Let the facts be what they are

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Beautiful stories or videos that evoke wonder and inspiration are also shared more often. This is also how it works with negative emotions: a story or video that makes you angry or that strongly appeals to your sense of injustice will also be forwarded to friends more quickly.



Secondly, it means that content should be emotion-driven and not fact-driven. Fact-based content often has a product in the lead role, which is less appealing. This of course does not apply to products that are so special that they are already the talk of the town because of their properties.

With the following two examples you can experience the difference between boring and inspiring. You may also immediately feel the need to share one video and not the other. This commercial focuses on the product:


The second commercial focuses on the user. The kenya phone data difference in YouTube views is seven times a sold out Amsterdam Arena.


Push the boundaries
Finally, the scientists’ finding means that marketers don’t have to be afraid to create campaigns that evoke feelings of anger, fear or tension. It’s precisely these kinds of emotions that activate consumers. In 2012, the most shared and watched film on YouTube was a thirty-minute documentary that a father made for his daughter. The film was about the African rebel leader Kony and had a huge impact. Why? It made people really angry and really scared.

What motivates you to share something? Is it true that you share content that evokes strong emotions more often? Do you dare to push the boundaries in the campaigns you develop.