Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Create Content With Emotional Resonance

Welcome to this week’s social media tip. Today I want you to think about how you can create emotional resonance through your content marketing.

The word “emotion” is a combination of the prefix e-, meaning “away,” and the Latin word movere, meaning “to move.” In this sense, emotions break us away from our standstills, moving us in new directions and prompting us to take action.

Numerous studies have found emotional arousal plays a key role in driving social sharing. In 2012, researchers Jonah Berger and Katherine Milkman published research based on an analysis of 7,000 articles from the New York Times to see which types of articles were most shared by email.

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The results indicate that virality is partially driven by physiological arousal.

“Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes low-arousal, or deactivating, emotions (e.g., sadness) is less viral.” — What Makes Online Content Viral?

The Harvard Business Review released research in 2016 which showed that creating a powerful emotional experience increases the chances of going viral. The research, based on an analysis by Frac.tl of the top 100 images of the year from imgur.com, as voted on Reddit.com, found:

  • A significant correlation between content views and positive feelings (specifically joy, interest, anticipation, and trust).
  • Negative emotions were less commonly found in highly viral content than positive emotions, but viral success was still possible when negative emotion also evoked anticipation and surprise.
  • The emotion of admiration was very commonly found in highly shared content, an unexpected result.
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Heatmap of the aggregate emotional data, representing the totals compiled (HBR)

One way to create emotional resonance is to tell a heartwarming story.

Effective stories inspire people by creating human connection and emotional resonance. In 2015, an article about a husband and wife celebrating 82 years of marriage, topped USA Today’s most shared content. Not only was the story uplifting and inspirational, but it also shared insights on reaching over 100 years of age (if you’re interested — the couple describes a healthy diet and frequent naps as the secret to growing old).

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Marie Yoland Eveillard speaks with her father Duranord Veillard, who will celebrate his 108th birthday on Saturday, and mother Jeanne Veillard, who turns 105 in May. The couple got married in Haiti in 1932. Tania Savayan/The Journal News

Once you understand how to strike the right emotional chords with your message, you can greatly increase your chance of getting your content widely shared.

Here’s to your social media success!

 

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