Emotionally resonant content isn’t exactly a new concept. It’s been around for decades and is used to build a connection with the viewer, listener, or reader.
Take the Always #LikeAGirl” campaign. In their popular campaign video, they asked children and adults how a girl runs, fights, and throws a ball. They then showed the stark differences in both of their answers and how internalized misogyny is something that is learned. This was one of the first women empowerment videos out there that made a lot of people feel angry, sad, and inspired to change the system.
Hear that? Emotions. That’s a key part of this type of content. It focuses on invoking any sort of emotion that is so relatable that it will force the receiver to take action: whether that’s buying, contacting, signing up, making a donation, etc. For Always, their goal was to educate and have a conversation shift which is exactly what they achieved. The campaign video went viral across the world with millions of people sharing it on Facebook, YouTube, and Twitter.
Other than Always, emotionally resonant content is also popularly used by P&G, Apple, Coca-Cola, Google and so many other big names which might explain their continuous success. So, if you’re looking to make a similar impact, we highly recommend using this type of content. Here’s a complete guide to help you get started.
The reason why so many brands that use emotionally resonant content are so successful is because they know exactly what their audience wants to see, hear, and listen to. This is not based on guesswork but they’ve actually taken the trouble to understand their audience on a personal level i.e. what they value, their fears, dreams, what they want to change, and what they wish was different. They do this by paying attention to what their customers share on social media or in online forums, conduct surveys, and interviews, make them fill out feedback forms, conduct polls, and more.
Remember, the more you know your audience, the better you’ll be able to create content that feels personal and relatable. So use as many sources to collect information.
Think about the problems or frustrations your audience is facing and make that the focus of your message in your content. People want to feel understood, so when they see that you “get” what they’re going through, they’re more likely to feel connected to your content and, by extension, your brand.
Make sure the language you’re using is simple and to the point. Do not use any technical terms or words that will need them to use a dictionary. You want to keep them engaged, not lost or overwhelmed with your content.
People can spot inauthenticity a mile away, and nothing makes someone tune out faster than feeling like they’re being “sold to” forcefully. So, whatever your brand stands for, let it shine through in your content. Share stories that feel real and relatable so people think, “Hey, that’s me!” or “I’ve been there.”
Do it in such a way that it invokes an emotion you’re trying to focus on, whatever that might be. Take the Always campaign, the content was focused on inspiring and having a conversation shift. You can create your content similarly in such a manner.
Humor can make your brand feel more approachable and less serious. I mean, think about it, wouldn't you prefer to subscribe to a brand that not only gets you but can also make you laugh?
Add statistics as well to add credibility. Just make sure any numbers you share are easy to understand.
Quotes are another great way to add a relatable touch. It doesn’t have to be anything over the top. You can just add a quote from a well-known figure or even from a satisfied customer.
What would you prefer? Looking at a fun video or image? Or reading long-lengthy text? Most people would go for the first option, and research backs this up. Studies show that the human brain processes visuals 60,000 times faster than text.
Visuals just add to your already amazing content. It helps persuade the reader, listener, or viewer to take the action you want.
Use real, relatable visuals that match the emotion of your content. Pay attention to lighting and colors. Softer tones can create a sense of calm, while bright, bold colors can bring excitement and energy.
Emotionally resonant and relatable content helps your audience see themselves in your brand, When done well, it makes them more likely to trust and engage with you.
Want to take your marketing to the next level? At Falconics, we’re leaders in ERM, specifically designed for B2B SaaS companies. As industry experts, we develop strategies that help you create deeper connections with your customers. Ready to see how? Contact us today.
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