Not all content is created equal, and only a small fraction of uploaded videos achieve true virality. To understand how these videos spark massive social media discussions, one must look at the psychological drivers behind sharing.
The phenomenon of “going viral” has transitioned from a marketing aspiration to a deterministic force in public opinion formation. Unlike traditional broadcast media, where information flows uni-directionally, social media platforms (TikTok, X, Instagram Reels) enable recursive loops of viewing, sharing, remixing, and rebutting. Central to this ecology is the viral video—a short-form, highly emotive clip that functions as a “discourse seed.” This study asks: How do specific features of viral videos shape the topology of subsequent social media discussion? desi mms scandal videos