Welcome to the first in a four-part series in which we'll be exploring major trends in communications for 2022. In this initial installment, we're examining the concept of emotional marketing, its traditional definition, and its current state.
People have been appealing to emotions to motivate others for millennia. Aristotle himself established techniques for emotional appeals that were quite persuasive. While appealing to emotions may seem manipulative, it's usually not nefarious. Emotional marketing connects people with the things they want and need on a deeply personal level. True, some marketing and advertising campaigns play on negative feelings of fear or greed. Here, however, we're looking at how emotional marketing can elicit positive results, and why it's a major trend in communications with tremendous staying power.
What is emotional marketing?
Emotional marketing identifies and builds on an audience's emotions to market to them more successfully. Rooted in current best practices in research and behavioral psychology, today's emotional marketing requires a deep understanding of the feelings a specific audience has toward a product or service and its competitors. To work, emotional marketing has to get a good handle on an audience's vibe, and how it affects their view of the entire product genre.
A very simple example is marketing campaigns for online talk therapy providers where emotional marketing is essential to conversion. The target audience naturally includes anyone who's experiencing distressing emotions and could benefit from online mental health counseling. You don't have to look far on Twitter to see people tweeting about their struggles with mental wellbeing - and you also don't have to look far to see ads for these therapy providers in the same places.
Instagram has nearly 1 billion active users around the world. Like other social media platforms, Instagram is full of features to entertain and engage users. The modern social media channel reveals Instagram updates frequently, and keeping up with social media changes is a challenge. So lets us find some of the most important Instagram features that benefit both users and marketers.
Since its launch, Instagram has added many features that benefit both brands and personal users with paid ads as well as organic posts. Let’s dive deep into Instagram’s classic features and new updates.
Instagram Dark Mode
Users can now enable dark mode for Instagram.
Instagram users with certain operating systems such as iOS 13 and Android 10 are now experiencing the darker version of Instagram on their mobile devices. If you have these versions, you can now enable and disable through display themes.
Instagram has launched a new feature called Restrict that will allow users to block interactions from users. Restrict feature is different from blocking someone because the profile which has been blocked will know that they are blocked.
If a user sends a hateful comment to your account, no one will be able to see it but them. The account user will be able to reveal the comment if they are interested, otherwise restrict comment will be in its place.
Encouraging user generated content (UGC) is one of the most important things you can do for your brand. It’s not that brand generated content isn’t important and doesn’t have a place. UGC just brings something fresh to the table.
“It’s one thing for us to serve...