Emotions and senses rule on social media
Closely linked to the emotional experience offered by food and drink establishments is their sensual nature. Looking at scrumptious photos of food isn't as good as actually eating it, of course. But it gives you a "taste" of the experience. It's called food porn for a reason! No wonder so many people keep returning to feast their eyes on these images and enthusiastically share them with their social networks.
There's something similar going on with cafes and bars. Pictures of artistically created lattes from trained baristas, as well as shots of exotic looking liqueur bottles, are each seductive in their own way.
Needless to say, if you are in any of the aforementioned niches you'll find social media marketing pretty straightforward. And with persistence you'll probably start to see benefits quite soon.
Non-sensual niches present a challenge
But what if you're in a less "sexy" field of business That presents a problem. But it's certainly not insurmountable. You just have to solve how to make your content social and emotional.
One great way of doing this is adding humour. Obviously you don't want to make it inappropriate. If you're a law firm, for example, this might not be a good approach! But if the humour is in keeping with your niche and brand and you can make people chuckle at your updates they're much more likely to return.
You can also tell stories to get your audience more emotionally involved. Maybe you completed a challenging job that taught you some valuable lessons? An illustrated blog post describing this process in detail could be compelling, informative and therefore highly shareable.
Or why not introduce staff members in your posts, telling their personal stories and including photos of them? Updates like this could go a long way to humanize your brand, particularly if you are in a more "intellectual" field such as finance.
Any other ideas on how to make your social media content more emotionally compelling? Please feel free to share them in comments below.