After stumbling across a trending article in the New York Times called Coughing and Aerosols, showcasing a photograph that vividly captures a human cough. The science article made the Top 5 Most-Emailed List and surprised everyone. Why? Because the subject didn’t seem that share worthy, even the author Denise Grady, was taken aback by this result. She didn’t know so many people were fans of science or germ spreading processes.

So many were intrigued. But not just by the beautiful visual within the article but also by the broader question: what makes certain content go viral?

This curiosity led researchers at the University of Pennsylvania to dive deep into the phenomenon, analyzing thousands of articles from the New York Times. They evaluated these based on the intensity of emotion they evoked, the type of emotion, and whether it was positive or negative.

Before we delve into the findings, a quick heads-up: this research, while cutting-edge, doesn't offer a foolproof formula for viral success. Virality is complex, often requiring a mix of factors such as timing, context, and sometimes even a bit of luck.

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One might wonder, why do we share the content we do? People often share content because they find it interesting, helpful, or think others will like it too. Interestingly, articles deemed interesting to us have a 25% chance of being shared widely, a figure that jumps to 30% for content that readers find helpful. So there we have it, no? Make something interesting or useful and boom, go viral!

It’s not that simple.

We have to look at the emotional drivers behind sharing? Can we quantify how emotions influence our decision to share content? The research led by expert Jonah Berger highlights one emotion as particularly potent: awe. Experiencing awe can significantly boost the likelihood of content being shared, by over 30%. Awe doesn't just captivate us; it can physically affect us, increasing our heart rate and leaving us feeling amazed, perhaps even humbled. It's a compelling mix of feelings that almost compels us to share the experience with others.

Emotional Arousal

Consider the physical and emotional arousal awe induces; it's not about sexual arousal but rather a physiological response. A tidbit from the study even suggests that running on the spot for 60 seconds can make people more likely to share content. This absolutely fascinating (and almost crazy finding) is a testament to the impact of physical arousal on our sharing behaviors. This underscores the importance of eliciting strong physiological responses to enhance shareability.

What Emotions should I trigger?

However, not all emotions are equal in the realm of content sharing. While high-arousal emotions, both positive and negative, can significantly increase the odds of content being shared, low-arousal emotions like sadness or contentment tend to dampen these odds. Even positive emotions, if low-arousal, can negatively affect shareability.

So, what are the high-arousal emotions to aim for? Anger, anxiety, disgust, and shock on the negative side; awe, excitement, hilarity, inspiration, astonishment, and exhilaration on the positive. And the ones to avoid? Sadness, contentedness, discomfort, boredom, irritation, frustration, amusement, calmness, surprise, and happiness.

This dynamic explains why humorous videos are so widely shared; they trigger laughter (or hilraity) and a sense of fun, requiring nothing more from the viewer. In the case of the viral cough photograph from the article: "Coughing and Aerosols," captured audiences by visually demonstrating the spread of germs in a striking manner. It wasn't just informative; it was awe-inspiring, prompting people to care and, crucially, to share.

What kind of content trigger these emotions?

A study from the Viral Research Institute in Australia has revealed that certain topics naturally evoke strong emotions, significantly increasing the likelihood of content being shared in personal messages. Here's a summary for an article I'm planning to write:

The research highlights that content showcasing personal victories is most effective in encouraging sharing. This type of content evokes positive, high-arousal emotions such as awe and inspiration, making it a top choice for creators looking to boost engagement. Surprisingly, coming in second place is content focused on science, weather, and nature. This category, particularly in video form, often evokes feelings of empathy, awe, and sometimes anger.

However, the study advises steering clear of content related to sexuality, art, animation, and movie or game trailers. Despite the popularity of these themes, they are the least effective in garnering shares, as they rarely trigger the high-arousal emotions necessary for viral potential. This guidance is especially challenging for those within the entertainment industry, where such content is commonplace. But the same research also explains that all content can go viral and that you should use this information as a general guide to optimize your success.

Make sure to refer to a consultant or at least analyze your situation as thoroughly as you can to determine the best course of action.