In this video Gideon Shalwick talks about the book, “Contagious,” by Jonah Berger.
He summarizes Berger’s findings on “why things catch on.”
Berger found that emotion is key to making a video go viral. Not just any emotion, but an emotion with high arousal, positive or negative.
Examples of high-arousal positive emotions are awe, amusement (humor), or excitement. Negative emotions include anger or anxiety.
Berger says adding these emotions is critical for a video to spread.
Here is an example of a video that Shalwick says has high-arousal emotions which made it viral.