Viral Report: A look behind the scenes of the Internet

Brands are likely to be more positive online: a report produced by GWI in conjunction with Imgur found that heavy social media users are particularly likely to seek out positive content.

Two-thirds of US social media users aged 16 and over surveyed said they seek out positive content, a figure that rises to 70% among millennials and 74% among those who use social media for at least three hours a day.

This may be a response to negative content, as half of all social media users surveyed agreed that they are inundated with negative online content, including 54% of Millennials.

In fact, social media users prefer to read, view or listen to entertaining and fun content rather than educational or news-related content. According to the findings, respondents were most likely to share fun content and least likely to share educational or political content.

Entertainment Brand Content Appeal

Likewise, social media users find appeal in entertaining content. About 61% of respondents said it is important for online brands’ content to be entertaining, slightly higher than online ads that are educational or informative (57%) or online brand content that is inspiring (55%).

Millennials (67%) are more likely to prefer branded entertainment content than others, preferring this type of content over inspirational content (60%) or educational and informational advertising (60%).

Overall, half of social media users surveyed said they were more likely to click on an ad if they were in a good mood, compared with 54% of millennials.

Recent research from Attest found that 57% of US consumers believe that humorous brand messages are currently the most appealing.

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