Go for a Reaction — Strong Emotions Drive Online Video

A session at the Greenpeace Digital Mobilisation Skillshare in Umbria, Italy, came together to look at what makes video work for activism and draw out lessons to support planning and ideas. According to research, material that triggers a strong emotional response is twice as likely to be shared. A strong, positive emotional response is 30 percent more likely to encourage sharing than a strong but negative emotion, like shock or anger, but the strength of the response is more important.