Just like emotional headlines influence people to read your article or blog, emotional social media posts have the power to get people to relate to your brand and make buying decisions. Emotional social media content taps into your audience’s psyche and influences their instinctive thinking.
A study conducted by Motista (a company that helps brands to connect with their audience emotionally using social media) showed that the customers who use social media are very closely connected on an emotional level to the brands they follow.
The study uncovered several facts about the buying habits and price sensitivity of social media followers compared to non-social media followers. In simple words, the result of the study indicated that people who follow your brand on social media are more likely to be emotionally connected to your product/service than those who don’t. The emotionally connected audience is likely to act positively to purchasing because of how they feel about your brand. So how do you make your customers connect with you on an emotional level on social media?
First Of All, Don’t Make Them Think Too Much.
When you are trying to connect with your audience emotionally, you mustn’t make them think too hard. You can’t appeal to their rational thinking. You can’t ask rhetorical questions. And you can’t influence them to make difficult decisions. You have to steer clear of content that delves into social, political or religious matters. Instead, help them to connect with you instinctively. Here’s an infographic by Go-Gulf that can interest you.
It shows audience reactions to different types of emotional content. While it’s true that some sad content can go viral, the thumb rule here is to avoid inducing negative emotions and focus on positive emotions.
Key takeaway: Avoid addressing your audience’s intellect. Just focus on inducing their positive emotions.
Repetition Is Important
Repetition helps people remember your content. Repetition helps you to tap into your audience’s psyche better and help you to influence them to make emotional decisions. This is true regardless of industry or niche. When the brain observes the same thing, the truer it seems.
By selecting a specific theme or concept for a social marketing campaign and repeating that across your social channels in unique ways, you can get the idea etched into the minds of your target customers.
Are You Addressing Needs Or Wants?
We marketers know the difference between needs and wants. But customers don’t always know the difference. The first phase in a customer’s buying journey is identifying a need. If they don’t feel they need your product/service, then what you’re offering would be useless to them. So, be clear about the needs and wants of your customers and plan your social content accordingly so that you can address the needs.
Not Every Customer Has To Know Everything about Your Brand
Sometimes, ignorance is good.
In an effort to be an “open book” to their customers, brands sometimes tell their audience too much. That does more harm than good. There will always be customers who want to know all about your brand. But not every customer is like that. And that ignorance of those customers can be beneficial for you. Usually, these customers have already bought or committed to buy something from you. They don’t want any information based on which they want to make their purchase decision.
At the end of the day, customers want to feel happy about their purchase and when you induce positive emotions in them, they feel that they were right in buying from you.
Using social media, you can make them feel happy about their purchase decision by telling them why they should purchase from you in the first place. This is where emotional content comes in.
July 8 , 2016
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