Click here to load reader
Upload
fractl
View
37
Download
0
Embed Size (px)
Citation preview
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