The science and art behind making content that catches fire on social media.

Emotional Resonance Drives Shares
Videos that evoke high-arousal emotions—joy, awe, excitement—get shared more. Positive emotionally-charged content sparks the strongest reactions.

Short-Form Video Dominance
Short videos are king—90% of consumers watch them daily. They outperform long formats in shares and engagement. Expect them to account for a majority of online content.

Platform-Specific Formats
Vertical videos for mobile users yield 90% higher completion rates. AI-generated and interactive (e.g. shoppable) videos personalize viewer experience.

Trending Techniques That Spark Engagement

Reaction-style content: Responding to viral trends or fails offers relatability and freshness.

Captions boost: Videos with clear, synced captions get 12% more shares—mute playback is common.

Emotional storytelling: Uplifting or surprising narratives work best. Think MrBeast-style spectacular hooks rooted in emotional payoff.

Real-World Insight from Cannes Lions
At Cannes 2025, brand leaders emphasized the power of entertainment in content. Duolingo’s mascot and MrBeast’s experiential spectacles show: entertain first, inform second.