Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
performing social media videos start with a struggle to overcome obstacles leading to an uplifting ending. Hope is felt during this transition. This especially applies to the emotions manifested in feelings of fortitude and tenderness discussed earlier. In general, studies show that sadness has the highest potential for engagement, while
“Let’s talk about the look so we could see beyond it”
“The show must go on”
“First impressions aren't always right. Take a moment to see what really matters to you.”
“No one is too small to make a change”
inspirational or virtuous advice while others entail moments of reflection (e.g., count your blessings) or questions to ponder (e.g., what is your contribution?). Slogans encouraging conversations or inspiring action especially stir emotions as reflected in likes and comments.
Fear
Anger
Anxiety
Guilt
Sadness
Embarrassment
anger has the least capacity for stirring emotions of hope. Suitability . A final consideration for making your emotional content effective is to ensure its suitability to your brand image and topics of the day. Moreover, brand distinction is especially reinforced when slogans match the viewed content. Some examples where brands effectively connected these dots are shown on the next page.
Optimism . Our own research revealed that
Relentless Pursuits
Daring Quests
emotional content that ends in a plea for help rarely invites high engagement. For audiences to share or comment on content, they expect to see glimmers of hope. This optimism is often reflected in the youthful persistence of children refusing to be denied. Negative Valence Emotions . Much like the argument that pessimistic endings rarely lead to high engagement, the same applies to optimism felt at the onset. The highest
TOPIC CURRENCY
SUITABILITY TO BUSINESS
To what degree does the content message reflect modern day struggles or cultural interests?
Does the overall impression and explicit messaging from the content reflect what audiences associate with the brand’s image?
SLOGAN/CONTENT CONNECTION
Does the concluding tagline or slogan match what the viewer observed and felt from the content?
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