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BizReport : Viral Marketing : July 27, 2015

Emotional motivations for video-sharing differ according to age

Marketers that want their videos to be shared should concentrate on emotional motivation with a focus on inspiration, according to new analysis of the top 100 most-shared vidoes from video-sharing platform StreamSafe.

by Helen Leggatt

StreamSafe found that almost half (48%) of 1,000 U.K. consumers surveyed said they would share videos that inspire them, more than would share videos that made them happy (43%) or excited (41%).

According to John Harrington, director StreamSafe, "shareability sits at the center of the online video marketing equation".

"Provoking an emotional response is the key to this and how you do that differs between demographics, making it vital that marketers and content producers understand what drives sharing for their target audiences," added Harrington. "Emotional tone and content have been revealed as more important to this than brand."

The study found that emotional motivations for sharing differ by age. Videos that evoke excitement were more important to those age 65 and over (58%). However, emotional motivation was a lot more varied among younger viewers (16-24-year-olds) where inspiration, excitement, happiness and affection all proved equally strong motivators to sharing.

Additional findings from the study include:

- 24% of the top 100 most-shared videos were promotional clips or adverts;

- 25-34-year-olds are the most likely to share amusing videos (28%);

- 24% of 55-64-year-olds would share videos that made them angry, compared to just 13% who would share amusing videos (13%).

Image via Shutterstock

Tags: content tips, online video, viral marketing

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