Neuromarketing: 6 Steps to Work on Emotions in Digital Marketing!
Posted: Mon Jan 20, 2025 4:54 am
Neuromarketing is responsible for being in the eyes of consumers divided between different stimuli in their daily lives, capturing the attention of your personas becomes an increasingly difficult task.
There are few digital marketing actions or those in traditional media that end up sticking in people's minds. Despite this, we are still human. And as human beings, we are still impacted emotionally.
With knowledge of neuroscience and psychology, it is possible for your neuromarketing strategy (“ emotion marketing ”) to attract attention and achieve the desired results. Find out how in today’s article!
1. Use neuromarketing on social media to generate greater engagement
A study revealed that on Twitter, messages with an emotional appeal were retweeted more and therefore had greater reach and engagement. Therefore, this social network is a good channel for using neuromarketing.
Using programs that measure the emotional value of tweet content, monitoring was carried out on the timelines of 3,800 Twitter users.
In addition to concluding that exposure to tweets jamaica phone number lead classified as positive generates positive content in return, the study points out that 20% of Twitter users are more likely to be “emotionally infected”.
Among these users, the impact of positive emotions is up to four times greater than that of negative emotions.
Therefore, promoting happiness and neuromarketing (emotion marketing) is a brand strategy with the opportunity to positively influence the audience that follows your company on social media .
2. Be humorous, but know your target audience deeply beforehand
Entertaining people on social media has been a strategy that has borne good fruit for brands in various segments, from Ponto Frio 's Twitter campaign, which features a fun penguin, to the acidic humor of the responses given by the American account of the restaurant Wendy's , for example.
However, before using jokes and humor in your communication, you need to know your audience very well. Only then will you be able to generate engagement and create a natural language with the right tone for your brand.
3. Surprise with your digital marketing content
Studies show that when faced with the unpredictable, the brain's pleasure center is activated. That's why we see examples of emotion marketing that are based on this surprise, such as Unicef's Tap Project campaign (awarded at Cannes in 2013).
Part of the campaign included a stunt on talk shows in which a small child ran to take the host's glass of water. This stunt ended up going viral on the internet because it was so unexpected and because it genuinely stirred people's emotions.
Therefore, in addition to positivity, you need to surprise. Impressive content in your digital marketing strategy can generate engagement and shares, bringing incredible results to your actions.
4. Encourage engagement with content that creates a sense of urgency, but do so wisely
Extreme positive feelings generate positive reactions, but strong emotions can also come from other feelings. According to studies , 56% of social media users admit to being afraid of missing out on urgent news or updates. This is called FOMO (Fear of Missing Out).
We generally see the application of this fear and urgency in limited-time promotional actions (“take advantage now”, “only until Friday”) that exploit precisely this emotion.
However, you need to be careful. Being controversial on social media can bring you a good return on your digital marketing strategy in the short term, but it is extremely difficult to be sustainable and generate results for a long time, as we saw in the action of stainless steel furniture manufacturer Alezzia on Facebook. Take advantage of the emotion of urgency marketing for specific and controllable actions.
5. Use images in your digital marketing actions
We are visual beings and the sense of sight is the most demanded in the process of capturing people's attention – according to data , 70% of sensory receptors are in our eyes.
Therefore, use images to spark interest and emotion. According to a study , there are some categories of images that are more likely to spark emotional reactions than others.
Portraits of human faces, images of babies or young animals, and images that evoke inspiration are among those with the greatest potential to generate an emotional impact on people.
There are few digital marketing actions or those in traditional media that end up sticking in people's minds. Despite this, we are still human. And as human beings, we are still impacted emotionally.
With knowledge of neuroscience and psychology, it is possible for your neuromarketing strategy (“ emotion marketing ”) to attract attention and achieve the desired results. Find out how in today’s article!
1. Use neuromarketing on social media to generate greater engagement
A study revealed that on Twitter, messages with an emotional appeal were retweeted more and therefore had greater reach and engagement. Therefore, this social network is a good channel for using neuromarketing.
Using programs that measure the emotional value of tweet content, monitoring was carried out on the timelines of 3,800 Twitter users.
In addition to concluding that exposure to tweets jamaica phone number lead classified as positive generates positive content in return, the study points out that 20% of Twitter users are more likely to be “emotionally infected”.
Among these users, the impact of positive emotions is up to four times greater than that of negative emotions.
Therefore, promoting happiness and neuromarketing (emotion marketing) is a brand strategy with the opportunity to positively influence the audience that follows your company on social media .
2. Be humorous, but know your target audience deeply beforehand
Entertaining people on social media has been a strategy that has borne good fruit for brands in various segments, from Ponto Frio 's Twitter campaign, which features a fun penguin, to the acidic humor of the responses given by the American account of the restaurant Wendy's , for example.
However, before using jokes and humor in your communication, you need to know your audience very well. Only then will you be able to generate engagement and create a natural language with the right tone for your brand.
3. Surprise with your digital marketing content
Studies show that when faced with the unpredictable, the brain's pleasure center is activated. That's why we see examples of emotion marketing that are based on this surprise, such as Unicef's Tap Project campaign (awarded at Cannes in 2013).
Part of the campaign included a stunt on talk shows in which a small child ran to take the host's glass of water. This stunt ended up going viral on the internet because it was so unexpected and because it genuinely stirred people's emotions.
Therefore, in addition to positivity, you need to surprise. Impressive content in your digital marketing strategy can generate engagement and shares, bringing incredible results to your actions.
4. Encourage engagement with content that creates a sense of urgency, but do so wisely
Extreme positive feelings generate positive reactions, but strong emotions can also come from other feelings. According to studies , 56% of social media users admit to being afraid of missing out on urgent news or updates. This is called FOMO (Fear of Missing Out).
We generally see the application of this fear and urgency in limited-time promotional actions (“take advantage now”, “only until Friday”) that exploit precisely this emotion.
However, you need to be careful. Being controversial on social media can bring you a good return on your digital marketing strategy in the short term, but it is extremely difficult to be sustainable and generate results for a long time, as we saw in the action of stainless steel furniture manufacturer Alezzia on Facebook. Take advantage of the emotion of urgency marketing for specific and controllable actions.
5. Use images in your digital marketing actions
We are visual beings and the sense of sight is the most demanded in the process of capturing people's attention – according to data , 70% of sensory receptors are in our eyes.
Therefore, use images to spark interest and emotion. According to a study , there are some categories of images that are more likely to spark emotional reactions than others.
Portraits of human faces, images of babies or young animals, and images that evoke inspiration are among those with the greatest potential to generate an emotional impact on people.