Research
Why Extreme Posts Go Viral
The more extreme a post is, the more likely it is to go viral.
This isn't just speculation anymore - it's a pattern baked into the design of most social platforms.
In the age of algorithmic feeds, virality is no longer tied strictly to follower count. Instead, posts that spark reactions - likes, shares, replies — are surfaced to more people. This means content that provokes strong emotions tends to travel farther, regardless of nuance or accuracy.
As a result, posts that are polarizing, absolute, or extreme often outperform those that are cautious or balanced.
The Escalation Effect
Let’s use a simple text example from a platform like X/Twitter, starting from mild and escalating in intensity:
I think some politicians are bad
Some politicians are bad
Politicians are very bad people, no exceptions
Politicians are the worst people of earth
If all politicians were to die, the world would be a better place
If all politicians were to d*e, the world would be a better place
While these all express a similar opinion, their tone and framing vary drastically. And that difference affects how much attention they’re likely to get — and whether they violate platform rules.
How Tone Impacts Engagement
This would drive very different virality on social media:
| Post | Estimated Engagement Potential | Notes |
|---|---|---|
| “I think some politicians are bad” |  |
Mild, opinionated. Safe but low impact. |
| “Some politicians are bad” | |
Balanced and confident. May get moderate traction. |
| “Politicians are very bad people, no exceptions” | |
Emotionally charged. May go semi-viral but could polarize. |
| “Politicians are the worst people of earth” | |
Strong hyperbole. Shares well for both support and outrage. |
| "If all politicians were to die, the world would be a better place" |  Likely removed or flagged |
Direct call to violence. High risk of takedown or account suspension. |
| “If all politicians were to d*e, the world would be a better place” |  Slightly less risky, but still problematic |
Evades filters, but meaning is clear. Still violates rules and may trigger moderation or limit reach (shadowban). |
A dangerous path
This illustrates a key dynamic: the more emotionally extreme the content, the more reach it can generate — even (or especially) when it's offensive or risky. This creates an incentive loop:
More outrage → More engagement → More reach → More incentive to post outrage
Over time, this feedback loop rewards increasingly provocative content — not necessarily what's true, useful, or constructive.
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