• by Colin Kirkland , February 12, 2025

Brands may have an opportunity to foster loyalty and drive purchase behavior by sharing more positive content on their social-media accounts.

According to a new report by Upworthy -- a website that has been sharing positive stories and content since 2012 -- consumers are seeking out more content “that offers a respite from the divisiveness dominating social media and news platforms.”

“With a huge political divide and AI transforming the digital landscape, brands must navigate a surge of polarizing, negative content and misinformation,” the report suggests. “Brands that manage to engage audiences positively, and at scale, will gain a competitive edge.”

Utilizing data collected by market research consultancy Alter Agents, the report suggests that 76% of consumers are seeking out “feelgood” content now more than ever, 73% are tired of divisive or polarizing content, and 82% are likely to share heartwarming content, increasing organic reach and brand advocacy.

In general, 90% of respondents said they enjoy viewing uplifting content on social media, and 89% said they try to engage with positive content more often than negative content.

In addition, 86% of respondents said that they are more likely to purchase from brands that make them feel positive, while 83% said they support brands that foster community, and 81% are attracted to doing business with brands that build authentic connections with their customers.

Upworthy also said that content produced and distributed by its own platform increased purchase intent by 5.4x “compared to traditional brand content,” showing a 7.5% average increase across brand opinion, likelihood to recommend brand, and purchase intent compared to the control. 

“Brands committed to positive, purpose-driven messaging cultivate stronger trust with their audience and see significant boosts in key metrics,” Upworthy said, adding that the report showcases a growing trend in consumer behavior.

While platforms like Meta and X double down on political and divisive content, other social platforms like Snapchat and Pinterest have spent the past few years reintroducing themselves to the market by not only building out their ad business through the development of new ad tools and embracing an ethos of content positivity and non-competitive in-app connections.

In MediaPost's recent conversation with Pinterest Chief Content Officer Malik Ducard, the executive explained the company's “joy revolution,” a concept that relies on the idea that platforms and advertisers most optimized for “joy” will see the best business results.