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One important component that needs to be considered so that viral marketing can succeed is the use of the right content. Content in the form of images, videos, or infographics that are easy to remember and inspire people to follow will make the information on that content continue to spread, endemic and contagious, viral one person to another, In viral marketing success is also needed emotions because emotional relationships have a key impact on online data such as videos, images, and articles that will continue because the emotional appeal of content can affect consumers. The purpose of this study was to analyze how the role of emotions and content in viral marketing effectiveness. This research also contributes to this research, which is expected to close the gap of previous research with experimental studies.