Digital communication and PR professionals recognize a few truisms about online communication:
- Strong emotions get shared more often on social media.
- People tend to share things they really strongly agree or disagree with.
- Google and Facebook tend to tailor or curate your feeds, giving you more of the stuff you already like, because that’s what we tend to view as more relevant.
- Messages that are easily digestible and meet criteria 1-3 will be more shareable than ones that are not.
In this information environment then, if you want to get your message out, you try to craft something that arouses a strong emotion and is specifically targeted at the audience you want to reach. If you don’t believe me, then think about how Trump’s campaign so masterfully employed Facebook targeting to reach their key demographics. While many still claim that Russian meddling helped to win the election, in reality it was strong, emotional and tailored content that won the day.