Now that we know the brains behind a good story, let’s take a look at some of the other factors that play a role in whether or not we choose to share content with others. Berger & Milkman
, for instance, found that emotions also play an important role in determining how shareable your content is. They found that positive content is shared more often than negative content. Although, there is a little more to the story. Yes, content that evokes strong positive emotions, like awe, laughter, and amusement, are very likely to be shared, but surprisingly, readers are also very likely to share content associated with strong negative emotions, like anger or anxiety. You might want to stay away from writing sob-stories though. Low-arousal emotions, like sadness, decrease the chances of your content being shared.