If you watched Inside Out, the movie from Pixar (2015), you’d probably remember those great characters: happiness, sadness, anger, disgust, and fear. It’s not surprising to know that is them, and not the rational You, who rule the complex world of sharing ads.
Emotions are everything. Whether we like it or not, we’re driven by how we feel, and many times this occurs without us even knowing it. Most importantly, it’s how we feel deep inside about something – and not how much we really know about it – what makes us buy it or ignore it.
Studies confirm that people rely on emotions, rather than information, to choose a brand among the others. People are more likely to share (and, therefore, to make viral) an ad that makes them feel great than a very rational one, that provides a lot of information.
Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, mentioned in Fast Company that “the most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”.
Inspiration, friendship, warmth, and happiness have been the core of some of the most viral ads in recent years, in contrast to the humor and sarcasm that used to be more popular during the 1990’s and early 2000’s.
And this is something that we also must pay attention to. Because is not just emotion: is the right emotion at the right time.
Learning to use your emotional palette
According to the Institute of Neuroscience and Psychology, the distinction between four of our main emotions (happy, sad, afraid, and angry) are based on social interactions and constructs. Even kindergarten kids are taught nowadays to identify their core emotions and work with them (If you’re happy and you know it, clap your hands… goes the tune).
If you pay close attention to the next ad you watch, you’d probably identify very quickly how this emotional palette has been used. In the end, the main objective remains the same: to drive connection and awareness of your brand in a unique way.
Remember: no matter how smart any of us might think he or she is, we are all ruled by emotions and feelings, more than by rational thought. Science has confirmed it. So don’t forget to add a little drop of emotion to every content you share. Or, even better, a good shot of a mix of them.