Research: The Emotions that Make Marketing Campaigns Go Viral
by Kelsey Libert and Kristin Tynski |
9:00 AM October 24, 2013
We’re all well aware of the fact that marketing is shifting from a landscape where marketers can utilize mass media to speak
at consumers, to one where marketers are simply part of the crowd themselves. The bullhorn of radio, television, print
and other one-way interruptive marketing approaches are quickly losing efficacy. So how do you get your brand noticed?
A recent article by Mitch Joel argues that brands must
publish more content, that the old standbys of frequency and repetition
that
worked so well in decades past are still worthwhile today. Truth be
told, he’s right. Publishing more content, even if the content isn’t
viral or noteworthy, can be a great way to maintain or even grow
existing large audiences.
But what if your brand or company doesn’t have an active audience of
avid content consumers already? In this case, piles of mediocre content
certainly won’t do the trick. If you don’t already have a large built-in
audience, you must attract them from elsewhere.
Viral marketing is hands-down one of the best ways to do this.
What Can Viral Marketing Actually Do?
Break through the noise
With
5.3 trillion display ads shown online each year,
400 million tweets sent daily,
144,000 hours of YouTube video uploaded daily, and
4.75 billion
pieces of content shared on Facebook every day, posting a few blasé
blogs on the corporate website just isn’t going to cut it. You’re going
to need something that cuts through the clutter.
Create massive brand exposure and free press
Successful viral campaigns regularly produce 1 million+ impressions,
with standouts garnering 10x to 100x that number, often crossing over
into the mainstream, and picking up free exposure
on television and radio and in print media. For instance, in 2012, the viral campaign
“Kony 2012”
for the Invisible Children organization garnered nearly 100,000,000
views, and was covered by most mainstream news organizations. The
campaign has more than 2,000 results in
Google News.
Generate high levels of social engagement, sharing, and brand
interaction, which can lead to sharp increases in digital brand
advocacy.
When
Dove’s Real Beauty sketches campaign went viral, it garnered nearly
30 million views in ten days. Additionally, it single-handedly added more than 15,000 YouTube subscribers to Dove’s channel over the following
two months, not to mention substantial increases in followers on Twitter and Facebook as well.
Massively improve organic search rankings
In our own experience at
Frac.tl, two successful viral campaigns (
Dying to Be Barbie and
Before & After Drugs: The Horrors of Methamphetamine)
were responsible for very sharp increases in organic search traffic to
our client’s site. Viral content contributes significantly to primary
signals Google uses as part of its ranking algorithm (authoritative
links and social engagement).
This
graph of the six-month ranking improvements for our client,
Rehabs.com,
reflects a 750% increase in site visits as a direct result of these
viral campaigns. The hump at the beginning occurred at the launch of the
first viral campaign which looked at the before and after images of individuals addicted to methamphetamine, with subsequent campaigns like
“Is a Barbie Body Possible,” resulting in the sustained increase.
Increase brand engagement
When users engage with brands via content they choose, rather than
content they’re given, they are more engaged with the content and the
brand.
How Any Business Can Create Successful Viral Content Marketing Campaigns
Lesson 1: Create a Viral Coefficient > 1
Breaking through the noise and going viral is the direct result
having a viral coefficient above 1. For the sake of simplicity, viral
coefficient can be thought of as the total number of new viewers
generated by one existing viewer. A viral coefficient above 1 means the
content has viral growth and is growing, and a coefficient below 1 means
that sharing growth is diminishing.
So how do you create content that people will share?
Step 1: Write a compelling title
Your title is what attracts new viewers. The more people you can get
to consume your content, the more chances you have for getting people to
share it. If you can’t get the initial click, your content is dead in
the water.
Step 2: Use strong emotional drivers to make people care and share
As
Thales Texeira noted,
it is important to create maximal emotional excitement quickly. Hit
them hard and fast with strong emotions, but remember to keep the
branding to a minimum. Heavy use of branding can cause many viewers to
disregard the content as spammy or salesy, resulting in loss of
interest, abandonment, or even backlash.
