How To Use Emotion When Creating Content

When it comes to creating great content, emotion matters. A lot.

It is all well and good churning out content, but if you fail to create an emotional connection with your audience, it will not have the same impact. Readers do not just want to be informed or advised; they want to feel more involved in the world around them, to grow and develop relationships and get a wider sense of who they are. 

In short, they want to feel something from your content.

But how do you go about using emotion in your content? Let’s take a look.

Understand your reader

Understand your reader

There are plenty of tools available online to help you to analyse your audience in terms of demographics, interests, and income, but to be able to connect with them on an emotional level, you need to go much deeper.

Consider the following:

  • What problems are they wanting solutions for?
  • What are they finding frustrated?
  • What makes them happy and excited?
  • What makes them angry or sad?

By knowing what makes them tick, you can create content that makes them tick.

Use emotional hooks in your content creation

emotional hooks in your content creation

There are various emotional techniques, or ‘hooks’ that you can use in your content to draw your audience in. These include:

  • Storytelling: Using your content to tell a storey is a simple but effective strategy for attracting people’s attention and emotionally engaging them with your information.

Everyone is curious about what happens next, especially if they can relate to the story’s protagonist. Telling stories about your company might help your brand become more approachable and down to earth – and that is always a good thing.

  • Use FOMO: Fear of missing out, or FOMO as it is colloquially known, is a very real thing. No one, no matter what age they are or what field they are in, wants to feel like they are missing out on something, whether that is news, a secret, the latest cool product, or trend or offer. You’ll generate a reaction from your audience if you can establish a sense of panic or urgency in them.
  • Consider offering your audience membership or loyalty programme that is exclusive. People will be more interested in your business and goods if they are concerned about missing out on something.
  • Make them feel special: It is human nature to want to feel special. We crave superiority, high-end and exclusive. Leveraging this is a great way to hook in your target market. Use your content to make what you can offer them seem exclusive and something that they need. Represent your current customers as people who your target audience can relate to or want to be like. Demonstrations of products, client spotlights, and emotive marketing are all effective ways to accomplish this. This, of course, goes back to the first point we made about making sure that you know your audience and what it is that they want. 
  • Build a sense of community and belonging: Think back to the early part of 2020 when the United Kingdom went into a lockdown. There was a huge sense of belonging, community and ‘we are all in this together’. People feel comforted and safe from this, particularly when things are a little challenging. For this reason, content that makes individuals feel like they are part of a group, community or a cause can be incredibly powerful. Presenting your brand as a club or lifestyle, rather than merely a business, is one approach to capitalise on the sensation of belonging. Take British ethical retailer Babipur, for example. They have an exclusive Facebook group for their loyal customers, and a ‘saying’, that customers shout out to one another if they spot someone wearing something from their shop. Customers call themselves Babipurians and there’s a whole little online community built around the brand.
  • Be a little mysterious: While openness and transparency should be encouraged in a business, there is nothing wrong with a bit of mystery and anticipation. People are curious and will delve into content to find out what it is all about. Click- bait titles, while often given a bad reputation, are great examples of enticing a reader or a viewer in with a bit of mystery.  Try asking a question in the title of your article or video and answer it in the body of the content.
  • Help your audience to achieve something: Even the most mundane goals are entwined with desires, fears, and feelings of self-worth for the majority of people. You have a direct line to your audience’s emotions if you can figure out what they want most. Offer to assist them in getting what they want, and they’ll perceive you as a friend – and will most likely buy from you.
  • Make it funny: Humour can do wonders in marketing, which is often seen as serious and humourless. Humans bond over laughter and fun, so give them something to laugh at and show that you are human too and do not take yourself too seriously. It is important, however, to make sure that you hit the right tone with your humour. While some brands are famous for and can get away with taking it right to the very edge of acceptable, most can’t, and you do not want to risk offending or upsetting your audience. Make sure the time and place for humour is right.


Research and write about emotive topics

write about emotive topics

Personal achievement, self-help, goal setting, job progress, and even entertainment are some of the most prevalent emotional topics (keep in mind that themes that work for your individual target group may change!) Do some research on the most popular content on these topics and come up with some original content ideas. For instance, you can utilise BuzzSumo, a content discovery service, to get ideas, although a professional content writer will be able to do this for you.

The key to producing content that is both distinctive and successful is to use emotion. It is usually an excellent strategy to target positive feelings like amusement, empowerment, and a sense of camaraderie. However, you can also employ some of the negative emotions to motivate your audience to act. Try using one or more of these highly powerful emotional hooks in your next piece of content; you might be shocked by the results.