Viral video research results, a little more reliable

Recently, several videos spread like a virus on YouTube:

Video 1: A well-dressed girl walks in the streets of New York and is accosted in 10 hours 100+ times. The video comes from nonprofit group Hollaback, which aims to fight street harassment.

Video 2: A woman pretending to be drunk is lured home by a variety of men, and the video quickly gets mad. But then it was exposed that the characters were in advance to play, not really happen. Video for Youtube needs to turn over the wall.

Video 3: A father sings Blackbird softly to his dying son in front of his bed. Video for Youtube needs to turn over the wall.

The content of three videos doesn't look amorites at all. According to now York Magazine, researchers have summed up some of the potential commonalities in these viral videos:

1. Anger is more easily transmitted than sadness.

In a 2011 paper published in Psychological Science, Jonah Berger, a professor at the Wharton School of Business, said the most important factor in the process of communication was a conscious awakening: high arousal (such as anger, comedy) is more likely to be transmitted than low arousal (such as sadness, contentment).

"Emotions are a boost to viral video transmission. Whether it makes people nervous, angry, or contentious, the more emotions that affect us, the more we share. Berger said. These three videos undoubtedly arouse the audience's high arousal and thus form a viral transmission.

2. Active video is more likely to be transmitted

In addition to the intensity of the emotions that affect the sharing behavior, whether the emotion is positive or negative. In a 2013 experiment in the journal of Australian Marketing, Karen Nelson-field, a marketing researcher at the University of South Australia, selected 800 videos to allow 28 participants to view 50 paragraphs and then choose from 16 emotional descriptors. 16 words are "high awakening" or "Low Awakening", "positive" or "negative" coding. The results showed that positive videos shared 30% more than negative ones.

3. People who exercise are more likely to share virus videos

Berger experimented with half the people jogging for one minute and half sitting still. Then let them read a neutral piece of news and tell them to email it to anyone. The results show that exercise also evokes shared behavior-75% of people who jog have chosen to forward this article, while only 33% of people who sit still are forwarding it.

4. Another easy to spread factor is "surprise"

5. Men are more likely than women to spread the message of awakening fear or nausea.

6. Videos that inspire people to identify themselves are more likely to be transmitted

"People are driven by a desire for self verification, especially by expressing their identity or collective identity." Angela Dobele, marketing researcher at the Royal Melbourne Institute of Technology, said, taking the Hollaback video as an example, "Sharing this video is a way to identify with her." This event provides a basis for the dialogue of like-minded people to form a collective relationship.