RESEARCH

Videos: The Viral Power of Emotion

We live in a time where anyone can produce and spread information effortlessly through the internet. Videos, in particular, have become one of the most convenient and effective ways to convey messages or connect with others.

The gathering on Capitol Hill in Washington, DC, on March 22, 2023, where people rallied against a potential TikTok ban. Brendan Smialowski/AFP/Getty Images

Why Do Videos Go Viral?

It only takes a single click to share a video you love with friends. According to the article Why Some Videos Go Viral, social motivation and emotional response are two key factors driving this behavior. Personally, I love sharing interesting videos with friends and eagerly anticipate their reactions. Seeing their responses gives me joy and satisfaction.

This simple act of delivering and receiving emotional value underscores a critical truth: most human actions are driven by emotion. Videos are uniquely effective at evoking emotions, making them a powerful medium for communication.

Sharing videos has also become a trend and a modern way for young people to connect. On the Chinese version of TikTok, for instance, users are rewarded for consistent sharing. If you share videos with a friend for three consecutive days, a cute “fire-boy” animation appears. You can unlock decorations and backgrounds for this character by continuing to share videos. This gamified approach shows how video platforms actively encourage sharing until it becomes a natural part of everyday life.

The little “fire-boy” in Chinese version of Tik Tok that could record the days you and your friend consistent sharing videos.

The Marketer’s Perspective

As a marketer, I’ve noticed this phenomenon of video sharing and have adapted my strategies accordingly. Traditional advertisements often focus on highlighting a product’s features or benefits. But today, we focus on creating an emotional atmosphere around our products.

Our goal is to evoke emotional “fluctuations” that captivate the audience. For example, we design stories that start with a relaxed, funny tone to elicit positive emotions, followed by moments of intensity or sorrow. This contrast leaves a lasting impression on viewers, making them more likely to remember our brand and share the content with others.

Conclusion

Videos truly are a “viral of emotion,” and social media platforms serve as perfect breeding grounds for this phenomenon. Understanding the emotional needs of our target audience and crafting content to meet those needs is one of the most effective strategies in marketing communication today. By leveraging the emotional power of videos, we can create impactful campaigns that connect, resonate, and spread like wildfire.