What is emotional branding and how you can do this on digital channels

Even in this technological age that is driven by digital marketing, we remain emotional beings who are, more often than not, inclined to make a purchase if the advertiser taps into our very ‘human’ emotions.  

As sophisticated online consumers, we connect more with a brand that speaks to us personally, in other words emotional branding that ‘speaks’ to a consumer’s heart is far more likely to be a success.  

It’s a fact that if your brand uses feelings or portrays human emotion when marketing on digital channels you can achieve great success for your business and will dramatically boost brand awareness?  

Digital marketing is continually evolving and becoming more competitive as it does, so to get a sound understanding of how emotional branding is used via digital channels, it’s beneficial to complete a digital marketing course.  Once you do – you’ll be on your way to building a digital marketing campaign that will be a great success.

Understanding digital channels 

Knowing the difference between the digital channels is key to understanding what type of emotional branding will suit that particular platform.  For example, there’s not much point in marketing your professional career history on Facebook or Twitter.

To get the most of out of your digital marketing campaign on social media let’s take a closer look at the most popular digital channels.

  • Instagram – Instagram is considered to be one of the fastest growing social media – having one billion active users.  This digital channel is an image or video based platform, which is great for emotional branding through eye-catching images or videos. 
  • Facebook – Being one of the most popular social media platforms their active users continues to increase.   Facebook offers powerful targeting tools which means you’re able to emotionally target a particular audience.
  • Twitter – Although this digital channel has the capability for much less characters than other social media platforms, it’s a quick and relatively easy way to grab a users’ attention with an emotional image or video.  The good news – Twitter has recently increased its character limit per Tweet to 280 characters.
  • LinkedIn – With a whopping 250 million users, LinkedIn is a brilliant business and professional based social media platform, which is solely based on career advancement and networking.
  • Pinterest – If you want to get stuck into emotional branding then Pinterest is the place to post as their user base is 80% female.

Why emotional branding gets people involved

Digital channels remain the most popular forms of marketing specifically social media marketing and once you’ve mastered the art of emotional branding, your brand awareness is off to a great start!  If done right, emotionally charging your audience is one of the fastest, and most cost effective ways of connecting with your audience, which means potential customers.  

Stirring up emotion is a sure-fire way to get your viewers to buy and share your posts.  In fact, it wouldn’t be unreasonable to say that today’s consumers want a ‘relationship’ with the brand they choose.

It’s more important than ever before for brands to not only focus on attracting more traffic, increasing conversion rates or impressions – it’s time to add emotional appeal.

How is emotion used in advertising?

No doubt that you’ve head the saying – we’re all human – well this saying most definitely applies to digital marketing.  With more people making use of the internet more often it’s essential that brands make use of emotion to improve their online presence.  

With consumers, it comes down to more than just buying a product or service, it’s about how that purchase makes you feel.  Digital marketing must include a core emotion, such as happiness, sadness, fulfilment or anger. Consumers need a personal touch when it comes to engaging with digital channel posts.

Emotional benefits for the consumer

Ultimately, online consumers active on digital channels want emotional benefits too from their purchase – they want their purchase to feel good.  

A good tip for creating an emotionally charged post on digital channels is to always take a look at what type of emotions your competitors are creating with their posts.  It’s a proven fact that people react more to high quality images and engaging videos than text. Always connect the feeling you’re trying to get across with an image. Undertaking a consumer survey is also a good way of gauging your audience’s sentiment.