Viral videos are everywhere, even on the news. They cover a wide variety of content, but they are usually emotionally charged. Studies have shown that viral content is actually somewhat predictable in nature because it is not, to the surprise of many, entirely random or accidental. Viral videos can be engineered, especially by skilled video production companies.
So how do we begin to create a viral video? It's best to start with a positive overall emotional content. Virality is largely based on emotional action responses, which cause us to feel strongly that we should share content. Happiness, awe, shock, anxiety, and anger provide us with some of the strongest desires to act, which translates to online sharing and redistribution.
What We Share Reflects on Us
The videos we share tend to reflect something about ourselves, and on a subconscious level, everyone understands that. By sharing positive, heartwarming videos, we present ourselves to others as upbeat, happy, caring people who want others to feel good about themselves or the world. Positive videos are statistically a larger portion of the viral market, especially if you include videos about babies and animals.
Negative videos cause us to feel poorly about ourselves and reflect poorly on us when we share them, which is why negative videos have a more difficult time going viral than positive ones. The only "negative" videos that do manage to go viral produce a strong "action" response: usually anger, shock or anxiety. We feel a strong urge to have others help us or support us in these scenarios, which causes sharing.
The Importance of Product Perception
Since strong emotional response is the best way to get your video shared, you have two options as a company: you can go positive or negative. Going positive for your viral video will do several things for you, including engineering a positive association with your company or product. A more negative campaign, however, can turn on you, thanks to involuntary association: human psychology generally reassigns negative attributes to their source instead of to their target. Instead of accidentally creating negative sentiments for your company with a derogatory viral video, play it safe and have your viral video be one with a positive message.
How to Use This Information
You can use this knowledge to have powerful viral videos created for your product. When creating video content for social media distribution, keep the overall emotional sentiment of the content in mind. Your videos will have a significantly better distribution rate if they are positive and upbeat. This can be difficult to do with many products or services, so you should consider consulting with a professional video production company to create the best possible emotional content for your video. Even simple changes can help to create a more positive atmosphere for your video, and a talented video production company will have the aptitude to properly craft your video to embrace every possible opportunity.
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