Source: www.facebook.com/unicef - Post from May 2012

What makes Facebook content viral?

Qualitative Analysis of UNICEF Facebook Posts

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Why are certain posts more viral than others?

How does emotion shape post virality?

How does content type shape post virality?

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Classification of Emotions

Extreme negative

Extreme positive

Moderate Arousal

Arousal Example

Anger UNICEF is outraged at the latest killing of 32 children - under the age of 10 - confirmed by United Nations observers, and the wounding of hundreds more in the village of Houla, near Homs.

Sadness “I live in the slums, where thieves and burglars roam even in daylight,” says 19-year-old Randrianarivelo from Madagascar.

Interest Watch how joint efforts between the Saudi Fund for Development and Unicef Pakistan are reviving the education system in Pakistan's Swat Valley.

Youth Advocacy

Caroline was a child participant at the 2002 Children’s Forum. In this video interview, she tells us what it was like to be there.

GWA Event As aid agencies warn of a funding shortage for the crisis in the Sahel, actor and UNICEF UK Ambassador Ewan McGregor calls for more help for the…

Positivity Happy Cinco de Mayo! © UNICEF/NYHQ2011-1485/Friedman-Rudovsky

Empowerment Annour is on a crusade against cholera in Chad. Watch this and learn more!

Awe We’re bringing you to the Sahel, where these mothers and children are coping with the daily realities of malnutrition.

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Allocation of average Engagement on Emotions

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Average Engagement based on likes, shares and comments per post

Extreme negative Extreme positive Moderate Arousal

Classification of Content Types

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Text Video

Picture

Apps

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App Picture Text Video

Average Engagement based on likes, shares and comments per post

Allocation of average Engagement on Content Type

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Key findings •  The more emotional (extreme negative or extreme positive)

the post, the higher the likelihood to receive engagement •  Extreme positive content is more likely to receive

engagement than extreme negative content

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Key findings •  Pictures receive the highest engagement rates •  Text, apps and video receive a fairly equal engagement rate

–  Pictures with highly emotional messages are most likely to receive high engagement rates

–  Videos with moderate emotional messages are most likely to receive lowest engagement rates