The Emotions That Drive Video Sharing

Videos that elicit positive emotions such as exhilaration and hilarity get 40 percent more shares than videos with negative themes such as shock, fear or anger.


*the epic split video by Volvo Trucks featuring Jean Claude Van Damme ranks No. 1 in Unruly’s 10 Most Exhilarating Ads of 2013 with more than 2.67 million shares.

Senior research associate at the Ehrenberg-Bass Institute for Marketing Science, Dr. Karen Nelson-Field, spent two years trying to identify how emotions influence video sharing.

Nelson-Field used a large data set of user-generated content combined with 355 billion branded videos from social video marketing analytics platform, Unruly.

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