The Rise of Emotional Marketing: What You Need to Know


Why do we now “love” Facebook posts instead of simply “liking” them? Why do we shop when we’re sad? A recent report reveals there are 27 distinct categories of human emotion within a semantic space, while emotional marketing peaks an all-new high. On average, a visitor who develops an emotional bond with a brand is 8 times more likely to become a customer.

The limbic system, otherwise known as ‘the emotional brain’, is accountable for human instinct and disposition with the most impact on purchasing decisions. Consumer behaviour is largely interdependent of emotion, whereby the average human processes a sensory input up to five times faster than the cognitive brain.

We react with emotion much faster than we do with rationality. In fact, Psychology Today reports that “a nationally advertised brand has power in the marketplace, because it creates an emotional connection to the customer“.

Here, we discuss four primary forms of emotional marketing, which you can utilize to build brand loyalty, amplify engagement and grow your audience.

1. The Art of Storytelling

Whether in the form of premium web content, a newsletter, press release, blog or video, storytelling is imperative.

Storytelling is undoubtedly, the core foundation for any successful ad. It’s what makes an audience scream, cry, laugh or just, smile.

Utilize a personalised piece of content to add personality to your brand, to share an experience and most importantly, to build an emotional connection between your brand and each viewer. Leading by example, Hong Kong Tatler unveil ‘Breitling Presents Sean Lee-Davis: What Makes a Man Stylish?‘, an interview well-suited to the publication’s target audience.

Through effective storytelling, an audience is enabled to feel as if they’re part of the same journey. Express who you are, what your company values and how you provide benefit through your product or service.

2. Short Film Meets Commercial

To meet the significant shift in audience behavior, commercials are fast employing targeted formats. Results? The stronger the emotion is, the greater the engagement will be and in turn, the higher the virality.

A popular example of this, is short film commercials. While the underlying purpose of these videos is to sell, a viewer is drawn to the visual journey – not the product.

Short film commercials engage wider audiences through storytelling. This newer form of video marketing heavily caters to human emotion, and it all depends on the genre you choose. For example, Princess Cruises unveil a provocative insight into travelling, which strongly appeals to one of the highest ‘video wise’ emotions: amusement. And the genre? Adventure.

3. Branding a Lifestyle

Perfectly written by Peter Noel Murray, “a brand is nothing more than a mental representation of a product in the consumer’s mind“.

If you own either Apple or Samsung, you’re most likely to identify as a separate user. Why? Each brand sells you more than a product – they sell you a lifestyle.

If a viewer can envision interacting with your products, they can envision living the same lifestyle that you advertise. How? Personality, which brings us to…

4. Product as Personality

As Forbes explain, “authenticity is crucial to continued loyalty from fickle audiences“. When you simply add a face to a brand, share stories or document your latest news and events, you’re bound to attain higher engagement rates, ROI for your marketing strategy and most importantly, show who you are.

Luxury fashion label Chanel execute emotional marketing from all angles. Not only do they create stunning stories for each of their collections, but they also invite you to witness their journey. Recently, Chanel presented the new Mademoiselle Privé at an exhibition opening in Hong Kong.

The leading brand shared this exciting event through a visually-striking, two-minute video on YouTube, which documented everything from the red carpet to a special musical guest appearance from Pharell Williams.

When it comes to emotional marketing – it’s not enough to state who your brand is, you need to show your audience.

Happy Posting! To learn more about effective methods for boosting your brand, discover WeChat Marketing: Your Fast Guide to Business, and protect your business with reputation management today, see the 5 Major Benefits here