You’ve landed here for one reason — you’re curious how to make people share your content. You might have some idea of why emotion would lead one person or another to share your content. But ask yourself this — how do you tie those ideas together?
Let us start with the basic premise that emotions will drive people to actions. If you evoke some sort of emotion, you’re likely to drive a response. As Stanford researcher Jonah Berger puts it “When we care, we share.”
Berger came up with a simple chart to explain how people react to emotional content.
|HIGH AROUSAL||LOW AROUSAL|
If you take a look at the squares in this table you’ll start to see some of those ideas I had mentioned earlier in this article. The higher arousal items, as one would expect, will lead to an increase in sharing. Whereas the lower arousal items would probably just be passed by.
How to use this
Berger paints a pretty picture in his novel Contagious that will help us understand why this chart is important. A few key lessons here:
This article is part of our series of Why People Share Your Content.