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Google’s Abigail Posner explains why those screaming goat videos aren’t just a mindless distraction; they reflect a real human need to elevate the everyday, make connections, and exchange energy.
The “voyage of discovery is not in seeking new landscapes but in having new eyes.” In other words, humans aren’t necessarily attracted to the allure of the new, as much as we like to see things we’re already familiar with in a new way. Neuroscientists explain that synapses occur inside the brain when we’ve made a connection between various different things. In the language of the visual web, when we share a video or an image, we’re not just sharing the object, we’re also sharing in the emotional response it creates.
The stats tell us that we’re spending more and more time on the web creating, curating, and sharing visual content. These questions kicked off a new chapter in what we’re calling The Engagement Project.
The research showed us that far from distracting us from more serious things, these viral pictures, videos, and memes reconnect us to an essential part of ourselves.
Neuroscientists explain that synapses occur inside the brain when we’ve made a connection between various different things.


Uninhibited by linearity and stimulated by all the access to imagery, synaptic play takes hold and we’re free to indulge in a purer kind of creativity.
Psychoanalyst Donald Winnicott figured out that our first emotional action as babies is to respond to our mother’s smile with a smile of our own. This piece is part of an ongoing series called The Engagement Project—perspectives, insights, and ideas on how to connect with your consumers in the participation age.
We uploaded over half a million variations of Harlem Shake to YouTube in the past few months. This ongoing series shares insights, perspectives, and ideas on how brands can connect with consumers more deeply in the participation age. By seeing the miraculous in the mundane, we’re learning to fall in love with the world again, to laugh with it, and to be fascinated by it.
Nowhere else can we rediscover the fascination of our everyday world, spark synapses that unlock our creative potential, and amplify the joy we feel in a global exchange of energy. It could be as simple as taking a kitchen appliance and turning it into a science experiment or reminding people to capture just one second of their daily lives and compile a beautiful montage.


Chances are your fans are already mixing and mashing your brand with something seemingly unrelated.
And ultimately, what can brands learn from it to engage with their followers more meaningfully?
And even if we’re just watching these crazy creations, we are still celebrating and appreciating all this synaptic play, and it inspires us! Create content that reminds us of our own capacity for excitement, happiness, and vivacity so we want to share in it with others. These everyday moments are shot, displayed, and juxtaposed in a way that offers us a new perspective.



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