In a content-saturated world, creating pieces that stand out requires more than great information; it demands emotional resonance. Research shows that content evoking strong, high-arousal emotions—like awe, amusement, or anger—is shared more widely, reaching larger audiences. This principle, thoroughly explored in Contagious by Jonah Berger, underpins why some pieces go viral while others fall flat.
1. The Science Behind Emotional Virality
High-arousal emotions trigger a physiological response that primes us to take action, whether that’s sharing, liking, or commenting. Berger explains that social currency drives much of this behavior: we want to share content that makes us look insightful or part of an “in-the-know” circle. Emotionally charged content does exactly this by transforming passive consumption into active engagement.
2. Six Principles of Viral Content in B2B and Industrial Marketing
According to Berger, six key principles—Social Currency, Triggers, Emotion, Public Visibility, Practical Value, and Stories—define why people share. Here’s how these principles apply to B2B and industrial content marketing:
- Social Currency: In industrial marketing, providing industry insights or highlighting trends elevates audience engagement. Content that makes audiences feel informed or valued resonates more deeply and becomes more shareable.
- Triggers: Craft content that resonates with daily experiences in your industry, prompting the audience to think of it even beyond their screens. For example, timely references to industry events or popular tools can create a mental “trigger” that reinforces your message.
- Emotion: Emotional storytelling, whether through success stories or challenges, aligns perfectly with Berger’s findings. Positive emotions like awe or excitement are especially effective, but even frustration—when used thoughtfully—can drive engagement.
- Public Visibility: Make it easy for your content to be visible. When audiences see others in their network interacting with your content, it builds credibility and encourages further sharing.
- Practical Value: Content with actionable insights provides direct value. Tips, guides, or industry best practices resonate with audiences looking to improve their own work, enhancing shareability.
- Stories: Sharing stories about real challenges or case studies in the industry brings authenticity and context, making the content relatable and memorable.
3. Crafting Emotional, Shareable Content for 2024
To apply these principles, think about your content in terms of evoking genuine reactions:
- Use Engaging Storytelling: Narratives around problem-solving or innovative breakthroughs emotionally connect readers to your brand’s purpose.
- Emphasize Visuals and Design: Striking visuals reinforce emotion, making content more memorable and shareable.
- Incorporate Humor When Appropriate: Lighthearted content often gains traction as it leaves viewers with a positive feeling, aligning with Berger’s principle that positive emotions enhance virality.
4. Authenticity in Emotionally Driven Content
Modern audiences detect insincerity, so emotionally driven content should always be genuine. Align each message with your brand values, using stories, case studies, and transparent storytelling that reflect your core purpose. This approach not only builds trust but also enhances emotional resonance by showing the human side of your brand.
5. Positive vs. Negative Emotions in Content
Both positive and negative emotions can fuel virality, but they serve different purposes. Positive content—whether humorous, inspiring, or awe-inspiring—generally appeals to broad audiences and encourages shares that reinforce good feelings. In contrast, content that taps into frustration or urgency is best suited for raising awareness or inspiring action. For example, a B2B marketing piece addressing common industry pain points can use frustration constructively, helping readers connect and feel seen.
6. Measuring and Building on Emotional Engagement
As Berger notes, measuring engagement goes beyond clicks and views; it’s about gauging the depth of emotional response. Here are metrics to watch for understanding emotional resonance:
- Engagement Rate: High engagement shows how well content resonates emotionally.
- Time Spent on Page: A higher time spent indicates deeper engagement, often signaling that the content is emotionally compelling.
- Sentiment Analysis: Tracking the tone of feedback reveals whether your content aligns with the emotions you intended to evoke.
The Takeaway: Emotion + Value = Shareable, Impactful Content
By designing content that combines emotional engagement with actionable insights, your brand can rise above the noise. Aligning with Berger’s principles in Contagious, this approach leverages both the science and art of emotional marketing, enabling your content to inspire, inform, and connect more powerfully with audiences.