Module 3: Enhancing Touchpoints with Contagious Content and Conversation Unit 1: Stimulating Community Interest, Excitement, and Interaction
perspectives, share emotional experiences, or answer questions. Fueling debate is the most common technique for stirring engagement, especially with controversial content that provokes opposing views. When framed as unsettled issues, audiences may provide counterarguments, alternative viewpoints, or depth-adding anecdotes. Content can also leave multiple sides open-ended (asking "who/which is best?" or "what's the right way?"). Asking viewers to share personal or success stories effectively generates commentary when topics evoke deep emotions. This works best when audiences are prompted to add photos or a few words—asking for lengthy responses is rarely effective. Instead of "What great moments do you recall with your mom?" try "What two words describe your favorite moment with your mom?" Posing questions signals that brands seek community input while framing discussion context. This can be explicit (like "Which of 8 Archetypes Do You Fit?") or implicit (like the
"Dumb Ways to Die" campaign that garnered 206K comments from audience inputs on other ways to die).
IMMEDIATE RESPONSIVENESS
While no research directly correlates responsiveness to engagement, performance metrics suggest that avoiding social media interaction takes its toll. Ask any influencer what happens when they abandon posting for weeks—audiences may perceive absence as lack of community interest and empathy.
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