When your content is in video form, be sure to give people an
emotional roller coaster. This should be done by “pulsing” the
emotionally heavy hitting points in your content with breaks or gaps. It
is helpful to think of it as “cleansing of the emotional palate.” By
creating contrast between the high levels of emotionality and areas of
less emotional activation, the audience won’t find themselves becoming
bored, satiated, or overwhelmed with too much of the same.
Step 3: Create content the strikes the correct emotional chords
While there is a good deal of evidence to suggest that strong emotions are key to viral sharing, there are a
scarce few that indicate which emotions work best.
To this end, one of the best ways we’ve found to understand the
emotional drivers of viral content is to map the emotions activated by
some of the Internet’s most viral
content.
In order to understand the best emotional drivers to use in the
content we create, we looked at 30 of the top 100 images of the year
from imgur.com as voted on Reddit.com (one of the top sharing sites in
the world). We then surveyed 60 viewers to find out which emotions each
image activated for them. We used Robert Plutchik’s comprehensive
Wheel of Emotion as our categorization. What we found was compelling:
1. Negative emotions were
less commonly found in highly viral
content than positive emotions, but viral success was still possible
when negative emotion also evoked anticipation and surprise.
2. Certain specific emotions were extremely common in highly viral
content, while others were extremely uncommon. Emotions that fit into
the surprise and anticipation
segments of Plutchik’s wheel were overwhelmingly represented. Specifically:
- Curiosity
- Amazement
- Interest
- Astonishment
- Uncertainty
3. The emotion of admiration was very commonly found in highly shared content, an unexpected result.
Here are a few sample images from the survey (And here are the
full results of our research in heatmap form along with their corresponding images.)
Below is a heatmap of the aggregate emotional data, representing the totals compiled.
Lesson 2: Tie Your Brand to an Emotional Message
If strong emotional activation is the key to viral success, how can
brands best craft highly emotional messages with their content?
First, think carefully about how your company, product or service is
related to a topic or topics that taps into deep-seated human emotions
within your target demographic.
The goal is to find the link to an issue that plagues your consumers
and relates directly or even tangentially to your brand or product. At
the same time, you must make sure that the topic you choose also
positively reflects the position of your brand. Using the example of the
Dove Face Sketch
campaign mentioned above, it is clear that its viral success was the
result of its ability to tap into a deep emotional reaction to commonly
felt feelings of inadequacy and low self esteem. Dove created a positive
emotional reaction by creating solidarity through their campaign. Their
content delivered the message “Many women don’t see themselves for how
pretty they really are — let’s change that.” Dove’s content engaged
strong emotions – even difficult emotions – but managed to win by
presenting a more important overarching idea.
Lesson 3: Consider the Public Good
Consider that one of the best ways to create an emotionally
compelling piece of viral content that also works well with your brand
is to tie your brand to a message for the public good. Brainstorm how
your brand might be able to create content that does a public good or
that creates awareness, but at the same time activates strong emotional
drivers. One excellent recent example was a highly emotionally
evocative video campaign
from AT&T created to drive awareness for the dangers of texting and
driving. AT&T hired famed filmmaker Werner Herzog. The short film
has been viewed more than two million times.
Another example comes from a viral ad made for the Metro Trains rail service in Australia. The campaign, titled
“Dumb Ways to Die”
has created massive awareness through an unexpected, funny, and
emotionally jarring video. Since it’s launch, the video has been seen by
more than 56 million people. (You can read more about it
here.)
To be sure, we are entering an era of marketing that is much more
ambiguous, subtle, and not nearly as heavy-handed as it has been in the
past. The good news is that there is ample opportunity for those who
understand that engaging with audience means touching their hearts and
contributing tangibly to their world.
Marketers are no longer in charge of what people see. If you want to
get people’s attention, contribute something worthy of consumers’ time
and emotional investment
