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Viral content typically evokes high-arousal emotions, such as joy or fear. But new research suggests arousal is just one of the underlying drivers of viral content. High dominance, or a feeling of being in control, may be another key driver behind content that is widely shared.

  • ES

    Edward Stephens

    over 3 years ago #

    I've been reading a really good book called the Perfect Bet. It talks about the gambling syndicates of the Sun Valley Race Tracks in Hong Kong - it'd be genuinely fascinating if the best signal processors found ways to initiate, exploit and then engineer virality.

    It stands to reason it should have a probabilistic make-up.

  • DI

    David Iwanow

    over 3 years ago #

    I've pitched the idea of fear based content and most clients are typically afraid to take that risk...

    • RS

      Ryan Sammy

      over 3 years ago #

      Yeah, it's tough to sell a client on a fear angle for a content campaign. I think it varies by their brand voice, what they are selling, and angle you take. For example, we did a campaign where looked at the germs on airplanes. It was related to the client brand, took a fear angle, but was objective and not too extreme. We did another piece that looked at white lies and found that people lie the most when it comes to their romantic relationships. That ended being the stat pubs led with because it played on the fear that your SO might lie to you. I think you need to find the right idea that is comfortable for both parties.

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