Recent research carried out by scientists studying the effect of emotion on whether videos go viral has proved beyond doubt that the more buttons marketers push with campaigns, the more shares they will get. 'Cause boring doesn't get you anywhere in this dog-eat-dog digital world!
Recent research carried out by scientists studying the effect of emotion on whether videos go viral has proved beyond doubt that the more buttons marketers push with campaigns, the more shares they will get. ‘Cause boring doesn’t get you anywhere in this dog-eat-dog digital world!
A study by the National Science Foundation carried out in November revealed that people were much more likely to share a video they found cute or funny over one that was relatively neutral.
As well as this, the data showed people were also more likely to share a video that evoked anger or disgust over one that didn’t challenge their calm. Generally, the results revealed that marketers should look to champion positive emotions over negative ones, but any kind of emotion over none at all.
Dr Rosanna Guadagno, who headed the project, explained: “Overall, we found that Internet memes go viral due to a psychological process called emotional contagion. Emotional contagion is a process through which emotions spread like a disease and are therefore considered contagious.
“It can be effective because psychological contagion, a social influence process, conveys to people that the socially appropriate response is to engage in the same actions as that of the people — either physically or virtually — around them is the socially acceptable response.”
The concept of utilising emotional engagement to push online campaigns via this so-called emotional contagion isn’t anything new for marketers, but it is something some brands do a lot better than others. Being able to fill audiences with happiness, wonder and excitement is something Bud Light recently demonstrated perfectly in its 2014 Super Bowl XLVIII ad, which championed the idea of being #UpForWhatever:
http://youtu.be/gKKVQLDYYcw
Taking Ian, a relatable ‘average joe’, out of his usual evening routine and replacing his night with chaos, celebrities and wild parties allows the audience to experience all the emotions Ian himself goes through, meaning the campaign is successful, inspiring and leaves the viewer with a sense of accomplishment and positive energy, as well as a hankering for some specifically branded beer.
Likewise, the ability to shock a viewer and jolt them from their reality with disgust is another way companies are able to grab the attention of targeted audiences and go viral. A recent short film released by viral video comedians Henry & Aaron demonstrates exactly how to get the attention of unexpecting Millennials:
With over 13.5 million views in a week, these guys definitely know that evoking strong emotions are the way to go. And if that doesn’t work, making people feel guilty and disgusted at themselves might just, as WaterAid proved in 2012:
So what does this mean for brands? Well, it means that whatever digital campaign you design for whatever product you’re trying to sell or service you’re trying to promote, make sure that at its heart, it has a message that can ring true with whatever audience you are seeking to appeal to. Or, failing that, make sure it just freaks them out enough to share it liberally – your choice!
I like the sentiment of the post – on these powerful example they obviously had huge budgets – are there any low budget examples for the more realistic among us? Also – what evidence is there to show business growth or penetration of new markets or demographic from viral videos? I understand views count (we make money on views in our business) but where do we understand the true impact? How many views go all the way to the end of each video? Can they deduce unique views from same user multiple views? The list goes on…still feels vanity to me unless I can see evidence if growth. Perhaps this is a warm up dude act to the main event – like a direct offer via another channel? Social for most businesses is still a list cause – like coca colas recent dismissal of business development from social – however that could be a bad example cases in its market penetration!!!!
[…] Recent research carried out by scientists studying the effect of emotion on whether videos go viral has proved beyond doubt that the more buttons marketers push with campaigns, the more shares they will get. […]