How to Increase Engagement on Social Media Using Emotion

How to Inspire Action on Social Media Jessica Payne Brand organics


Successful brands recognize the value of creating an emotional connection as quickly as possible on social media. So, is there a right or wrong way to stop the dreaded thumb scroll and drive actual engagement? 

Yes, and the first step is to think positively when it comes to your storytelling.

Studies have shown that using positive emotions (like humor, awe and delight) on social media engages 3 times more than when using negative or fear-based emotions.

If you’re struggling to connect with your audience on social media, it’s most likely because:

  1. You’re relying solely on negative or fear-based messaging to convince your customers to buy from you

  2. Your choice of video or images used doesn’t accurately reflect your customer or his/her aspirations

  3. You post about your business, product or service 100% of the time

Stop doing all of this. Start thinking about what your customers want and need. Where are they at in life, right now? What’s keeping them up at night? What’s your personal experience facing what they are facing now? Can you offer encouragement or a solution? Can your social media channel serve as a safe place for your followers to gather? Ask yourself if your story has been missing from your content. Adding this valuable context suddenly pushes you forward as someone they can relate to on a human level. Someone they can trust. Just make sure it’s true. 

Using your own lived experience told through stories, videos, images or even casual tweets is much more natural and suddenly frees you to market your brand without being pushy or salesy. TRY IT. 

TIP 1: I’m always surprised by how many businesses still rely on lifeless stock imagery when there are better alternatives like Unsplash and CreateHERStock just to name a few. If you don’t have your own photography, I recommend spending time exploring these resources and always follow licensing agreements. 

TIP 2: “Social Media Fatigue” is an actual term coined for the general burnout people feel and increasingly, people are more protective about how and where they spend their time online. People are starving for a positive experience and that’s where you come in!

Establishing trust is the quickest way to stop the dreaded thumb scroll, to get people to listen, watch, like and share. But you have to pay it forward. Connect first and then convert. 

I’m so proud to share with you my “How to Inspire Action on Social Media in Five Simple Steps” cheat sheet, which highlights all of the major ingredients needed for you to immediately begin infusing emotion and trust into your social media program. It is free for download here.

If you found this helpful, you’ll not want to miss my blog post on secrets to creating short and sweet social media content for greater success.

Feeling stuck when it comes to social media? Take my 20-minute Social Media Wellness Quiz to assess and build your roadmap for the year ahead.

Jessica payne Social Media Wellness Quiz

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