The stories the whole internet is talking about — explained in plain English.
The 10 topics climbing fastest across search and social — our editors' board, refreshed with every edition.
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The science behind the share button
Studies of millions of shares keep finding the same pattern: awe, laughter and surprise travel; plain information does not. The strongest viral posts trigger a strong emotion in the first three seconds — before the brain has time to scroll past.
Recipes, money tips, health hacks and travel secrets spread because sharing them makes the sharer look smart and helpful. Psychologists call this "practical value" — and it is why how-to content outperforms almost everything else.
People share what says something about who they are: the fan, the foodie, the early adopter, the proud pet parent. Topics that let readers signal their tribe — a team, a game, a hometown dish — get shared far beyond their original audience.