Remember the last viral video you watched on YouTube? Chances are, it made you laugh, cry, or get goosebumps. That’s because people are more likely to share content that creates a strong emotional response. In a world of information overload, creating content that resonates emotionally is key to breaking through and getting your message heard. Creating emotionally powerful content not only helps you get consumer’s attention; it also helps you to get them to act once you have it. After all, people make decisions (about, among other things, when and how to spend money) based on how a product makes them feel. That’s why it pays to create content that speaks to the heart rather than the head.
Tips for Crafting Ultra-Shareable Emotional Content
- Keep it positive. Researchers have discovered that people are more likely to share content that promotes happiness. This, then, is the scientific secret behind the proliferation of cat videos on the internet. Use the principle of positive content to your advantage: include images of a tropical paradise, a gooey cheeseburger, and, yes, maybe even a fluffy kitten, to up the happiness factor of your content.
- Use other people’s emotions to influence your client’s emotions. The human face is capable of expressing far more emotions in a much quicker way than 100 words of text ever could. If you want to associate your brand with the emotions “surprised satisfaction” and “mischievous delight”, the right images of faces can convey this to your users quickly and efficiently. You’ll get the added bonus of the mirror neuron effect, which helps your users to feel the emotions of the people they are viewing. This can be a valuable tool in directing consumer behavior.
- Shock them a little. Along with positive content, there is perhaps no better way to break through information overload than to surprise your audience. Whether you use a video with a shocking ending or you use social media to announce an unexpected giveaway, harnessing the power of surprise gives you the advantage of novelty and makes your content much more likely to be shared.
- Go ahead and sweat the small stuff. When you’re creating visual content, the smallest details have the power to make a major emotional impact. The color red, for example, has been shown to increase the heart rate. So splashing your spa’s visual content with red when you want your customers to associate your brand with serenity may be confusing and counterproductive.
You might feel a little silly putting a kitten in your blog post. We’ll admit that we did. But remember that an important part of the way that people process emotion is by sharing it with others, either in person or on social media. So that kitten might just have the power to turn your content viral. Turn the Page Online Marketing can help you connect with your audience on a deeper (and more effective) level. Call (816) 527-8371 to talk to one of our online marketing experts today.