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The Emotions
That Make Marketing
Campaigns Go Viral
LOVE
TRUST JOY
ANTICIPATIONANGER
DISGUSTSADNESS
SURPRISEFEAR
acceptance serenity
interestannoyance
boredomepensiveness
distractionapprehension
admiration ecstasy
vigilancerage
loathinggrief
amazementterror
OPTI
MISM
AGRESSIVENESS
CONT
EMP
REMORSE
DISA
PROVAL
AWE
SUBMI
SSION
High-arousal emotions are a key element of viral
campaigns – but some emotions ignite prolific sharing,
while others repel attention.
We partnered with researchers at Vanderbilt University to
find out more about how emotions engage audiences with
online content. What we learned could be key to your next
marketing success.
In our study of more than 800 participants, we found that
images that inspired positive feelings earned more initial
views. The top three positive emotions include:
A m u s e m e n t
I n t e r e s t
S u r p r i s e
M o s t V i r a l E m o t i o n s
Negative emotions were less likely to appear in highly viral
images. The bottom three negative emotions include:
S h a m e
C o n t e m p t
G u i lt
L e a s t V i r a l E m o t i o n s
The key to viral is not simply highlighting positive emotions
and avoiding negative feelings.
Instead, the most-shared content offers complexity and
contrasting emotions.
E m o t i o n a l C o m p l e x i t y
LOL<3
OMG
WTF
YOLO
FAIL
ROFL
Our study shows that men, women, and different
generations experience different emotional reactions to
content.
C o n s i d e r t h e A u d i e n c e
sweaty
creepy
share
sadawesome
lol
#likeomghappy
great scary
C o n s i d e r t h e A u d i e n c e
Millennials experience fewer joyful,
trust, and surprised emotions
When shown the same images,
C o n s i d e r t h e A u d i e n c e
Women report more
emotional complexity, as well as
trust and negative emotions
When shown the same images,
C o n s i d e r t h e A u d i e n c e
Men report more joyful
emotions, but less
emotional complexity
When shown the same images,
M o r e o n V i r a l E m o t i o n s
See the top 10 positive and negative emotions, more
nuances between audience ages and genders, plus the
biggest challenge in engaging Millennials in our free
whitepaper:
http://research.frac.tl/viral-emotions-research

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The Emotions The Make Content Marketing Campaigns Go Viral

  • 1. The Emotions That Make Marketing Campaigns Go Viral
  • 2. LOVE TRUST JOY ANTICIPATIONANGER DISGUSTSADNESS SURPRISEFEAR acceptance serenity interestannoyance boredomepensiveness distractionapprehension admiration ecstasy vigilancerage loathinggrief amazementterror OPTI MISM AGRESSIVENESS CONT EMP REMORSE DISA PROVAL AWE SUBMI SSION High-arousal emotions are a key element of viral campaigns – but some emotions ignite prolific sharing, while others repel attention. We partnered with researchers at Vanderbilt University to find out more about how emotions engage audiences with online content. What we learned could be key to your next marketing success.
  • 3. In our study of more than 800 participants, we found that images that inspired positive feelings earned more initial views. The top three positive emotions include: A m u s e m e n t I n t e r e s t S u r p r i s e M o s t V i r a l E m o t i o n s
  • 4. Negative emotions were less likely to appear in highly viral images. The bottom three negative emotions include: S h a m e C o n t e m p t G u i lt L e a s t V i r a l E m o t i o n s
  • 5. The key to viral is not simply highlighting positive emotions and avoiding negative feelings. Instead, the most-shared content offers complexity and contrasting emotions. E m o t i o n a l C o m p l e x i t y LOL<3 OMG WTF YOLO FAIL ROFL
  • 6. Our study shows that men, women, and different generations experience different emotional reactions to content. C o n s i d e r t h e A u d i e n c e sweaty creepy share sadawesome lol #likeomghappy great scary
  • 7. C o n s i d e r t h e A u d i e n c e Millennials experience fewer joyful, trust, and surprised emotions When shown the same images,
  • 8. C o n s i d e r t h e A u d i e n c e Women report more emotional complexity, as well as trust and negative emotions When shown the same images,
  • 9. C o n s i d e r t h e A u d i e n c e Men report more joyful emotions, but less emotional complexity When shown the same images,
  • 10. M o r e o n V i r a l E m o t i o n s See the top 10 positive and negative emotions, more nuances between audience ages and genders, plus the biggest challenge in engaging Millennials in our free whitepaper: http://research.frac.tl/viral-emotions-research