Influencer emotional fluctuations during livestreams may increase audience engagement but ultimately reduce sales, according to research from Queensland University of Technology published on July 6, 2026. The study, led by Ph.D. researcher Sichen Meng, analyzed over 12,900 product pitches and 80,600 observations across 1,308 livestream sessions.
Impact of Emotional Shifts on Engagement
The research identified six types of emotional transitions: positive to negative, negative to positive, positive to neutral, neutral to positive, neutral to negative, and negative to neutral. Meng stated, "We found that moderate changes in influencers' facial expressions increased likes and comments." This finding indicates that while emotional variability can attract viewer interaction, it may not translate to sales.
Frequent emotional shifts can lead to diminishing returns, as viewers may become distracted by the emotional changes rather than the products being sold. The detrimental effect on sales is particularly pronounced within the first three minutes following an emotional transition, where the audience's focus shifts away from the product.
Strategies for Influencers to Optimize Sales
To counteract the negative sales impact of emotional volatility, the study suggests several strategies for influencers:
