Let’s face it – when a cat dancing to Taylor Swift outperforms your CEO’s carefully crafted company vision, it’s not just bad luck. There’s actual science behind why some videos spread like wildfire while others barely get a flicker.
The brain behind the share
Your brain processes videos differently than you might think. When you watch a cat doing something hilariously unexpected, your brain releases dopamine, the same feel-good chemical that makes you reach for another Haribo.
But when you’re watching a 20-minute corporate presentation? Not so much.
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Four triggers that make videos explode
- The surprise factor – That cat didn’t plan to dance – it just happened. Your brain loves these authentic, unexpected moments way more than scripted content. It’s why security camera footage of office mishaps often gets more shares than professional marketing videos.
- The universal language of humor – A cat falling off a shelf is funny whether you’re in Boston or Bangkok. Corporate jargon? Not so much. When content makes us laugh, we want to share that feeling with others. It’s human nature, and it’s powerful.
- The emotional connection – Notice how the most shared videos make you feel something instantly? Whether it’s joy, surprise, or even mild outrage, strong emotions drive sharing. Meanwhile, your CEO’s measured, professional tone might be appropriate but it’s not exactly stirring up feelings.
- The “You won’t believe this” effect – Our brains are wired to pay attention to anything extraordinary. A cat playing piano? Incredible! Quarterly earnings projections? Well…
Why your CEO's video stayed at 100 views
Let’s be honest about why corporate videos often struggle:
They try too hard to be professional
They’re too long (attention spans are shorter than ever)
They lack emotional triggers
They forget people share what makes them look good
The reality check
Here’s the truth: not everything needs to go viral.
Sometimes reaching the right 1000 people matters more than reaching 10 million random viewers. But understanding why that cat video took off can help you create more engaging content, even if your CEO isn’t ready to start dancing.
The Science of Success (no lab coat required)
Research shows that emotionally charged content gets shared more than neutral content. In other words, your cat video is basically a master’s degree in viral psychology. Meanwhile, your CEO’s “state of the business” update has all the viral potential of a digital paperweight.
Making corporate content more shareable (without resorting to cat costumes)
You don’t need your executives to start doing TikTok dances (please, actually, don’t).
But you do need:
Authentic moments that feel real (Yes, Karen from accounting’s unscripted reaction to the new coffee machine might be your best content all year)
Strong emotions that connect instantly (Think less “We’re pleased to announce” and more “You won’t believe what our team just pulled off”)
Short, punchy delivery (If your video is longer than making instant noodles, it’s too long)A reason for people to share.
The neuroscience of sharing (or Why your brain is a social media addict)
Our brains are essentially ancient hardware running modern social media software, and understanding this helps explain why certain content spreads faster than office gossip.
- The dopamine dance – Every time we share content that gets positive feedback, our brains release a cocktail of chemicals that make us feel like we just won a mini lottery. It’s like getting a high-five from your own neurons. This creates what scientists call a “reward loop,” but what we call “why it’s suddenly 3 AM and you’re still on TikTok.”
- The mirror neuron effect – When we watch someone experience an emotion, our brain activates the same areas as if we were experiencing it ourselves. It’s why you physically cringe when someone falls in a video, or why your heart races during a close-call compilation. Your brain literally can’t tell the difference between watching and experiencing. (This explains a lot about your reaction to that embarrassing presentation from three years ago that still keeps you up at night.)
- The attention economy – Our brains process about 34 gigabytes of information daily – that’s like trying to download the entire Internet through a garden hose.
This is why:
We make snap judgments in milliseconds
Emotional content gets priority processing
Visual information trumps text every time
Familiar patterns get filtered out (sorry, corporate templates)
The platform effect: Why your content hits different everywhere
Not all platforms are created equal, and what works on one might flop harder than a corporate trust-fall exercise on another. Let’s dissect the psychology behind each major platform:
1. TikTok: The dopamine factory
Attention span shorter than a goldfish’s dating history
Raw, authentic, trend-driven content wins
Perfect for quick hits and emotional reactions
Kryptonite for corporate speech and PowerPoint presentations
2. LinkedIn: The professional playground
Where people in suits go to humble-brag
Professional but personal content thrives
Ideal for thought leadership and success stories
Dancing CEOs need not apply (unless they’re surprisingly good)
3. YouTube: The long game
The marathon runner of platforms
Rewards quality over quick hits
Perfect for in-depth content and series
Where cats built their first viral empires
The platform-brain connection
Each platform triggers unique psychological responses, like different rooms at a party. TikTok is the high-energy dance floor, LinkedIn is the networking cocktail hour, and YouTube is the engaging workshop space.
Cross-platform contamination
Posting your TikTok dance on LinkedIn? That’s like wearing a beach outfit to a board meeting – expect confusion, discomfort, and an awkward chat with HR. Understanding each platform’s psychological environment is crucial for content success.
The future of viral (Spoiler alert: Still not your annual report)
As we move forward, successful content will increasingly rely on:
- Authenticity (Real beats perfect every time)
- Quick emotional hits (Think rollercoaster, not scenic train ride)
- Community engagement (Yes, even that guy who comments “First!” matters)
- Strategic timing (Posting your big announcement during the Super Bowl? Bold strategy, Cotton)
The final word (we promise)
Understanding viral psychology doesn’t guarantee your next video will break the internet. But it might help you break free from the corporate content curse. And if all else fails, remember: there’s always the option to get an office cat.
Just remember, while that dancing cat didn’t have a marketing strategy, a content calendar, or a LinkedIn Premium account, it did have something many corporate videos lack: the ability to make people feel something other than the urge to check their phones.
P.S. If your CEO is reading this – yes, we can absolutely blame the algorithm for those view counts. And no, we don’t recommend the cat costume idea. Unless…?
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
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Beth Preston, Copywriter
Beth is a rising star on our copywriting team. She always brings her A-game to the table, delivering a fresh perspective and incredible converting copy for our clients.
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