Viral videos are everywhere. Even on the news! They cover a wide variety of content, but they all have one thing in common.

Viral videos generally go viral because they are charged with emotion. It may be joy, it may be hilarity, or it may be something polarizing. Whatever the cause, the strong emotions are what motivate viewers to share it everywhere.

Studies have shown that viral content is actually somewhat predictable in nature because it is not, to the surprise of many, entirely random or accidental. Viral videos can be engineered…especially by skilled video production companies.

So how do we begin to create a viral video?

It’s best to start with a positive overall emotional content. Virality is largely based on emotional action responses, which cause us to feel strongly that we should share content. Happiness, awe, shock, anxiety, and anger provide us with some of the strongest desires to act. That translates to online sharing and redistribution.

What We Share Reflects on Us

The videos we share tend to reflect something about ourselves. Everyone can understand that on a subconscious level.

By sharing positive, heartwarming videos, we present ourselves to others as upbeat, happy, caring people who want others to feel good about themselves or the world. Positive videos are statistically a larger portion of the viral market, especially if you include videos about babies and animals.

Negative videos cause us to feel poorly about ourselves and reflect poorly on us when we share them, which is why negative videos have a more difficult time going viral than positive ones.

The only “negative” videos that do manage to go viral produce a strong “action” response: usually anger, shock or anxiety. Many incite debate, and it is really the debate that goes viral more than anything else. We feel a strong urge to have others help us or support us in these scenarios, which causes sharing.

The Importance of Product Perception

Since a strong emotional response is the best way to get your video shared, you have two options as a company. You can go positive, or negative.

Going positive for your viral video will do several things for you, including engineering a positive association with your company or product. A more negative campaign, however, can turn on you, thanks to involuntary association. Human psychology generally reassigns negative attributes to their source instead of to their target.

Instead of accidentally creating negative sentiments for your company with a derogatory viral video, play it safe and make your viral video with a positive message.

How to Use This Information

You can use this knowledge to create powerful viral videos for your product. When creating video content for social media distribution, keep the overall emotional sentiment of the content in mind. Your videos will have a significantly better distribution rate if they are positive and upbeat.

This can be difficult to do if you have a lot of products or services to promote, so you should consider consulting with a professional video production company to create the best possible emotional content for your video. Even simple changes can help create a more positive atmosphere for your video, and a talented video production company will have the aptitude to properly craft your video to embrace every possible opportunity.