Whether it’s happiness, sadness, anger, laughter, surprise, or any emotion for that matter,  the effect is the same. They all create visceral reactions that cause you to start reacting and talking. So, why does this matter when it comes to sharing content? It matters because it’s actually been proven that emotions play a vital role into why people share content on social media. So let’s take a look at some popular emotions and how brands are replicating them successfully to result in successful social media sharing.

Awe – 25%

Awe is an emotion that results from the feeling of inspiration and wonder. Many times people are in awe of something so fantastic that they can’t believe they are watching the events unfold. Or they can be in awe of a certain person who has accomplished unimaginable things throughout a lifetime.

 

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Anger – 6%

Anger is a feeling of annoyance, displeasure, or hostility. Marketers can create this feeling to make a call to action, or sometimes it is created by mistake. Either way, it grasps viewers’ attention.

 

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While this commercial was created to simply advertise the importance of a healthy heart, the idea of an interracial couple drove some people to become angered and share it. It caused such a scene that it even became a talking point for newscasters across the United States.

 

Laughter – 17%

Laughter happens when you think something is funny. But understanding universal things that make people laugh can be a whole other challenge. People love to laugh, and they especially love to share in their laughter with others.

 

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Amusement – 15%

Amusement occurs when you are being entertained by something. Usually it comes from something being funny or enjoyable.

 

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Joy – 14%

Joy is the feeling of immense happiness. When we feel joy, we feel confident, powerful, capable, loved, and fulfilled.

 

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Empathy – 6%

Empathy is accomplished when we can feel and understand the feelings of another. It enables a consumer to relate to others and, in turn, relate the content to others who would feel for it also.

 

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Sadness – 1%

Sadness occurs when something makes you extremely upset. It is an especially effective tool to use when you are trying to bring awareness to something.

 

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Surprise – 2%

Surprise happens when something unexpected occurs. Usually after the surprise you feel another wave of emotion, whether it’s sadness, happiness, or anything in between. But that initial shock causes you to send content to friends.

 

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While saying that your product is the best helps convince your audience to a certain extent, latching on to their emotions is what really makes them share what you have to say.


Try tapping into one of these emotions with the next piece of content you create to see what happens.  You just might be surprised, amused or in awe. Let us know how it goes in the comments below!