Evoke Emotions

You may be surprised to learn that people are more likely to share content that makes them feel emotional. When someone is happy, they want to share their happiness with their friends and acquaintances. The sweet spot for marketing content is when it both conveys your brand story and touches the hearts of your target audience.

According to a Stanford University study, the three feelings that interesting information seems to evoke the most are joy, surprise, and awe. However, unfavorable feelings like rage, worry, and lust can also drive engagement, and information highlighting injustice frequently receives a lot of shares. No matter what tone you use, be careful not to lose the essence of your brand or obfuscate your intended message with too sentimental writing.