Have you ever watched an advert that made you tear up? Or engage with a video that made you feel overjoyed? Or similarly, read an article that made you feel angry?
We remember these experiences. They stay with us – often our entire lives – which highlights the importance of the use of emotion in content creation.
In this article, we’re going to talk about why brands should never be afraid to show emotion in their content creation.
If your content has been a little stale lately and lacking in engagement, then this is the article for you.
Why is emotion so powerful in marketing?
According to Gerald Zaltman of Harvard University, 95% of all purchasing decisions are subconscious, driven by emotion.
That is a staggering number!
As consumers, we all like to think that we are somehow impervious to subliminal messaging and that we are completely impossible to influence, but that is simply not the case.
Quality marketing works and the very best campaigns leverage human emotion.
Take the John Lewis Christmas adverts as the perfect example: these shorts are packed with emotion and take audiences on a roller coaster ride, with highs and lows that render us awe-struck.
When brands encourage their audiences to feel certain emotions, it creates a very powerful connection.
Of course, you need to be careful of which emotions you evoke. If you are frequently making your audience cry without providing any warm and fuzzy resolution at the end, then they’re only going to take away negative feelings.
On the other hand, when positive emotions are evoked in ads, it can help build a close connection of trust. In fact, according to one study, adverts that have an above-average emotional response can increase sales by upwards of 23%.
The Four Emotions in Marketing
There are four very powerful emotions used in marketing, each eliciting a different response:
- Sadness: sadness triggers empathy and empathy can lead to donations. This is why adverts for charitable organizations are often very upsetting.
- Happiness: good news travels fast and as much as we like seeing the occasional video of someone accidently falling into a water fountain, positivity is so much more powerful. Of course, when we’re happy, we like to buy things!
- Fear: fear is a strong motivator in marketing, particularly the fear of missing out! Adverts that aggravate audiences’ pain points are highly effective – especially when presented with viable solutions.
- Anger: anger is a strange one in marketing, because you typically associate with being negative – but that’s not always the case. Sometimes anger can inspire us to take important action – especially about climate or environmental related issues.
Conclusion: People buy from people
People buy from people and when you use emotion well in your content creation, you humanise your brand. It’s important to connect with your audience in a genuine way and demonstrate that you are more than just a brand – but a business run by people.
If you are struggling with your content creation but would love to grow your brand, attract and resonate with a larger audience, and ultimately start making more revenue through your website, then we recommend hiring professional SEO services to help with your digital marketing.
There are SEO experts on the Gold Coast with hundreds of case studies with recognised brands that demonstrate their previous successes. If you are ready to take your marketing to the next level, they could be worth a look.
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