When making purchasing decisions, consumers rely on emotions rather than information.
We think we make purchasing decisions rationally, but the fact is we make decisions emotionally. And, it has been scientifically proven.
According to a study, our decision making is 30% rational and 70% emotional.
We have two systems at work in our mind – Fast and Slow thinking
The 2002 Nobel Prize winner, Psychologist Daniel Kahneman, in his book Thinking, Fast And Slow, demonstrated how we have two systems working in our mind.
System one – Intuitive and Automatic
System two – Lazy and Calculative
The system one is fast thinking that relies on our gut instinct, emotions and unconscious decision-making, while system two is slow, conscious and rational thinking. System two often overrules system one by rationalizing it, and most of us believe we use system two while taking decisions, but we don’t.
The matter of fact is we use both the systems while thinking, but we tend to avoid slow thinking as much as possible relying more on our gut instincts, and this is the reason why emotions take over logic.
A content that comes with an emotional heading would immediately attract our attention. Similarly, emotional social media campaigns engage more customer attention. The emotional connect helps in bringing down loyalty and buying barriers, easing the decision to take action.
Using emotional connect in advertising is nothing new
Since the onset of advertising, brands have been appealing to emotions, and social media marketing has added to the appeal by provoking consumer’s emotions that trigger their subconscious reactions. Also, social media makes it easy to connect with the consumer on a one-on-one level making every consumer feel special and unique.
Your brand followers on social media are more prone to act positively towards purchasing
Consumers, who follow brands on social media, are more emotionally connected to them.
A lot of consumers feel that their purchases from companies they follow on social media brings joy and pleasure to their life as these brands proudly reflect their personal lifestyle.
Repetition works on social media
It’s a natural instinct; the more we hear about something, the more we start believing in it. Repetition helps the audience remember the brand and its related content.
By replaying an idea or campaign, it is implanted in the audience’s mind, and since it is familiarity and not logic that we rely on, repetition makes your brand familiar.
Logical appeal doesn’t work much on social media
Consumers use social media as a means of relaxation and don’t want to think too hard or make difficult decisions. They come on social media mostly to distract themselves from the nitty-gritty of life, and want to feel happy, hopeful & joyful. So, trying to connect with them on an emotional level works pretty well rather than appealing to their logical way of thinking.
Long-term loyalty works
People connect with a brand for some reasons. Either the brand adds value to them or offers a unique solution to their problem.
Knowing the audience and what they identify with allows brands to build a loyal customer base, which can further be leveraged to create long-term loyalty towards the brand.
Keep the emotions in check
Overusing emotional hook makes it passé. Using emotional appeal works really well, but too much of anything becomes irritating, and the same goes with emotions. We can wear our customers out if we do too much of emotional tugging. There has to be a balance of emotion and ideally, any social media campaign should register in the following four emotional areas, using the fourth with utmost care.
Happy – Consumers want to feel happy about their purchase and you need to tap into the happy factor.
Sad – The bittersweet feeling is powerful and advertisers have been using sadvertising for decades to develop trust in a brand.
Fear – Fear motivates more customers than their pleasures, and campaigns that dispel their fear can hit the right notes.
Anger – One of the strongest emotions, anger has the power to move people to action. Since it carries a universal appeal, it can directly improve association between a consumer and a brand.
When used at its best, these emotions can be a hit with audiences, but what most consumers look for are emotions that make them feel happy and hopeful.
If you still aren’t tapping on emotional appeal to connect with your customers on social media, start today.