What makes content go viral? While there isn’t a secret formula. research has shown that emotion plays a big part. This week, Amanda Milligan (@millanda) joined #ContentChat to share some of Fractl’s research into the role of emotions in viral content.
Q1: Think about the moment right before you share something online. Why do you want to share the story with your social network?
The decision to share content is personal, and as it turns out, highly emotional.
We share to spread the word about things we are passionate about.
A1: It’s either something I’m passionate about or something I think more people should know about. #ContentChat
— Jack Appleby (@JuiceboxCA) October 9, 2017
A1. Sometimes it connects with your identity, so you share it to show people who you are! (That’s why ego-based content works.) #contentchat
— Amanda Milligan (@millanda) October 9, 2017
We share to start conversations.
A1: To share my interests and spur conversation. Sometimes just to toot my own horn, as well. Nothing wrong with that sometimes #ContentChat
— Max Bailey (@maxthemarketer) October 9, 2017
A1: I look for evocative stories to share. Mostly that means puppies or silly GIFs. Other times it’s about new info. #ContentChat
— Alan Fleming (@alan_fleming) October 9, 2017
A1: I’m called to share something that provides value to our audience or sparks a conversation. #ContentChat
— Express Writers (@ExpWriters) October 9, 2017
We share to help and educate others.
A1: Depends on where I’m sharing; if it’s Twitter, I often share something I found helpful and hope others will feel the same! #ContentChat
— JMatt (@JMattMke) October 9, 2017
A1 The main reason for sharing content is to inform and be helpful for my target audience. #ContentChat
— Jim Katzaman (@JKatzaman) October 9, 2017
Typically, I share things because I think it’s information other people may find useful or it is something that made me think. #contentchat https://t.co/VZEc5BVslq
— Jason Webb (@JasonLWebb) October 9, 2017
A1: Because the content is useful to those following me. Just trying to be a resource. #contentchat
— Javier Sanabria (@SanabriaJav) October 9, 2017
We share to inspire others, share all the feels.
A1: It depends on the action I am trying to get from my audience. If it is brand awareness than I am trying to inspire. #contentchat
— Samantha Decker (@sjodecker) October 9, 2017
A1: It’s either wicked smart or it gave me all the feels. #ContentChat https://t.co/F4YNXCq5GD
— Erika Heald (@SFerika) October 9, 2017
A1: If it’s relevant, well said, interesting or captures my emotions perfectly I almost always share content… #contentchat
— Hanna Steinker (@Hann_bananz) October 9, 2017
We share to add things to our collection.
A1 Some things are for work so I can find it later. It may just be useful. Followers aren’t my network; it’s not that personal. #ContentChat
— comfortwriter (@ComfortWriter) October 9, 2017
Q2: Why does emotion trigger our sharing impulses?
So what is it, exactly, that makes us want to share something that provokes an emotional response? Here’s what our attendees said.
When we get excited, we want to share that excitement.
A2. We share what resonates with us. From data we get stories — stories that make us feel and what to share that experience. #contentchat pic.twitter.com/d3k2o5Prhs
— Amanda Milligan (@millanda) October 9, 2017
A2 Emotion can spur sharing impulses, but be careful. Heat of the moment can cloud sound editorial judgment. #ContentChat
— Jim Katzaman (@JKatzaman) October 9, 2017
A2: Emotions are the first things we register. When we’re excited about something neat we want to share it with others. #contentchat
— Javier Sanabria (@SanabriaJav) October 9, 2017
Emotions are universal currency.
A2: It’s said we don’t remember exactly what someone said or did, but we do remember how it made us feel. #ContentChat https://t.co/cRAbgqCsW4
— Erika Heald (@SFerika) October 9, 2017
A2: Emotion fuels action! Sharing is part of that natural progression #ContentChat
— Max Bailey (@maxthemarketer) October 9, 2017
A2b: Emotions also are the foundation of causes. How else would you get people to care? #contentchat
— Hanna Steinker (@Hann_bananz) October 9, 2017
A2: Humans are emotional beings, so to me it’s science. We connect to thoughts that ignite a feeling (pos or neg). #contentchat #contentchat
— Hanna Steinker (@Hann_bananz) October 9, 2017
We want the halo effect, or validation for our point of view.
A2: We’re looking for a halo effect. I shared this so associate that with this handle. I’m funny/smart/cute. #ContentChat pic.twitter.com/wjTYH1RC8z
— Alan Fleming (@alan_fleming) October 9, 2017
A2 Validation. Some people’s self-worth is validated through shared value systems. Shared reactions can make you feel validated #ContentChat
— comfortwriter (@ComfortWriter) October 9, 2017
Q3: What emotions are most likely to trigger social sharing of content?
