Driving engagement through Emotional Quotient

Purab Vora from Beeing Social shares his two bits on what kind of a role emotional quotient plays in digital marketing. 

Are you a reality show fan? Do you follow someone influential? You might not be an avid commentator on social media, but how many times have you felt compelled to voice your opinion about the show or person you follow?

For ex., when Donald Trump tweets something, even if it is something as incoherent as the infamous “covfefe” tweet, it garners hundreds of retweets and comments. The reason for it is not the popularity or the status Donald Trump holds, but the emotional connect he established with people. Love him or hate him, but there’s no ignoring him.

Similarly, whenever an influential person or famous shows post an emotional message, it resonates with thousands of people, either in a positive or a negative way, which compels them to be vocal on social media. That is the power of emotional proposition in a social media strategy.

   Here’s how you can use emotional proposition to drive engagement and increase followers on your platform.

1. Know your audience and tap into their online behavior. Understand what might appeal to them on an emotional level.

Ex., Renowned mattress brand Sleepyhead, utilized World Sleep Day campaign to talk about the different relatable situations where people tend to feel sleepy. It was a well received campaign that created lots of engagement on Facebook.

  2. Your content should not always talk about your brand directly. There should also be posts that talk about the emotional proposition associated with your product or brand.

Also Read: Role of Data Science in Marketing Campaigns

 3. Find out your loyal followers as they are your biggest brand advocates. Connect with them emotionally by responding to their comments or messages in a personalized fashion. Famous Olive Oil brand RS Olive Oil’s Middle East Facebook page regularly engages with it’s followers in their native language i.e., Arabic

4. Get feedback from your followers. It is very important that your audience knows that they are being heard and that their opinion matters to you. Ask them what they would like to know from you. Create feedback driven content.

All these steps will eventually lead to a lot of relevant engagement on your platform and also help in creating goodwill in the online community. Make your social media platform, a two-way communication station and viola, you just cranked up a notch than your competitors!