- On July 31, 2018
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How to enable emotions in social media audiences
Just like in a romantic relationship, where empathy, belongingness, and solidarity foster the famous Cupid struck, a very similar thing happens between a consumer and the brand they connect with.
If it’s a long-lasting relationship, a commitment is made and the marketing-related engagement emerges. That is, the loyalty that a customer develops towards a brand.
A brand can achieve this loyalty by putting different actions into practice for its audience, making strategic use of the different social media platforms such as Facebook, Twitter, Instagram, etc.
It is an emotional connection and the company must know the right people it wants to inspire love in. As a brand, you should define the target or the consumers you believe would need you to satisfy a specific need or to solve a given problem.
According to the Hootsuite blog, the following motivations lead the audience to interact with online content:
- A study conducted by The New York Times revealed that more than 90 % of users share content to contribute to the quality of life of their followers. There are many examples of this, like the recipe for a special smoothie that offers multiple benefits to your body.
- More than 50 % of the study participants expect admiration from their audience. In other words, they search for ideas or elements that help them to showcase their personality and their way to understand the world in an attempt to create a personal brand in social media.
For instance, an animals advocate who constantly shares PETA reports reflects a specific part of them so others can see it through their profiles. Brands should know who their potential customers are so they can share their content with the right people.
- People use social networks to get to know others and socialize with other people. Most of them want to feel as if they were still close to their friends in spite of the distance between them. This is closely related to the so-called belongingness, a very common emotional need.
- Not only do content creators want to be respected for what they share on social media, but they also feel better if their content generates a positive impact and is reposted by their friends. This feedback gives them a certain feeling of power and makes them feel listened. This is like a personal achievement in social networks.
- More than 80 percent of the study participants share humanitarian content to support NGOs that can benefit them or their social media followers.
It is mostly online where the participants have meaningful interactions and conversations about the brand by sharing reviews and talking about their experiences with it.
In fact, these comments are more reliable than traditional advertising metrics because there are observations and reviews made by regular people who are not profiting from it. They do it with a collaborative purpose. They have that feeling of belongingness that allows them to share the same concerns or needs.
From this perspective, a brand can find a lot of value from this feedback, as long as it constantly monitors the metrics and interacts with the audience, clarifying doubts or making valuable comments. By doing so, social media conversations can be very useful to identify some of the strengths and weaknesses of a company.
The power of positivism as a tool that drives emotionality
The interaction must be optimistic and motivating if the brand wants to make a favorable impact. Sharing positive stories about customers, making use of a good sense of humor, creating some competitions for participants, among other actions, can help successfully fuel the conversation between customers.
Thus, the strategy will be causing a multiplier effect to attract new followers and to create more awareness about the brand and its products. This is the best publicity that a marketing team can have due to the direct contact with the consumer, who will feel privileged by having direct answers from the brand they love to follow.
Conversations that drive engagement
Starting a conversation can be done with subtle but direct questions. What did you think about our new product? What would you change or what would you add to it?
It may seem a bit risky to start this way given that dissatisfied consumers may show up. But in the long run, a lot of valuable information will be gained. The feedback can be controlled until the conversation takes a positive turn. They will get hooked and will be expecting future interactions with the brand.