Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
Dramatic
LITTLE (OR NO) DISTRESS
Pranks
Victory
Suspense
Exhilaration
LIBERATION
Vibrant
Far less serious than the content that typifies themes of fortitude, excitement is embodied in entertaining forms of content also lasting at least two minutes. As shown in Appendix A, entertainment has an indirect impact on social media influence (SMI). But it only impacts SMI to the degree that entertaining content provides a platform for inspiration, which in turn drives SMI. Notice from the video examples shown above that high quality entertaining content is typically reserved for large brands with sizeable budgets. This is not to say that short-form videos viewed on TikTok, Instagram Reels, or YouTube Shorts cannot garner millions of views from low budget provocative content. But a growing body of research suggests this hedonic value may be short-lived. Instead, audiences seek content that inspires action. Entertainment is just one route to get there. A more effective route is through storytelling embodied in themes of fortitude and tenderness. The combined effects of storytelling on social media influence are 3.6 times higher than that of entertainment.
Liberation is a low intensity emotional sensation often absent of any tension triggers. As shown in the videos below, its manifestation includes both physical and emotional sensations. And it could be
Physical
Pampered Indulgence
Letting Loose
Mesmerizing
Defiance
Emotional
facilitated as a continuous state of serenity as well as a release mechanism for pent-up tension (i.e., blow-outs leading to chill-outs). Videos embodying themes of liberation typically average under one minute. Many are TV commercials recast on YouTube. Engagement in the form of comments is the lowest among the four manifested feelings given the more personal and momentary experiences associated with this sensation.
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