What is facebook emotional trigger?
What are emotional triggers in Facebook advertising you ask? How does that work? Why is this so important for advertising? The answer is right here. Let’s say it’s pretty easy when you interact with somebody face to face. But the question is, how to make someone excited, happy or curious, how to trigger their emotions while browsing Facebook? How to encourage them to click on your advertisement? Or to watch a 15-second video while they are just browsing their Facebook feed and liking pictures of a cute puppy?
Once you start a conversation you can brighten somebody’s day, you give them a compliment, or just say a few words that can make them feel better while talking to you. You can make them smile or laugh, simply make them happy or you can make them excited by telling them your plan of going to a Europe trip and asking them if they want to go with you.
Having a conversation in real life with a friend is quite an ordinary occasion, or with somebody, you just met (depending on if you are an introvert or extrovert). It happens to depend on how much you like to go out for a walk and interact with people, or just by going to a shop to get groceries. It’s likely that you will meet a person that you know.
I’ll provide you with an answer down below, stick with me on this journey to an answer that you are looking for. I’m excited to share my experience, I hope that you will enjoy it!
1. Make people happy.
A study from the New York Times article shows that positive articles were shared more often than negative ones. That sounds about right, it sounds cliché, but people would rather be happy than sad. Am I right?
There are 3 main tactics to make use of emotion of happiness in emotional triggers in Facebook advertising
- Using Bright colors for your ad design (image or video).
- Using an image or a video with people smiling.
- Using adjectives and verbs with a positive connotation.
Blogger Melyssa Griffin used all three tactics in her ad
Making people happy while buying is useful in B2C brands. For example, alcohol producers are often publishing ads with pictures of people drinking alcohol at the beach party. Applying emotional triggers in Facebook advertising and using bright colors, smiling faces and people enjoying a wonderful day at the beach, having fun and being happy is a proper tactic. Can a day get better than that?
People will get your trust and associate with a product more while they are happy.
2. Use curiosity to get people’s attention.
What is the curiosity gap?
The curiosity gap is a theory and practice popularized by Upworthy and similar sites that leverage the reader’s curiosity to make them click through from an irresistible headline to the actual content.
Getting people’s attention, and making them curious is really simple. Ask people an interesting question, or tell them an interesting story, and leave the best part untold.
It probably happened to you, but you haven’t paid attention to it before. You see an interesting headline of an article that you randomly find while browsing on your search engine. The text was so appealing that a voice inside your head told you “That sounds interesting, maybe you should give it a try and find out something more about it”.
There is a phrase that many people know, “Curiosity killed the cat”, people know it as it is something negative. It tells you that you should mind your business, but in this case, curiosity is your weapon of choice that you must use to lure your potential customers into clicking on your ad and landing on a page with more information about what you have to offer to them. Here is an example of how it should look like:
3. Fear of missing out (FOMO).
Fear of missing out, or FOMO, is “a pervasive apprehension that others might be having rewarding experiences from which one is absent”. This social anxiety is characterized by “a desire to stay continually connected with what others are doing”. FOMO is also defined as a fear of regret, which may lead to a compulsive concern that one might miss an opportunity for social interaction, a profitable investment, or other satisfying events. This tactic applies well when using emotional triggers in Facebook advertising. In other words, FOMO perpetuates the fear of having made the wrong decision on how to spend time since “you can imagine how things could be different”.
Now you are wondering why am I telling you this? How can I use this in advertising? I’ll give you an answer.
A lot of data shows that FOMO is most prevalent among millennials. Around 70% of millennials experience the phenomenon, and according to Strategy Online, 60% of millennials make reactive purchases because of FOMO. So to get to the point, they will buy something just because they feel they might miss out.
But, it’s not just millennials who suffer from FOMO. According to more data, more than half of people using social networks suffer from FOMO.
Here’s a list of what you should to for successful FOMO advertising:
- Show that people are buying
- Highlight missed opportunities in your messaging
- Show stock levels
- Make your visitors watch the clock
- Stir their competitive spirit
- Limit free shipping
- Let your content expire
- Trigger FOMO with images
- Make your offer exclusive
- Show social proof
- Offer rewards for early decisions
4. Use Video Ads more often to trigger emotion on Facebook.
More than half of marketing professionals worldwide name video as the type of content with the best ROI.
Video is a really powerful tool for advertising, but only a few brands are using video as their advertising method and even few are using it effectively.
Reports show that consumers are 27.4 times more likely to click on a video ad than a static ad. Video ads draw more attention to us.
Not only do they get our attention, but the video also generates 1200% more shares than text and images combined. So social media shares are part of marketing that you don’t have to pay for. So, use video ads more often. You can show your viewers your product, explain why they should purchase it. Make the most of it, get creative with it and leverage the power of story-telling
5. Create a Sense of Urgency.
When you give people too much time to make a decision, they’re going to postpone the conclusion and will likely forget about it.
However, when presented with a limited time offer, people get worried about missing out on the awesome offer.
Applying scarcity and urgency on a website helped an entrepreneur increase sales by 332%.
How to create a sense of urgency in your Facebook ads?
- Define clear dates, e.g. “Today only” or “Offer ends in 24h.”
- Offer a great discount, e.g. “Get 70% off today.”
- Keep your offer simple and brief.
- Place your best offer in the ad’s headline or the image.
- Match the ad’s offer on the landing page.
6. Adding to the Moment.
Once you’ve aligned to the emotional moment, of your consumer, it’s time to add to it. For example, According to Gregory S. McNeal, one Facebook study suggests that women feel best about themselves on Thursdays and worst about themselves on Mondays. You can use this as your advantage, and create your posts to add to trigger emotions of your average consumer. On a cosmetics ad posted on a Thursday, you can use a term like, “enhancing your inner beauty,” accompanied by an image of a woman looking stunning and confident. On a Monday, it might be better for you to post ads that focus on the contrast between a consumer with and without your product.https://www.youtube.com/embed/3KmV-zy6Zxc
Check out this great example of Adding to the Moment. It might help you understand how it works.
7. Using Social Proof.
Social Proof is one of the most powerful tools you can use on your page, and on Facebook, of course, that’s why we are here. There is power in numbers and the more people we see using the product, the more appealing it is to us.
Social proof isn’t there to tell people how amazing our product is, it’s there to break the ice. Reviews can be used to reduce common worries and hesitations people have when it comes to engaging with new products online.
For example, Basecamp mentioned that they helped over 285.000 companies finish their projects last year alone. Combining that with really good Call to Action, “Give basecamp a try – it’s free for 60 days” is a win-win situation.
In order to start using emotional triggers in Facebook Advertising to increase conversions, you will continuously need to test, analyze and keep going. Try with triggering different emotions, using tactics provided above. Get to know your customers better, look beyond the Demographics, or their Location, and try to understand them, try to engage with them the way they want to be engaged with. Its what emotions get them through the day, what they care for and what their biggest outcomes are.
Pay attention to this and you will see results coming in no time.