Post by account_disabled on Dec 28, 2023 4:46:06 GMT
Virality is the coveted object of desire of many advertisers . And yet, unfortunately, there is no magic formula to ride the back of virality in advertising. But what then makes the difference between a plain advertisement and a spot so irresistible that the viewer chooses to share it over and over again with other people? A recent study undertaken by Jonah Berger and Daniel McDuff, echoed by Harvard Business Review, seeks to answer these and other questions . In their research, Berger and McDuff used automatic facial recognition to analyze people's reactions to different types of advertisements. After being confronted with the spots, the participants in the report had to give an account of their willingness to share or not share the ads. And while the participants watched the ads, webcams were in charge of tracking their facial expressions with the ultimate goal of categorizing them based on different emotions with the help of an algorithm. From the research undertaken by Berger and McDuff, it is inferred that emotional reactions do indeed play a very important role in the viewer's inclination to share or not share the advertisement with which they are confronted. However, the way emotions impact shares is not always so obvious.
We could soon expect, for example, that people are more inclined to share ads that make them feel good and that they are, on the other hand, more reluctant not to press the "share" button Phone Number List when a spot makes them feel bad. . And to some extent the intuition is indeed correct. In Berger and McDuff's report, ads that evoke positive emotions such as joy are more likely to be shared, while those spots filled with negative emotions such as sadness or confusion are less likely to be shared. Even so, and although some negative emotions such as sadness reduce the chances of an ad being shared, others such as disgust and disgust slightly increase shares . And the "shares" are not as dependent as it seems at first glance on the "happy" ads and the "sad" ads. Not all positive emotions spur virality, which is also at the expense of some emotions of a negative nature. It must be taken into account, on the other hand, that some emotions (both positive and negative) have the power to psychologically activate the viewer . When we encounter, for example, a snake in the forest, we become alert and our pulse accelerates. And something similar happens with positive emotions. When the team we love scores a goal in the last minute, we also tend to get excited.
Other emotions, on the contrary, calm us. After spending a day at the beach or watching the sunset, we feel good, but the happiness that overwhelms us does not excite us. And similarly negative emotions such as sadness inhibit our desire for activity. The morale? When it comes to sharing an ad (to ultimately make it viral) the positive and negative emotions that manage to activate and excite us (for better and for worse) are the ones that most move us to press the "share" button. In this sense, it is not enough to make people feel good to get closer to the desired virality. We must go further and try to activate the viewer with messages that excite, inspire and delight them. And negative emotions are not in any way at odds with virality either. We can falsely assume that the viewer will not share an ad that inspires disgust, but the truth is that certain negative emotions can be an incentive in viral terms for the viewer. For example, advertisements that unleash the viewer's anger by illustrating certain injustices or those spots that make the viewer feel anxious about describing the risks associated with a disease can move the audience to action (by sharing, for example, what they have just seen). with other people).
We could soon expect, for example, that people are more inclined to share ads that make them feel good and that they are, on the other hand, more reluctant not to press the "share" button Phone Number List when a spot makes them feel bad. . And to some extent the intuition is indeed correct. In Berger and McDuff's report, ads that evoke positive emotions such as joy are more likely to be shared, while those spots filled with negative emotions such as sadness or confusion are less likely to be shared. Even so, and although some negative emotions such as sadness reduce the chances of an ad being shared, others such as disgust and disgust slightly increase shares . And the "shares" are not as dependent as it seems at first glance on the "happy" ads and the "sad" ads. Not all positive emotions spur virality, which is also at the expense of some emotions of a negative nature. It must be taken into account, on the other hand, that some emotions (both positive and negative) have the power to psychologically activate the viewer . When we encounter, for example, a snake in the forest, we become alert and our pulse accelerates. And something similar happens with positive emotions. When the team we love scores a goal in the last minute, we also tend to get excited.
Other emotions, on the contrary, calm us. After spending a day at the beach or watching the sunset, we feel good, but the happiness that overwhelms us does not excite us. And similarly negative emotions such as sadness inhibit our desire for activity. The morale? When it comes to sharing an ad (to ultimately make it viral) the positive and negative emotions that manage to activate and excite us (for better and for worse) are the ones that most move us to press the "share" button. In this sense, it is not enough to make people feel good to get closer to the desired virality. We must go further and try to activate the viewer with messages that excite, inspire and delight them. And negative emotions are not in any way at odds with virality either. We can falsely assume that the viewer will not share an ad that inspires disgust, but the truth is that certain negative emotions can be an incentive in viral terms for the viewer. For example, advertisements that unleash the viewer's anger by illustrating certain injustices or those spots that make the viewer feel anxious about describing the risks associated with a disease can move the audience to action (by sharing, for example, what they have just seen). with other people).