What's the secret behind posts that have a large number of engagements? Boosting posts can undoubtedly help increase engagement, but engaging posts still stand out for some other characteristics.
These are creative engagement posts that provoke positive or negative emotions in the reader, which is why they encourage the audience to like, comment, share, sign up, and do other activities.
Emotions: the secret of effective social media marketing
The audience is flooded with content at the speed of light. To draw their attention to your content, try creating engagement posts that provoke joy, love, sympathy, disgust, anger, sadness, or any other emotion. The use of emotion in marketing today proves particularly effective in running social networks, focusing on the Facebook and Instagram platforms.
A good brand engagement using emotion-provoking posts
You may be wondering - "How can I bring emotions into the posts of my company, but by also keeping a tone of voice that is professional? Professionalism can also be successfully communicated by adding emotions to marketing material. What benefits do you as a brand get from it?
Posts that hit a user's emotion are more likely to go viral, shared, and with many engagements, without much investment in advertising campaigns.
Increasing web traffic is another benefit for your brand. Blogs, visuals, and videos that stimulate excitement and interest will increase traffic to your website as well as brand awareness.
Practical tips for adding emotion to your content
Next, we'll suggest all the ways you can create attractive posts for social networks that will increase the reach and engagement of your posts, alone or in collaboration with specialists such as a digital marketing agency.
1. Investigate what the audience reacts to the most
When creating content for your website, social networks, or newsletters, the most important thing is to understand your target audience. Clearly defining your target audience will help you understand the emotions you want to arouse in them. Then explore what kind of posts your audience reacts to the most - a carousel, an infographic, a video, or a plain static visual containing an inspirational quote.
A social media manager who creates a social media post plan for a financial sector company should create posts that emphasize security, trust, and integrity. In contrast, the car company should create content that displays status, adventure, or adrenaline. If it is a health portal - content showing safety, health and reliability should be created. Depending on the content you post, and the people you target, the emotions around the product or service should be tailored to your brand.
2. Create a compelling visual title
The first thing the audience sees is the headline of your post. So please pay special attention to it! Headline visuals are a trigger for evoking emotions and engagement. Use strong words that have proven very useful in psychology. For example, Hubspot listed the strong words they sell, and some of them include you, value, that's not all, imagine, see, show, because, opportunity, result, exclusive, safe... Greater engagement is possible if you insert some sales words into the headline visual that will evoke emotion.
3. Focus on positive emotions
While both positive and negative emotions affect engagement, you should create posts that evoke positive emotions such as acceptance, joy, love, fun, enthusiasm, humour, motivation, passion, or satisfaction. Just remember what kind of photos are circulating the most on the internet. Memes! Images and videos that have a humorous note achieve great engagement. Humour is not the only motive by which memes gain popularity. Surprise is an emotion that, along with humor, plays a crucial role in making an audience share some content.
4. Provoke emotions depending on the platform on which you communicate!
When creating engagement posts, think about which platform you are addressing the audience on. It'll help you achieve the goal of your engagement publication more efficiently. If you’re advertising on Instagram and Facebook, feel free to use memes and funny messages, but think about who you are and what tone of voice you want to use. On the LinkedIn platform, focus on provoking emotions such as curiosity, enthusiasm, satisfaction, pride.
Contact a digital agency if you’re still unsure how to introduce emotion-enhancing content to your audience.