With over a billion on social networks, consumers choose who to hear and who to ignore. A growing body of research is supporting the need for content to strike an emotional chord if it’s to go viral. With the alarming levels of content hitting the internet, it is clear that content marketers must find a way to distinguish themselves by emotionally amplifying their content. This will likely shift the bulk of content formats from one of instruction and information to one of entertainment and inspiration.
To be effective, brands and small firms have to show their true colors while surprising us with playful content, awe inspiring imagery, sentimental pleas or passionate performances. Add stories of generosity or triumph; and you may find the key to establishing emotional connections that get your content to go viral.
Marketers with the most social clout are often known for their inspiration appeal. You have to be able to drive conversations that literally spark a movement. One way to do this is to educate them. Our research showed no direct influence between entertainment and social influence, but it did show an indirect influence through inspirational motivation.
The suggestion here is to dress up your content with humor and visual storytelling as a way to inspire your audience.
Why is this important? Imagine a buyer in total control of the sales process (i.e. inbound marketing). Most of the buyer journey is done digitally, and 60% of the cycle is complete before they contact sales. With over 850 million websites equipped for blogging, everyone wants the buyer’s attention.
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Working in advertising throughout my life has led me down this path. My team makes brands stand out and helps companies move the needle on the bottom line.