Getting mass exposure for high-quality content provides huge value for clients, but it’s not always easy to pull off says Kelsey Libert on the HBR blog. Pulling off mass exposure for high quality content takes an understanding of human emotion and how it influences the consumption and sharing of online content.
The emotions most commonly associated with viral marketing campaigns (as plotted on Robert Plutchnik’s comprehensive Wheel of Emotions), include:
Additionally, we can break down how certain demographics respond to different types of content. For example, 18-24 year olds reported fewer emotions related to joy, trust, or surprise when compared to other age groups. This lack of positive response could mean that this age group is more difficult to target.
Finally, there were a few differences between men and women. Men reported more emotions of joy than did women, and women reported feeling trust more than men when viewing viral content.
So why has the ALS Ice Bucket Challenge been such a dominant viral campaign? Interest and inclusion. Initially launched as a way to increase awareness for ALS, the campaign has since spread and the challenge is being taken by grandparents and toddlers alike. It's fascinating to see how it started and how far and fast it has grown.
For more details on how different demographics respond to viral marketing, click here to read the full article on HBR.