Not all emotions are created equally when it comes to spurring social sharing. So what emotions are the most likely to spur content sharing?
In the words of Jason Dean, the extreme always seems to make an impression
A3 Extreme ones! “Meh” doesn’t get tweeted. Anger. Sadness. Joy. Outrage etc can turn a headline into clickbait and get shared #ContentChat
— comfortwriter (@ComfortWriter) October 9, 2017
A3: It has to stand out enough in that split second of scrolling. Positive emotions are pretty good, IMO. Also, shock. #ContentChat pic.twitter.com/zePY77nRRD
— Alan Fleming (@alan_fleming) October 9, 2017
A3 An emotional, nerve-wracking news story can trigger social sharing of content. However, you might add to turmoil, not help. #ContentChat
— Jim Katzaman (@JKatzaman) October 9, 2017
A3: I usually share one of the four “i’s”: inspirational, interesting, idiotic, and informational. #contentchat
— Samantha Decker (@sjodecker) October 9, 2017
A3: Anything on the extreme ends of the spectrum will definitely be shared…that’s why there’s no FB reaction #ContentChat
— Max Bailey (@maxthemarketer) October 9, 2017
Kitty Farmer says fear and love are the deepest of human emotions.
A3: I used to say excitement and joy, but thanks to our current political environment, fear & outrage work, too. #ContentChat
— Jack Appleby (@JuiceboxCA) October 9, 2017
A3: Personally, I’m most likely to share something that motivates me. Inspirational, positive stories are always great. #ContentChat
— Express Writers (@ExpWriters) October 9, 2017
A3: any content that produces genuine emotion. If it feels forced or badly done people come away with an unauthentic feeling #contentchat
— Alex Crump (@alcrump12) October 9, 2017
A3. Our study showed POSITIVE emotions are more common in #viral content.
Read more here: https://t.co/6g9bwbo4ap #contentchat
— Amanda Milligan (@millanda) October 9, 2017
Q4: What’s the best way to incorporate emotion in your content?
Emotion works, but it has to feel authentic, not forced. Here’s how to show it.
Use powerful visuals.
A4: The right photo really does tell a thousand words, and give you all the feels. #ContentChat pic.twitter.com/LNyO12pTH2
— Erika Heald (@SFerika) October 9, 2017
A4 Images are a great way to add emotion even if the content itself is dull. #ContentChat #socialmedia
— Stephanie Perry (@SociaIStephanie) October 9, 2017
A4: Use captivating copy and don’t forget to include images that grab attention. #ContentChat
— Express Writers (@ExpWriters) October 9, 2017
A4) Make it personal to you. And something others can relate to. Its okay to be Vulnerable for a second to connect for real #ContentChat
— Andre M. Powell, CC (@andrempowell) October 9, 2017
A4: It’s all about the imagery. If you can show it, share it. People gravitate towards content is emotionally captivating #contentchat
— Vera Flores (@sproutvera) October 9, 2017
Work with content creators who have an emotional connection to the topic.
A4: The content creator has to be connected to the desired emotion when making it. If they don’t feel it, no one else is gonna. #ContentChat
— Alan Fleming (@alan_fleming) October 9, 2017
A4 Channel your emotions. Use your energy to write & edit well to mean what you want. Then take a break and not rush to print. #ContentChat
— Jim Katzaman (@JKatzaman) October 9, 2017
A4: The content creator has to be connected to the desired emotion when making it. If they don’t feel it, no one else is gonna. #ContentChat
— Alan Fleming (@alan_fleming) October 9, 2017
A4: Foster a genuine emotion for it yourself. Trust your goose bumps! #ContentChat
— Max Bailey (@maxthemarketer) October 9, 2017
Focus on telling a good story and the emotion will follow.
A4: If your content tells a story there’s likely emotion in it to begin with. Brands that try too hard with it get in trouble. #contentchat
— Hanna Steinker (@Hann_bananz) October 9, 2017
A4. Ensure your brand message incorporates emotion. What questions do your customers have, and what emotions are relevant? #contentchat
— Amanda Milligan (@millanda) October 9, 2017
A4 Brand storytelling. PPl can learn to care about your stories. Have characters (hero/villain), clear structure, good ending #ContentChat
— comfortwriter (@ComfortWriter) October 9, 2017
Q5: What one emotion is found most often in viral content?
The emotions that spur sharing can change over time. Here’s what’s spurring sharing right now.
