In order to create viral content, it is often like attempting to catch a moving target. Why do certain posts go viral while others flop? One of the major secrets to viral success lies in a psychological principle known as the Mere Exposure Effect.
What is the Mere Exposure Effect?
The Mere Exposure Effect is a psychological effect by which people acquire liking for objects to which they are repeatedly exposed.
That is, the more we are exposed to something, the higher the likelihood that we will like it.
The effect is powerful in content creation since it takes advantage of human psychology: repeated exposure makes us familiar, and familiarity generates liking.
So, how do you leverage this effect to make your content go viral? Here’s how.
1. Consistency is Key
If you wish to stay in front of your audience, you need to show up frequently. The more your audience sees you, the more they will engage with your content.
It could be a particular style of video, a branded hashtag, or a recurring theme, but being familiar makes people favor you.
When you show up consistently, you build a sense of comfort with your audience, and they will be more likely to like, comment on, and share your posts.
To post frequently does not mean you should be posting content that overwhelms your audience. What is important is when you remain visible to the audience.
Hence, it is important to find the right time to post during their most active hour.
Not only that, the content must always maintain high quality. If you are not able to keep the quality, it is recommended to reduce the frequency of posts to ensure each piece adds value.
2. Ride the Trend Wave
One of the easiest ways to increase exposure is by tapping into what’s already popular. Trending topics and challenges are more likely to catch your audience’s attention simply because they’re familiar with them. The key is to tie these trends to your unique style.
While trends can increase visibility, it’s your distinct take on them that will help your content stand out.
Whatever it is—a trendy sound, a hashtag, or a viral challenge—adding your own twist to it makes your content not just fit in but stand out from a crowd of similar posts.
3. Make It Personal—And Emotional
The Mere Exposure Effect works best when your content touches the heart. When your content evokes positive emotions, whether laughter, inspiration, or nostalgia, it creates a deeper bond with your audience.
When people are emotionally connected to what they see, they return and share it with others.
Envision content that is uplifting or heartwarming, or maybe it’s a funny story, an encouraging message, or a story that is well-known.
When people feel something, they will want to come back for more, with you on their mind.
4. Collaborate to Expand Your Audience
Want to expand your audience? Team up with others. Collaborations open the door to new exposure, as you’re introducing your content to someone else’s audience.
The more your content is seen by different people, the more chances it has of gaining traction.
Find creators with similar audiences to yours and partner to expand your reach.
When you cross-promote, you give your content a wider chance to take off and create those multiple touchpoints that the Mere Exposure Effect adores.
5. Shareability Equals Exposure
Viral content isn’t just views; it’s sharing. The more shares that your content generates, the farther it goes. Think about, “Why is this content shareable?” Be it a meme, a laughing moment, or a word of wisdom.
Shareable content is relatable, bite-sized, and gives an emotional connection. These are all ingredients of the formula to create viral content.
Create content that’s shareable. It can be something your followers will be excited to forward to their friends or post on their own pages.
Conclusion: Let Exposure Work for You
The Mere Exposure Effect is one of the ways to create content that will go viral, and it is not something quirky in psychology. It’s a tested way to drive your content to the attention it deserves.
At the end of the day, it’s not about producing great content; it’s about making it stick, resonate, and spread.
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