We liked WiredUK’s presentation so much at the Cannes Lions Festival, we decided to run their content through our platform to try and understand how they win people’s favor and attention. We ran this video from WiredUK through our platform to measure their winning formula for joy.
High Levels of Joy
Using our emotion-coding software (still in beta), we were able to see what people were feeling while they watched the video. People’s facial expressions, captured through their webcams, were translated to emotional responses through our algorithm. We found a lot of joy -- people liked the video.
As you can see, discounting ‘Negative,’ ‘Joy’ was the dominant emotion throughout the video. We discount negativity because these results are still being more clearly delineated in our beta, and a generally negative facial expressions might indicate anything from tension to confusion.
We then analyzed the peaks of joy to find out what, specifically, people liked. Joy peaked at 26 seconds, 34 seconds, 1:05, 2:05, 2:11, and 2:24. Let’s dive deeper into what was going on in the video at these times, to see if we can figure out what was driving the positivity.
Birdseye Title Scene
At 26 seconds, the title is displayed over a massive cityscape with lots of skyscrapers. The joy in this moment indicates a lot of positive anticipation at learning more about the topic.
High-powered Visual Stimulus
The next peak is a very visually-stimulating image of a man in a colorful shirt welding a tiny electronic device behind a motorcycle. The joy here reveals pleasure in viewing the image; in this frame, sparks light up his face like tiny fireworks might.
Sprinkle of Chinese Language
A woman speaking Chinese shows the camera the “smart home of 2030,” which elicits the same kind of traveler’s joy in experiencing a new culture.
Toy Car Transforms into a Robot
A remote-control car transforming into a robot is a technical feat, which accounts for the joy at 2:05.
And showing the narrator’s face increases joy in the next few seconds:
Confidence and Joy are Contagious
A recurring face, the Chinese man with a Star of David necklace, reappears, smiling boldly and confidently, while he waves a cigar around. This man’s confidence and joy reach the viewers and make them joyful.
This is the highest peak of joy during the entire video. There is another (bonus) peak at the end, when the premier date is shown:
The viewers’ joy at the reveal of when and where they can watch the full documentary indicates a high share potential and a good likelihood of watching the movie. This is not surprising, given the numerous peaks of joy throughout the trailer. Go Wired!
Takeaways: How to Increase Joy in Your Content
1. Make your titles appealing, both visually and textually
Wired’s title was both interesting, given people’s familiarity with Silicon Valley but not the ‘Silicon Valley of Hardware,’ and visually stimulating, shot over a birdseye view of Shenzhen.
2. Show many high-powered visuals throughout
The man in the colorful shirt welding is just one example of many good visuals throughout the video. These types of visuals garner lots of joy.
3. Sprinkle in some of the unfamiliar
The ‘other’ may be threatening in large quantities, but sprinkling the unfamiliar sporadically through your content makes it more interesting to the viewer. Whether this is another language, an unknown place, or an odd image, sprinkling the ‘other’ throughout your content is a cherry on top sure to bring a smile to your viewer’s face.
4. Show joyful, confident people being joyful and confident
Emotions, like yawning, are contagious. Showing joyful people will increase the positive emotional response to your content, which makes it more enjoyable, relatable, and shareable to your viewers.
Sign up for free to run your first study on your video, and let us help you spread the joy!