Have you ever wondered what makes people share contents on the Internet? How do some images, articles or videos get so many shares, while others seem to never have a chance?
Well, the answer to these questions is EMOTION. Emotion is a powerful trigger which is used by many advertising agencies out there. And this powerful tool can be used in Content Marketing.
Emotions do not only affect what we share but also our buying decisions, including what we choose to buy.
Contrary to what many of us may believe, buying decisions are in fact 80% emotional and 20% logic based.
Above all these, we need to ask ourselves: which are the emotions that truly influence how we react to content or products? Which emotions should we try to inspire with our audience?
Here are the emotions in content marketing that inspire the most reactions in form of shares and even sales:
Everyone likes to be happy. Do you?
All of us have things that can make us happy. What makes us happy can change fast, depending on the current situation we are in. We all feel happy (and excited) when we experience something for the first time, don’t we? But when you try to reproduce the same kind of feeling by retracing your steps from the first experience, it simply does not work to the same extent.
It can be simple things like the first time going on a hike. For the second or third time we will probably only feel normal. It’s just like every parent can speak of the joy of the first time he/she saw his/her baby smiles or speaks.
But this kind of happiness is not reproducible. And as a marketer, you have to come up with new ideas to inspire happiness for your audience all the time.
In the link above, it shows that emotions laughter, amusement, and joy can all be added up as happiness. This is the emotion that a lot of viral content in social media plays around with. Do you understand now why all that animal contents on Facebook get so many shares and likes?
Happiness is on the positive side of the spectrum, while fear is on the other. Fear is another very powerful emotion. Fear can lead people to extraordinary feats. Fear will give strength where you did not expect any. And it can certainly inspire an action.
Honestly, we try to avoid using anger as a trigger to what we post, share or comment on social media. Anger as the source for a statement usually leads to a lot of misunderstandings and nothing productive. But it’s sure the one emotion that often makes our fingers itch to blast away.
And sometimes it even inspires an article in response to something we’ve heard or read and deemed totally wrong.
We have all seen anger as a powerful emotional trigger in the past years, such as elections in the US, terror all around the world and the various reactions to it. These posts on Facebook that inspire tons of anger, usually get a high number of shares, comments and likes or dislikes. And that power is used by a lot of people to manipulate the crowd.
While many marketers shy away from using sadness in their marketing message, it still can be a very powerful emotion. It is the emotion charity organizations use when they show you videos of pitiful dogs or children starving and playing in the dirt or videos of environmental problems.
We’re sure we all have seen some of the images or videos and thought ooh, where can I give some money to help this course. Good charity websites use emotions to make you act and help while illegitimate ones play with your emotions and con your money.
We’re sure you have been a victim of one of these clickbait headlines “You will never guess what happened after…” We all have. They work because they trigger our curiosity. We see the headline or some teaser text that leaves us with a feeling “What the hell?” and that makes us at least click to satisfy our curiosity.
Surprise is one of the emotions that work really well in a headline. Often a headline makes a claim that we did not expect, and then again curiosity kicks in and makes us click. Surprise works well to catch attention. “Wait? What?”
Final Words on Emotions in Content Marketing: to figure out what kind of content inspires the right emotions with your audience, you have to listen carefully and analyze their reaction to everything you do. What headlines get a lot of shares, what gets clicks? What kind of content gets comments. And what can you do to inspire more reactions from your audience?
Start testing and let us know if it works for you!