Emotional Branding In Social Media: Does It Still Work?

Social media marketing has changed the way that brands connect with audiences.

Now, instead of simply pushing out content and hoping it’ll resonate with their followers, they’re able to engage with consumers through emotional connection.

The art of connecting with the target audience on an emotional level is called “emotional branding.”

This marketing strategy helps companies effectively humanize their brand and build meaningful customer relationships. However, social media has had massive growth over the past decade. 

These platforms continue to evolve, and so do how brands use them to connect with their customers. Is emotional branding an exception to this?

What Is Emotional Branding?

Emotional branding has been around for a long time, but the concept is still relatively new to the marketing industry.

It comes from the idea that consumers choose brands based on emotion rather than logic or price.

It uses images and words to elicit an emotional response in consumers, which can drive buying decisions.

It aims to create an emotional bond with customers so that they’re loyal and engaged.

This can be done through various channels, such as television advertising, websites, and social media posts.

To make it work, companies need to consider their target audience and identify their feelings about the business’s products or services.

This way, brands will know what kinds of things will resonate with the clients on a more personal level. 

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How Is It Different From Traditional Marketing? 

The key difference between emotional branding on social media versus traditional marketing is that the former occurs in an interactive environment where both parties are present at once.

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This allows for more direct engagement between brands and their customers.

By posting compelling content regularly and being responsive when people comment on or share it, brands can build trust with potential customers over time.

At the same time, they can generate valuable customer insight into how clients view their brand (and why).

Additionally, traditional marketing is about selling a product, while emotional branding is about building a relationship with the target audience. 

Specifically, when doing emotional branding, companies aren’t trying to sell someone something.

Instead, companies create an atmosphere where clients want to buy from them because of how they feel about being associated with their brand.

Their focus isn’t on the product but on what makes each person feel good when interacting with their brand.

Lastly, emotional branding is less expensive than traditional advertising methods, such as radio or print advertisements.

It doesn’t require high production values as TV commercials do. Conversely, with emotional branding, companies only need a computer with internet access (or even a smartphone) to post pictures on social media. 

The Fine Line Between Offending And Connecting

There are no rules for how far is too far when it comes to emotional branding in social media since every company has its own values system.

It’s the reason why many brands seek professional help from SEO agencies. Companies such as SEO Agency – Impressive Digital utilize holistic marketing solutions to help other organizations build their brands and connect with their customers much better without offending anyone in the process.

While it may sound like an impossible balance, there are ways companies can do emotional branding without offending anyone on their own.

First, companies should stay genuine. It’s especially critical when interacting online, where people are more likely to be skeptical.

Companies should show authenticity by sharing relevant content and responding quickly and thoughtfully to any customer feedback or questions on social media platforms.

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Second, companies should stay true to their brand’s values and mission statement (if one exists).

Doing so ensures that everything a company does aligns with what matters most for both the business and the employees through social media feeds across all mediums. 

Does It Still Work?

Emotional branding in social media is still effective. 

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It has been a powerful tool for brands to communicate with loyal customers and potential customers alike for years and will still be the same for many more years to come.

However, how people communicate has evolved significantly since then, and so have their expectations from brands.

If brands want to succeed on social media, they need to keep in mind some factors.

First, emotional branding isn’t just about the product. It’s also about the people behind it.

People can relate to other people and want to know more about who’s behind a company or brand.

In this sense, emotional branding isn’t just about being funny or creative; authenticity and transparency are important factors too.

Lastly, consistency matters in emotional branding. Brands should avoid posting irrelevant stuff all over their newsfeeds and walls.

Having unvarying content across all channels helps build trust among followers and potential customers. 

Final Thoughts 

Emotional branding is a powerful tool that can help brands create an authentic and genuine relationship with their target audience.

If done correctly (and consistently!), it can help drive sales while strengthening any business’s reputation within its industry—and beyond. 

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Ella Marcotte

Jonathon Spire

Jonathon Spire

Tech Blogger at Jonathon Spire

My diverse background started with my computer science degree, and later progressed to building laptops and accessories. And now, for the last 7 years, I have been a social media marketing specialist and business growth consultant.

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Jonathon Spire

I blog about a range of tech topics.

For the last 7 years I have been a social media marketing specialist and business growth consultant, so I write about those the most.

Full transparency: I do review a lot of services and I try to do it as objectively as possible; I give honest feedback and only promote services I believe truly work (for which I may or may not receive a commission) – if you are a service owner and you think I have made a mistake then please let me know in the comments section.

– Jon