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CAN BIOMETRICS PREDICT A VIRAL MARKETING CAMPAIGN?
by Jacob L. H. Jones, Matthew Gillespie, and Kelsey Libert
The difference between content that goes viral and content that fails to find an audience depends on a single, critical moment: a person seeing the share button and deciding whether or not to click.
Unlocking how to predict what will happen at this moment would be akin to discovering the holy grail of marketing research. Simply asking people what kind of content they would share doesn’t do a great job of anticipating actual outcomes. However, researchers can utilize physiological markers to measure emotional responses to content—which exist not just in the mind but also in the body—to better understand what makes someone click ...
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