Make Your Marketing Campaign Viral Using the Right Emotions
Marketing practices are in constant evolution. The interruptive traditional big red bold techniques are not as effective today as consumers are looking for a more authentic message. With trillions of ads shared online every year, how can your message stand out and make an impact?
It starts with an emotional engagement.
Purchases are not made on rational facts but are instead based on feelings. You could share all the high-quality benefits of your products and services, but if you do not talk directly to your customers’ specific needs and feelings, you won’t get the results you are expecting.
So customers want to FEEL. But what kind of feelings are they looking for?
Human emotions
Companies are now being expected to show their human side. Customers are looking for brands they feel aligned to and share similar values with. They want to give their support to businesses that make them feel good, that look like them, that understand their struggles.
Understanding your audience is then a key element. This starts by getting to know more deeply which problemes, struggles, doubts your audience faces as well as what they like, feel grateful for, what they are passionate about and find pride in.
Greater purpose
Since consumers aren’t basing their purchasing decisions purely on logical reasons, if you are trying to prove by A+B that your offer is the best, you will lose the interest of your audience. Focusing only on your products will appear too salesy which will hurt your credibility. Take a step away from your products and instead focus on the bigger picture.
Emotions are high when we feel part of a bigger movement… so what is the greater purpose of your company in the world? This is how you will deeply connect with people. Maybe your mission is to reduce waste and provide eco-friendly options? Your message can be then tight to environmental issues.
Make sure that your company positively supports the cause or this will backfire against you. This is why choosing a cause that is linked to your mission is the way to go.
Think of the ad from Always - “Like a girl”. The message isn’t about the product but about the bigger topic which is women empowerment. This type of content brings a whole lot of emotions and brings people together. It makes us want to share it because it supports our values.
Emotional rollercoaster
Think of your content as a rollercoaster. Start with anticipation, curiosity, and excitement. In today’s fast consuming society, if we don’t like the first seconds of something, we will just move on to the next best thing. This is where you need to hook them and have them to want more. Then share big, high emotions mixed with quick break times to keep everyone energized in the long run.
Joy & Complex Emotions
Not sure how to share your message and which emotions to highlight? Think of positive feelings like joy, happiness, and hope. Those feel-good emotions are highly desirable.
Now don’t limit yourself to only one emotion. Life is made of so many different feelings and taking your audience through that emotional journey will create a maximal effect. Don’t be scared to share contrasting emotions such as fear & joy, sadness & hope, etc.
Then finish it on a high note that is positive, hopeful, or motivating that will want them to share it with a friend. Because after all emotions and feelings are best shared!
Comfort & Trust
Two other important emotions you will want to include to convert your audience in paying customers are comfort and trust. We buy when we feel comfortable and when we perceive the company as trustworthy. Combining this to the general feel-good emotions of your message, and you will see greater results.
Recap
To make your content viral make sure to include the following:
Less facts, more emotions
Understand your audience, their values, their needs, their passions.
Focus on the greater purpose and big picture instead of your product
Hook your audience with curiosity, excitement, anticipation and take them on a rollercoaster
Leave them with a feel-good emotion, with joy, happiness, hope
Bring comfort and trust
Ready to share your content in a new exciting way? Let’s talk about it. Click here to schedule a Complimentary Brand Consultation.