New Scientific Study Proves That Brands Which Use Emotion on Social Media Will See Better Results
A study recently published by The Journal of Digital & Social Media Marketing, aimed to test the use of emotion by brands on social media and how it leads to increased sales conversion. The ambitious study reached 2.3 Million users on Facebook and LinkedIn, in 65 countries, and generated 55,000 engaged participants. The use of emotion was proven to increase conversion rates by 28%. The results signify a meaningful breakthrough in Social Media Marketing, proving that brands should further rely on emotion when it comes to creating content and ads for Social Media platforms.
"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, the digital marketing consultant who wrote 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 Social Media Study brought to light several important discoveries. One key finding was that 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. When it comes to converting those lookers into bookers, emotion is essential. For companies which struggle to turn a profit on social media, this study could be a game changer.
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. The full study can be found here: A quantitative study on the impact of emotion on social media engagement and conversion.