The human brain is a complicated, creative information-processing system. So how does it decide what to share?
There are parts of the human brain that are “activated” when a video has the essential components to be shared. There has been a good deal of research intowhat motivates someone to share a video.
Studies have shown that the shareability of a video is directly related to the emotions it evokes when viewed. It has been proven that video content is the most efficient and direct way to strengthen consumer engagement and extend audience reach.
Video creates new opportunities for dealers to connect with potential buyers and turn those prospects into customers, greatly increasing the probability of sale.
The question is: What makes a video shareable?
When we share a video, we’re not just sharing the object; we’re also sharing the emotional response it creates.
Google’s Abigail Posner explains: sharing videos is like constantly offering each other little gifts, “little moments of pleasure that remind us we’re truly and deeply bonded to one another”. This ‘gift’ of sharing contributes to an energy exchange that amplifies our own pleasure.
We experience hundreds of emotions on a daily basis and each of us deals with them differently. Most of us have been taught the 6 basic emotions: happiness, sadness, fear, surprise, anger and repulsion.
These basic emotions affect our brain, create different emotional layers and drive us to surprising actions, such as watching/sharing online content or other video content.
Understanding the basic human emotions and how they impact our engagement, can transform how you use video for business. The effectiveness of video starts with developing the story behind the content.
Video content that arouses strong emotional responses, such as awe or anger, in viewers is more likely to become viral. While these emotions are universal,
Knowing the emotional states of other individuals is key to produce shareable video content. While these emotions are universal, the correlation between them differs. That’s why it is so important to know your target audience as well as possible.