Ever seen Maslow’s hierarchy of human needs? Forget about it. Marketers still learn it in school, but psychologists left it behind a long time ago.
There are 14 things that humans will always be motivated to gain or protect: Avoiding death, avoiding pain, air, water, food, homeostasis (bodily functions), sleep, sex, love, protection of children, status, affiliation, justice, and understanding each of those things better.
All of those things will have an audience — and trigger emotional responses to different degrees — but on the internet, Status, Affiliation, Justice, & Understanding are particularly useful because they are just ideas. They are also unlimited, and you can create them from scratch, for free.