What Really Fuels Sharing: Use Emotions—But Pick the Right Kind

Why do people pass along certain news stories, videos, or experiences but ignore others? For years, researchers believed it was just about positivity—sharing good news—or negativity—spreading bad news. But deeper study revealed the secret lies in emotional arousal. Stories or messages that excite, anger, or amaze us actually change our state: our heart rate rises, we want to act, and talking becomes irresistible.

Think of a viral video that left you buzzing, like a jaw-dropping magic trick or an inspiring underdog story. Now contrast that with information that’s merely comforting or sad; those may impact us personally, but they rarely get retold. Scientists call this difference 'physiological arousal.' It’s why people eagerly discuss Susan Boyle's breathtaking performance on “Britain’s Got Talent,” or why they share a clever ad that shocks or excites—even more so than something that simply makes them content or contemplative.

This isn't just theory. When researchers jogged volunteers or induced mild stress, people shared more articles—even when the content itself wasn’t emotional. The arousal carried over! On the other hand, stories evoking only calm or sadness stifled sharing. Targeting the right emotions supercharges the social life of your ideas or campaigns, making your message impossible to ignore.

Getting people to care—and act—begins by kindling emotional energy. That’s the engine of social contagion.

Think about the stories, posts, or announcements you plan to share. Ask yourself honestly: does this make people feel energized, amazed, amused, or riled up? Try tweaking your messages with a spark of surprise, humor, or provocation. Share only those pieces that prompt a real, buzzing reaction. Notice if your audience responds, laughs, or gets into debates. If they do, you've found the emotional fuel that drives sharing. Let those high-arousal moments lead your next share.