The EmotionsThat Make MarketingCampaigns Go Viral

LOVE

TRUST JOY ANTICIPATION ANGER DISGUST SADNESS

SU

RPRIS

E

FEAR

acceptance serenity interest annoyance boredome pensiveness

d

istr a

ction

appr

ehen

sion admiration ecstasy vigilance rage loathing grief

am

azem

ent

terro

r

OPTIMISM

AGRESSIVENESS

CONTEMP

REMORSE

DISAPRO

VAL

AWE

SUBM

ISSION

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 l t

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

sadawesomelol

#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 moreemotional 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 joyfulemotions, 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