Emotional or Moral Tweets Are 20% More Viral


Manage episode 268793291 series 2534823
By Emily Binder. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

A 2017 NYU study analyzed over half a million tweets and found that each moral or emotional word used increase virality by 20%. Posts with indignant disagreement received twice as much engagement as other content on Facebook. The algorithms reward the incendiary and indignant. The social feed is the Internet and serves as reality for many users who don’t have the media literacy or self control to turn it off or to realize one thing: the feed is a program meant to keep them engaged in order to serve ads for lipstick, vitamins, and leggings.

In other words, incendiaries result in greater stakeholder value for social platforms because people share the content, stay on the platform longer, and view more ads, which are the revenue drivers for Facebook, Twitter, LinkedIn, and Instagram.

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