A new Study published in The Journal of Digital & Social Media Marketing proves that using Emotional Content drastically improves Social Media Conversion for companies.
“This is the first study of its kind. The findings represent a huge opportunity for brands to improve their social media marketing. Using more emotional content can lead to companies saving millions in advertising,” explained Jonathan Buffard, author of the study. “If you’ve been struggling to connect with your audience on social media or are having trouble turning a positive ROI on your brand’s social campaigns, it might be because you are not using enough emotion.”
The study brought to light several important discoveries. Emotional content was only shown to affect an audience if they were native speakers of the language used. In addition, emotional messaging was 26% more effective for older audiences, and 12% for women. Proving that the amount of conversion uplift also depends on demographic characteristics. Depending on what audience a brand is trying to reach, the use of emotion can mean the difference between success and failure.
About the authors: The study was authored by Jonathan Buffard, a Digital Marketing Consultant with 15 years of experience in the field, and Dr. Angeliki Papasava, an academic and PHD in Management. The authors are available for comments and interviews.
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