Anger
A5 most common emotion for viral content seems to be anger (at least at the moment) #ContentChat pic.twitter.com/ssCuHNb67T
— comfortwriter (@ComfortWriter) October 9, 2017
Anger/outrage (genuine or manufactured) #ContentChat
— Alan Fleming (@alan_fleming) October 9, 2017
Passion
A5: Passion–whether negatively or positively charged, you’re sure to find it. #ContentChat
— Max Bailey (@maxthemarketer) October 9, 2017
Humor
A5: Humor – usually something ridiculous. #contentchat
— Javier Sanabria (@SanabriaJav) October 9, 2017
Surprise
A5. The top viral emotion revealed in our @fractlagency study was surprise, with anticipation at a close second! #contentchat pic.twitter.com/Ei50amHhxy
— Amanda Milligan (@millanda) October 9, 2017
A5: I would say surprise – If I see something with an unexpected ending, I’ll typically share it somewhere. #ContentChat
— JMatt (@JMattMke) October 9, 2017
Our study showed that negative emotions tend to be more shared if they’re *surprising*. #contentchat
— Amanda Milligan (@millanda) October 9, 2017
Q6: What are some examples of viral content that you’ve personally really connected with emotionally?
So what content has recently grabbed our #contentChat attendees’ attention and shares? Here’s a selection:
A6: Oh, I just watched this yesterday – I thought it was super funny and wanted to share the laugh! #ContentChat https://t.co/pllRLb4oZr
— JMatt (@JMattMke) October 9, 2017
A6: I can’t believe I’m saying this, but the eharmony cat video bio has always made me laugh so hard. #contentchat
— Alex Crump (@alcrump12) October 9, 2017
(here it is for those of you who haven’t seen it: http://knowyourmeme.com/memes/eharmony-video-bio)
A6: Most recently, it was this: https://t.co/dKZTgnB1az #ContentChat
— Erika Heald (@SFerika) October 9, 2017
A6: Whatever @dog_rates is posting on any given day. #ContentChat
— Alan Fleming (@alan_fleming) October 9, 2017
A6. This soldiers-coming-home-to-families video wrecked me. Warning: potential for ugly crying: https://t.co/a1sNJBonCT #contentchat
— Amanda Milligan (@millanda) October 9, 2017
A6: Our audience is educators, so I like to see the viral content they love. This video is great. #contentchat https://t.co/uZ0LgV4EdP
— Jill Golden (@_goldengrams) October 9, 2017
A6b: @tanhennessy viral “Makeup Tutorial” vid. I just re watched it last night still laughed out loud #contentchat https://t.co/SopMiaVvFA
— Alex Crump (@alcrump12) October 9, 2017
A Few of favorites:https://t.co/Cdd0GktgJNhttps://t.co/yDoymqe3v4https://t.co/qYJ704zStOhttps://t.co/UEyL3w6zvi#ContentChat
— Andre M. Powell, CC (@andrempowell) October 9, 2017
Q7: What are some missteps to avoid when using emotion in your content?
While emotion can spur sharing, it can also backfire if a brand’s use of it feels inauthentic.
Don’t exploit emotional events.
A7: Be careful not to exploit raw emotions for your brand’s benefit – or people could respond negatively against you. #ContentChat
— JMatt (@JMattMke) October 9, 2017
Keep it real.
A7. Don’t be hyperbolic. Forcing emotion into content won’t work — people can tell when you’re not being authentic. #contentchat pic.twitter.com/ov4Nu9EQTV
— Amanda Milligan (@millanda) October 9, 2017
A7 Don’t “phone it in”. Don’t be cloy. Don’t patronise. Don’t assume. Don’t tell people what to think or question their motives #ContentChat
— comfortwriter (@ComfortWriter) October 9, 2017
Don’t force it.
A7 Don’t let emotion override common sense. Kittens and puppies and not universal go-to’s to create viral content. #ContentChat
— Jim Katzaman (@JKatzaman) October 9, 2017
A7) Don’t over do it to the pick where it isn’t real and genuine. #ContentChat pic.twitter.com/8EtyGC32A6
— Andre M. Powell, CC (@andrempowell) October 9, 2017
Get an outside opinion.
A7: Not sure what Dove was aiming for in its recent ad, but wow. Big mistake. Be critical of your work. Could it offend? #contentchat
— Jill Golden (@_goldengrams) October 9, 2017
I always think about how many people had to have seen that ad before it was published- too many for it to happen. #contentchat
— Alex Crump (@alcrump12) October 9, 2017
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