Steve Jurvetson at a TED talk. Photo by Flickr user @jurvetson, used under a Creative Commons License.
If you’re creating content, play on people’s emotions, said TED.com editor Emily McManus at a Future of Content roundtable earlier this month.
The TED site features videos of their conference speakers’ presentations. Over the years they have experimented with the video rating system and analyzed all the resulting data. Instead of the usual star rating system, users are given 14 descriptive adjectives to choose from, like fascinating, inspiring, unconvincing or courageous. Somewhat surprisingly, the least selected descriptor is informative. It’s the emotional responses that move people the most.
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