Points you should consider when creating Content with Emotional Engagement.
Emotional Engagement is a key marketing trend for 2019. Research reveals people tend to let emotions guide evaluation of a brand rather than facts and figures. By taking a look at what you are able to offer your customers emotionally you can create content they are more likely to remember.
What your customer wants from you determines what emotion you should aim for. So making sure you know who you are talking to is vital. The more meaningful you can make your content the more likely it will be shared to a larger audience.
There are 4 basic emotional states:
- Happy makes us share content because we care about it more. We particularly respond to content containing animals, friendship and inspiring stories.
- Being sad moves us and invokes empathy. We are more likely to respond by giving but are less like to share content.
- Fear can be used to make customers believe that your brand is the safe option for them and encourage loyalty if they then feel cared about.
- Anger inspires us to share content that provokes us to want to make a change. It is the emotion most likely to lead to viral content.
The presentation of your content should also address emotions. We’ve taken a look at the use of colour psychology in a previous blog piece and we have also explored the importance of images and how most information we take in is visual. Look at how the use of emoji’s has exploded into everyday life.
Don’t forget to analyse your content so you will know if you’ve tapped into the right emotion. Track what is getting shared on social media particularly if a post goes viral.