Harvard Business Review contributor and VP of Creative at Fractl, Kristin Tynski discusses the internal research into the emotional activators that are at the heart of viral content. She shares specific examples of how to apply these emotions and dive into the insights learned from the success of other emotional content innovators from across the web. She describes actionable tips for creating content that can gain major sharing traction, mainstream pickups, and viral success.
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The Emotional Drivers of Highly Successful Viral Content
1. The Emotional Drivers of Highly
Successful Viral Content
By Kristin Tynski
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2. Viral Marketing – Don’t Try to Do it All
Sales
Funnel
Usefulness
Relative Ease Successful?
Awareness
Interest
Evaluation
Commitment
Referral
Extremely High
High
High
High
High
Easy
Difficult
Extremely Difficult
Extremely Difficult
Extremely Difficult
All
Few
Very Few
Almost no one
Some
*Know your goals, and know what viral can realistically accomplish*
4. What About The Bottom of the Funnel?
Branding
Brand Impressions
Search
High Visibility
Brand Followers
Social Sharing & Links
Brand Advocates
Improved Search Ranking
Captive Audience
Move Down the Funnel
Move Down the Funnel
5. How Do We Define Viral?
K = Ratio of the number of new viewers brought in due to the sharing of each viewer.
•Almost nothing called “viral” actually is.
6. Defining Viral Factors
Defining Variables
Shared Audience (p)
Conversion Rate (c)
Shares Per Viewer (i)
Total Organic Views
Organic Growth Type
Viral Cycle Time
k = i*p*c
7. Improving the Viral Coefficient – Increasing
Shared Audience
Shared Audience (p)
Average number of people
who are exposed to the
content for each share.
8. Improving the Viral Coefficient – Increasing
Conversion Rate
Conversion Rate (c)
Percent of shared audience
(p) that are exposed to the
content and then actually
click on it.
9. Improving the Viral Coefficient – Increasing
Shares Per Viewer
Shares Per Viewer (i)
Percent of people who see the
content that share it.
11. Success Even When K<1
Nearly all content considered
“Viral”
Doesn’t actually meet the true
definition of viral growth of
having a viral coefficient (k)
greater than 1.
12. When the Magic Happens
When you are able to get i,
p, and c high enough, their
product will bring k>1, and
you will see a truly viral
effect.
Notice the exponential
nature of the curve.
Play with the tool featured
here:
http://frc.tl/viral-equation
14. Improving the Viral Coefficient – Audiences
Bored at Work and Bored in Line – A Key Audience
15. Improving the Viral Coefficient – Audiences
Niche vs. Broad – Both Have Value
Niche Audiences
• Content MUST appeal to the niche audience.
Broad Audiences
• Lower sharing limitations
• Niche audiences typically have higher
values for p,c, i , because they are more
tightly interconnected, and shared content
Is more likely to resonate due to shared
ideals, values, and interests.
• Content must be broadly appealing
• Typically lower values for p, c, I
• Big seeds can be more easily leveraged
16. Improving the Viral Coefficient – Audiences
Understanding the relationship between
audience types, accountability and sharing
General Audience Types:
Anonymous Audiences
Accountable Audiences
Casual Audiences
Professional Audiences
17. Improving the Viral Coefficient – Audiences
Broad (or large cohesive niche) and accountable is a good target
19. Improving the Viral Coefficient – Audiences
Facebook is most important for several reasons
20. Improving the Viral Coefficient – Emotions
Evoking emotions is essential in viral content. Why? Because
emotions themselves spread virally as an inherent part of the way
our brains work, a function of mirror neurons.
21. Improving the Viral Coefficient – Emotions
Not all emotions are created equal. Some are better than others at
improving Shares per Viewer (i). Increasing shares per viewer is the key
To creating a viral effect. High arousal emotions are essential.
28. Improving the Viral Coefficient – Emotions
The emotions of the top 50 viral images on Imgur.com last year.
29. Improving the Viral Coefficient – Emotions
Emotional arousal is created and enhanced through empathy.
Empathy is created through human narratives and stories
Most Common Empathy Narrative Themes:
Love
Loyalty
Perseverance and overcoming obstacles
Raw human moments
Making the most out of what you have
Rights of passage
Heroes and selfless acts
Vengeance and villains get what they deserve
Injustices made right
Changes of heart
Human-animal bond
Evolving morality
Nostalgia and Reminiscing
Connection to and importance of nature
30. Improving the Viral Coefficient – Emotions
Leveraging Emotions - Upworthy
Topical Focus:
Community
Diversity
Economy
Entertainment
Gender
Guns & Crime
Health
Immigration
Inspirational
LGBTQQ
Military
Parenting
Politics
Science and Tech
Spanish
Workonomics
32. Improving the Viral Coefficient – Emotions
Leveraging Emotions – ViralNova
This site is run by a single individual, posting
emotionally resonant content each day.