Wait for it…"), which gets people to stick around and share once they’re hooked.
Tell a Compelling Story
Why It Works: Humans are wired for storytelling. When you craft a video that tells a compelling, relatable story—whether it’s humorous, emotional, or informational—it hooks viewers and compels them to share it with others.
Tip: Structure your video with a clear beginning, middle, and end. Even short-form videos should have a narrative arc that keeps people engaged from start to finish.
Example: Brands like Apple or Nike use storytelling in their ads to make their videos feel personal and inspiring. People are more likely to share content that feels like a story they want others to experience.
6. Final Thoughts on Human Behavior in a Digital World
As we wrap up our exploration of why people share videos online, it’s important to zoom out and consider the broader implications of human behavior in our increasingly digital world. Video sharing is just one example of how technology shapes the way we connect, communicate, and express ourselves.
In a world where nearly everything is shareable, our actions—whether it’s posting, commenting, or sharing a video—are not just isolated moments of self-expression. They’re a reflection of our desires for connection, validation, and influence. These desires have always existed in us as human beings, but digital platforms amplify them in ways we’ve never seen before.
Here are a few final takeaways to keep in mind:
1. The Power of Digital Communities
In the digital age, we’re no longer limited to the people we can physically interact with. We’ve created vast, interconnected communities where shared experiences, beliefs, and emotions can transcend geographic boundaries. People are no longer just passive consumers of content—they're active participants in a global conversation. This community-driven behavior is a powerful tool for both brands and creators to harness.
What This Means: As creators and brands, fostering a sense of belonging and inclusivity in your content can encourage sharing. The more people feel like they’re part of something larger than themselves, the more likely they are to engage with and share your content.
2. The Desire for Authenticity
While viral trends and memes come and go, there’s one constant: the hunger for authenticity. People are increasingly turning away from polished, overly curated content in favor of real, raw, and relatable stories. This desire for authenticity is not just a trend; it’s part of a deeper human need for genuine connection.
What This Means: If you want to make videos that truly resonate and get shared, focus on authenticity. Whether it’s sharing behind-the-scenes moments or speaking from the heart, your audience will appreciate content that feels real and honest.
3. The Evolution of Social Influence
In the past, influence was often limited to celebrities, politicians, or industry leaders. Today, influence is democratized. Anyone with a smartphone and a great video can capture the world’s attention. We’re all micro-influencers now, shaping our social circles and beyond with the content we create and share.
What This Means: As a creator or brand, you don’t need millions of followers to have an impact. What matters is engagement, authenticity, and the ability to tap into the psychological triggers that drive people to share. Focus on building genuine relationships with your audience, and you’ll see the influence grow.
4. Emotional Connection is Key
At the heart of all shareable content is an emotional connection. Whether it’s a funny moment that brightens someone’s day or a heartwarming story that brings a tear to the eye, videos that evoke strong emotions will always have higher shareability. This emotional engagement has always been a part of human nature, but digital platforms have amplified our ability to connect on a deeper emotional level.
What This Means: If you can make people feel something—whether it’s joy, laughter, inspiration, or empathy—you’ll increase the likelihood of your video being shared. Don’t just make videos for the sake of it—create content that touches hearts and sparks emotions.
5. The Ongoing Influence of Technology
Technology will continue to evolve, and with it, the way we interact with content. AI, virtual reality, and augmented reality are just the tip of the iceberg. As new technologies emerge, our behaviors will adapt, and new psychological triggers will come into play.
What This Means: As a creator or brand, staying ahead of technological trends will be key to staying relevant and creating shareable content. Keep an eye on emerging technologies and experiment with new formats to keep your audience engaged.
In Conclusion: The Digital World is a Playground for Connection
The psychology behind why people share videos online is rooted in deep human needs—connection, validation, and emotional expression. As the digital landscape continues to evolve, the ways in which we connect, share, and influence will continue to change, but the core human drivers will remain the same. By understanding these psychological triggers and using them to create content that resonates, brands and creators can craft videos that are not just watched but shared, creating meaningful connections that last.
If there’s one thing we’ve learned, it’s that in the digital world, every share is a connection. And as the digital era continues to shape how we interact, the power of shareable content will only grow. So, the next time you create a video, remember that you’re not just making something for people to watch—you’re making something for them to share and, in turn, connect with the world around them.
