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The Marketing Architects
Nerd Alert: What Makes Content Go Viral?
May 30, 2024
Exploring the science behind viral content, the podcast discusses the role of emotions in driving sharing. High arousal emotions like awe and anger increase sharing, and positivity is contagious. Real-life examples, including Apple's controversial ad, highlight the power of authentic and impactful marketing content.
11:55
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Quick takeaways
- High arousal emotions like awe or anger drive content virality.
- Positive content is more likely to go viral than negative content due to emotional impact.
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Emotional Engagement and Virality
Researchers Berger and Milkman examined how emotions such as awe, anger, and anxiety affect the virality of online content. They found that content evoking high arousal emotions is more likely to be shared. Positive content tends to be more viral than negative content. Emotions play a crucial role in determining the likelihood of content being shared, with high arousal emotions driving increased sharing.
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