“Emotion is one factor that drives sharing. We see lots of funny stuff go viral on YouTube, but we also see angry political rants get shared,” Berger says. “Any emotion that fires us up–humor, awe and excitement, but also anger and anxiety–drives us to share.”
Social media is also the great equalizer: Any company can cut through the clutter, regardless of brand awareness or marketing budget. All it takes is a clever idea and skillful execution.