Why Do Things Get Shared?

Unlocking the Power of Emotion: Why Do Things Get Shared?

Emotion is the driving force behind much of our online activity, especially when it comes to sharing content. But have you ever wondered why some things go viral while others barely make a blip on the radar? The answer lies in understanding the complex interplay between different emotions and how they influence our sharing behavior.

High-Arousal Emotions:

When we talk about high-arousal emotions, we're referring to those intense feelings that get our hearts racing and our adrenaline pumping. Take joy and happiness, for example. Content that elicits these emotions – whether it's a heartwarming story, a funny video, or an uplifting message – tends to spread like wildfire across social media platforms. Why? Because when we experience joy, we want to share that positivity with others, spreading smiles and laughter far and wide.

Similarly, emotions like anger and outrage can also drive sharing, albeit in a different way. When we come across content that exposes injustices, challenges the status quo, or sparks debate on controversial topics, we feel compelled to share it with our networks. Anger motivates action, whether it's signing a petition, joining a protest, or simply venting our frustrations online.

Low-Arousal Emotions:

But it's not just high-intensity emotions that drive sharing. Low-arousal emotions, like sadness and compassion, play a significant role as well. Content that tugs at our heartstrings – whether it's a poignant story, a moving documentary, or a personal narrative of struggle and resilience – can prompt us to hit the share button, even when tears are streaming down our faces.

Why? Because when we feel empathy towards others or a desire to raise awareness about important issues, sharing becomes a form of solidarity. It's our way of saying, "I see you, I hear you, and I stand with you." And in a world that often feels disconnected and divided, these moments of connection are more precious than ever.

Crafting Shareable Content:

So, what does this mean for content creators? It means understanding the emotional triggers behind sharing behavior and tapping into the right emotions at the right time. Whether it's spreading joy, sparking debate, or fostering empathy, every piece of content has the power to evoke a response – and the key to success lies in knowing how to harness that power effectively.

By unlocking the secrets of emotional storytelling, we can create content that not only resonates deeply with our audience but also inspires them to take action. Whether it's sharing with their network, engaging with our brand, or supporting a cause, the possibilities are endless when we harness the power of emotion.

So, the next time you're crafting content, ask yourself: What emotion am I trying to evoke? And how can I use that emotion to create a meaningful connection with my audience? Because when it comes to sharing, emotion is the name of the game – and mastering it is the key to success.