American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Emotional content is 20% more likely to be shared than non-emotional content. True or False?

1. True

2. False

3. Depends on the topic

4. Only with specific audiences

The correct answer is: True

The assertion that emotional content is 20% more likely to be shared than non-emotional content is supported by extensive research in content marketing and social media dynamics. Emotional engagement is a powerful driver of sharing behavior; content that elicits emotions such as happiness, surprise, sadness, or anger is often more resonant with audiences. This resonance increases the likelihood that individuals will feel compelled to share the content with their networks, amplifying its reach. When content triggers an emotional response, it creates a sense of connection and relatability that can lead to higher levels of engagement. This phenomenon is rooted in the psychology of sharing, whereby people are motivated to share content that reflects their feelings or experiences, or that they believe will convey similar emotions to others. While it's important to recognize that factors such as relevance, context, and audience preferences also play a significant role in sharing behavior, the 20% increase cited showcases the clear advantage of emotional content in the landscape of content marketing. This makes the statement true, solidifying the understanding that emotional resonance is a critical element when creating shareable content.