“The Emotional Drivers of Highly Successful Viral Content”

Thoughts on presentation from Moz. Original webinar available at moz.com/webinars

What is “Viral” content?● K = P*C*I

○ Shared audience (P) - Avg. # of people exposed to each piece of content per share (impressions)

○ Conversion rate (C) - % of people who see and click○ Shares per viewer (I) - % of people who see, click,

and share● Almost nothing called “viral” actually is — doesn’t mean

it’s not successful

Shared audience (P)● The bigger this initial #, the better● “Big seeds”

○ Popular/niche blogs, mainstream news outlets○ Must combine info you think will go viral w/content

outlets see trending in their communities and consider worthwhile

Conversion rate (C)● Title is single biggest factor in improving C

○ Point out knowledge gap○ Don’t give away punchline○ Don’t overhype○ A/B test multiple headlines

● Thumbnail is second biggest factor○ Create a feeling of interest/intrigue○ A/B test different images

Shares per viewer (I)● The more shares the better● Types of sharers

○ Altruists - Helpful, thoughtful, reliable, connected; want to help by sharing (FB, email)

○ Careerists - Business sharers; consider how sharing will impact their careers (LinkedIn)

○ Hipsters - More concerned w/how sharing influences how they are seen (FB, Twitter)

○ Boomerangs - Share to get reaction/feel validated; thrive on how content can spur conversation/make connections (FB, Twitter)

○ Connectors - Creative, relaxed, thoughtful; sharing based on curating helpful things; share content that is practically useful (FB, email)

○ Selectives - Resourceful, careful, thoughtful; informative/practical sharers (email)

Broad vs. niche audiences● Niche content more likely to go viral - Audience closely

connected, shared values and interests● Broad content - Lower barriers to sharing and “big

seeds” more easily leveraged, but must be incredibly broad

Audience type/accountability affects sharing

● Anonymous - No harm in sharing, no repercussions (4chan)● Accountable - Share content that reflects neutrally/well, feel audience will find

valuable; stand to gain and lose a lot (FB, why NSFW doesn’t go viral)● Casual - Fewer restrictions beyond how content reflects on them, lower risk

when things reflect badly● Professional - More and higher risks● Broad (or large cohesive niche) and accountable is a good target for viral

content○ FB as example - Large, casual audience, less business-focused, P and

C are higher because of larger # of friends and shared interests

Evoking emotions is essential● Emotions spread virally as an inherent part of the way

our brains work (mirror neurons).● Can be transferred through images and video as easily

as from person to person● High arousal — esp. pleasant — emotions spur more

sharing○ Astonishment, excitement, delight, pleased, amused,

happy, excited○ Cat images explained!

● And what evokes emotions?

Stories!● Emotional arousal created/enhanced through empathy,

which itself is created through narratives and stories — the better the story, the more it will spread○ Love, loyalty, overcoming obstacles, raw human

moments, rights of passage, injustices made right, heroes/selfless acts, human-animal bond, nostalgia/reminiscing

● “Emotion stacking” - Build emotions with a series of pieces, esp. in story form (Buzzfeed)

Other motivations for sharing● Bring valuable, entertaining content to others● Define ourselves to others● Grow and nourish relationships● Self-fulfillment● Get the word out about causes or brands

Viral content & the sales funnel● Best at generating awareness and interest● Can be helpful lower in the funnel, but is more difficult

○ Branding influence (impressions, followers, advocates)

○ Search influence (visibility, social sharing, improved search ranking)

Personal thoughts● I think it’s weird that so much math and research goes

into making and sharing something that needs to be felt in the soul in order to be successful.

● For companies, requires more strategy and research than dumb luck (“Double Rainbow”)

● I wish other content I’ve seen on “making viral content” would focus more on storytelling than on the $