Results Citations. Figures and Tables from this paper. Citation Type. Has PDF. Publication Type. More Filters. The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions … Expand.
Highly Influenced. View 8 excerpts, cites background, results and methods. The research objectives of the paper are to look into the viral phenomenon emerging from online platforms for sharing video, pictures, tweets, GIFs, Facebook posts, and to discuss the emotional … Expand. View 5 excerpts, cites background. Emotions in Online Content Diffusion. Social media-transmitted online information, particularly content that is emotionally charged, shapes our thoughts and actions.
In this study, we incorporate social network theories and analyses to … Expand. View 11 excerpts, cites background and results. Valuable Virality. Given recent interest in social media, many brands now create content that they hope consumers will view and share with peers.
What Makes Content Engaging? How Emotional Dynamics Shape Success. Some cultural products e. Most of these languish in relative obscurity. But a few go viral: they explode across the web, attracting the attention of hundreds of thousands sometimes millions of people in short order.
Content that goes viral may remain in the public consciousness for days, weeks, or longer. If so, what are the characteristics of viral content? Our work builds on previous research exploring questions about which urban legends catch on and why?
And what drives the spread of gossip? While content may be shared for many reasons, overall, content that elicits an emotional reaction tends to be more widely shared. In addition, stories stimulating positive emotions are more widely shared than those eliciting negative feelings, and content that produces greater emotional arousal making your heart race is more likely to go viral.
This means that content that makes readers or viewers feel a positive emotion like awe or wonder is more likely to take off online than content that makes people feel sad or angry, though causing some emotion is far better than inspiring none at all. Also, anger-inducing content is more likely to be shared than sadness-inducing content because it produces greater emotional arousal or activation. Our first study together on this topic examined the virality of nearly 7, articles published online by the New York Times.
Then we conducted a series of laboratory experiments to validate our underlying theories of virality. Of course, more interesting, practically useful and surprising content is also more likely to go viral. In follow-up laboratory experiments, we asked participants how likely they would be to share a story about a recent advertising campaign or customer service experience and manipulated whether the story in question evoked more or less of a specific emotion. Participants were assigned to read high- or low-emotion inducing versions of the same stories and were then asked if they would share the story with others.
We recently conducted a second study together of what goes viral, looking at a very different sample of content. We asked more than scientists including hundreds of co-authors to summarize a recent major finding from their work and then exposed over 7, laymen to one such summary each, asking them how likely they would be to share it with others.
The same goes for climate change or social equality or political scandal — these things go viral because people care about them. Berger and Milkman found that high-arousal emotions anger, anxiety and awe result in greater social transmission, while low-arousal emotions sadness result in lowered social transmission.
Positive content is generally shared more than negative content, but, ultimately, the level of arousal was found to be the most important factor. Anxiety is arguably even more powerful.
Awe is also positive, which makes it a more sustainable emotion to fuel content with. No-one wants to consume a constant stream of negativity. For just AUD Social currency is the social aspect of people sharing things with others.
This harks back to the self-enhancement reasons for sharing we talked about before. Basically, people want to seem cool, to bring something interesting to the table. Talk about some crazy statistics — how many times people drop their phones per year, how many result in breakages, how many phones get broken over a lifetime, how much money could you save by not breaking your phone.
Potentially, the most obvious examples of this are actual computer games, where whole communities develop around rewards systems, economies and victories.
These intricate virtual worlds are the foundation of the video gaming industry, and can be integrated into your content through rewards tiers, interactive quizzes or bonuses for articles read. An example: the Top Fan badge on Facebook, where relatively high engagement with a page leads to a virtual reward.
UGC is another good example — those who enter competitions, submit their photos, etc. Make people feel special. Use ephemeral content, limit access to certain blog posts for subscribers only, give people personalised accounts, give them subscriber-only specials, and so on. Each object has its own habitat of triggers.
The concept behind triggers in marketing is this: use triggers that consumers link to your product. Berger talks about an experiment that was conducted in a liquor store — when the store played French music, more people bought French wine. When it played traditional German music, more people bought German alcohol. By using triggers, things associated with those triggers are brought to the forefront of the mind, which very often translates into action.
Berger offers a range of real-world experiments which seem to conclusively indicate that triggers work. Organic triggers are those that occur naturally, such as peanut butter and jelly for Americans, or vegemite on toast for Australians. Remember that organic triggers are not universal — different cultures, countries and demographics will have different associations.
For me, they also trigger thoughts of bushfires — the catastrophic Black Friday bushfires of , and the equally lethal fires of Black Saturday in Artificial triggers are associations a brand has worked to create — Berger gives the example of how KitKat worked to make coffee a trigger for their product.
Artificial triggers are invaluable in shaping how brands are perceived, but creating them takes a huge amount of time, money and effort. Reserve artificial triggers for bestselling products or the brand as a whole. For campaigns or less important products, instead rely on organic triggers.
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