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The overall asset of engagement is made of emotions, so if you want to evoke emotions – don’t be scared to push the envelope and be creative. Things that relate to positive emotions are being sincere, honest, showing warm messaging with witty copies and images, footage of animals, depictions of sports and activities. Even more than this – talking about relevant topics and communicating that we as a brand stand against discrimination and racism to contribute to the cause in this way. Showing a variety of race and cultural diversity is the key.
The biggest takeaway for Black Lives Matter and COVID-19 posts is that they can be more impactful than emotional and supporting posts for brands.
Think about meaningful ways to address the crises in a less generic way and more humble, human, and relatable way to your audience. Emotional images can often be less personally relevant due to the use of generic photos, motivational quotes, etc. On the other hand, seasonal and tactical posts perform the worst in terms of emotions – they are the least innovative and most branded content encountered on social media. However, Seasonal and tactical offers are the easiest to understand, and Tactical posts have the long retention power explaining the rules of a giveaway or course of action that needs to take place.