Write content that gives a strong feeling, and more people will share it
Updated: Oct 11
Content that makes people feel something strong travels further.
The study. Two researchers at the University of Pennsylvania studied about 7,000 New York Times articles over three months. They checked which articles readers sent to others by email.
The finding. Positive articles were shared more than negative articles. Articles that caused strong feelings, such as awe, anger or worry, were shared more. Articles that caused sadness, a calm feeling, were shared less.
Why it matters. Many brands write calm, safe content. This study shows that calm content does not travel. A strong feeling makes people want to act, and sharing is one action.
The takeaway. Write content that causes a strong positive feeling, such as awe or surprise. Use real numbers and real stories to do it.
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