Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
Campaign Content Effectiveness
Emotional Content for Likeability Although creating authentic content starts the trust building process, “videos are the easiest way to grab the attention of your audience” (Forbes, 2023). As shown in Appendix A, emotional content follows a different path to social media influence than what we saw in Module 1 (Unit 1: Credible Content). The capacity of
31%
26%
16%
Emotional
Combined Rational
campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content. Based on data from the IPA (the UK-based Institute of Practitioners in Advertising), the study examined 1,400 case studies of successful advertising campaigns over the last three decades. This analysis compared the profitability boost of campaigns which relied primarily on emotional appeal vs. those which used rational persuasion and information. Video influences emotional dominance. No doubt, the accelerated rise in video consumption (estimated 65% - 82% of all internet traffic in 2023) impacted the attention given to emotional content. Even the best in audio storytelling or heartfelt blogs cannot reach the levels of emotional arousal attainable in videos.
emotional content to inspire action and arouse empathy is what drives consumers to follow your lead. Research shows that entertainment and visual storytelling especially contribute to this inspiration and consumer perceptions of empathy. Emotional content boosts bottom-line. The impact of emotional content on boosting the bottom-line performance of social media campaigns has been widely researched. One study found that
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