What do social media and emotions have in common? They both get people to connect, that’s what. It’s no wonder emotional advertising is prevalent not just on the internet, but also on other advertising platforms like TV commercials and billboards.
And yet, social media and emotional marketing seem like a match-made in heaven. In fact, businesses on Facebook have no shortage of it especially in their video ads.
But how can you apply emotions to generate local business leads?
Let’s take some lessons from a pioneer of some of the most successful ads of all-time—Coca-Cola. Coca-Cola’s 2017 campaign slogan says, “taste the feeling”. For years, Coca-Cola hasn’t been selling the taste of their products. Rather, they tap into the feeling you get when you’re drinking Coke. When you’re with your friends and you’re happy, you share a Coke with them. It’s almost like the taste of happiness is a bottle of Coke with your friends.
Emotional advertising works because everyone has feelings. It isn’t always about the product or the service. It’s the feeling you get when you have it.
Here are some ways you can play on emotions for your next Facebook advertising campaign:
Play on FOMO
FOMO is an abbreviation of the “fear of missing out”. It is an actual word that was added in the Oxford English Dictionary in 2013. People can be uncomfortable with the idea of missing out on an event or a joke because they don’t want to miss out on an experience.
In advertising, you can play on people’s FOMO to create hype. This tactic not only captures your audience’s attention, but also holds their interest. For example, you could present a limited offer on your ads and emphasize the need for people to avail it. People are more likely to respond to ads that compel them to act fast.
Play on Aspirations
Ads can motivate people. This is especially when you show them their sky-high dreams aren’t impossible to reach. Everyone has dreams. But some of us don’t feel compelled to try harder when things don’t go as planned.
You could use your brand’s ambitious rise to its current status. You can even show your audience how your brand can help them achieve their wildest dreams. If you can’t seem to make any connection between your audience’s aspirations and what you can offer, you can show them that your brand is built on supporting your target audience.
Play on Curiosity
Curiosity killed the cat, but satisfaction brought it back. When people are faced with questions that concern them, they’ll want to search for answers. The trick is to ask a captivating question, and let your audience know they can get answers when they click your CTA button.
For instance, Soylent, an American brand of meal replacement, used a question in one of their ads, asking what Soylent tastes like. They ended their pitch with a choice of either having the audience scour the internet for answers or letting them purchase for themselves. Finally, the CTA button says, “Shop Now”.
Similarly, HubSpot also used this tactic to ask how well their audiences rank for SEO, as a way of advertising their offers to improve the SEO of companies or entrepreneurs. Their CTA button says, “Learn More”.
Remember that using emotions for Facebook advertising works best if the tone fits your brand. The best thing about this strategy is that in the era of post-organic reach for businesses, emotional marketing can still create meaningful engagements. If you’re planning to use this strategy for your next Facebook paid advertising campaign, you can always consult a company specializing in Facebook advertising, and they’ll be happy to help.