How to Use Emotions to Create Engaging Facebook Posts

Feelings are a robust drive in your client’s selections. You possibly can see this in folks’s selections to buy luxurious gadgets akin to Ferraris – some would argue there’s no logical cause to purchase one, that it’s strictly emotional.

On Facebook, the return on funding (ROI) is totally different than a direct sale. It’s a Like, share or touch upon a chunk of content material that you just’re providing. To stack these returns, it is advisable create engaging content material that resonates with the person and fills certainly one of their emotional wants. On Facebook, these wants are often rooted in one of many following feelings:

  • The necessity to really feel a part of a bunch
  • The necessity to really feel comfortable
  • The necessity to really feel proud about themselves

On this article, I’ll present you learn how to create Fb Posts to faucet into 9 completely different human emotions to increase your Facebook likes and engagement.

1. Happiness

Happiness is the perfect place to start out. It’s the principle purpose individuals go on Facebook: They need a break from their day to take a look at pictures, videos and updates that delight them. By tapping into this emotion you’ll be able to create a gradual heartbeat of engagement in your Facebook Page.

Happiness can come within the type of delight, pleasure or laughter – mainly something that makes an individual smile. Fb posts that create happiness typically include a photograph or a really brief, humorous commentary/joke.

3 Kinds of Facebook Posts for Tapping into the Happiness Emotion

1. Images of animals: Animals, particularly ones doing loopy or human actions are the simplest approach to create happiness inside a viewer. One thing about animals, particularly cats and canine, is so healthful that the majority hold can’t assist however love them. Add that to the truth that lots of people have their very own pet and you’ve got a post that can each delight and make them reminisce about fond reminiscences. Right here is one in all an octopus:


2. Kids utilizing your merchandise: This kind is kind of versatile. It will probably typically work in two methods:

a. A toddler utilizing an grownup product in the best way an grownup makes use of it, corresponding to a child buying and selling shares utilizing on-line buying and selling software program (like E*Commerce did a couple of years in the past)
b. A baby utilizing an grownup product in a infantile means, resembling utilizing a telephone as a hammer (having a mother or father in mid-run to cease them can enormously add to it!)
c. A baby utilizing a youngsters’s product in a diabolical method, akin to establishing their practice set to run over considered one of their stuffed animals or dolls

3. Private Achievement/Triumph: This consists of exhibiting an individual overcoming adversity or finishing a difficult exercise. For instance, a sporting items retailer might present the winner of a marathon on the end line utilizing one of many merchandise they promote. And even one thing more primary comparable to a toddler having the ability to get to highschool on time/safely due to their mother or father’s new automotive.

2. Greed

This doesn’t imply posting one thing seductive or NSFW to entice immoral ideas. It’s about tapping into folks’s need to win a contest or get an amazing deal on a product they wish to purchase.

2 Kinds of Facebook Posts for Tapping into folks’s Greed:

1. Contests: The prospect to win one thing free is one of the best ways to tap into greed. Folks will probably be enticed by the chance to win one thing that they might not be capable of afford or expertise an unique occasion. This fantasy is what you need to create in individuals’s minds to optimize the variety of contest entries. Try just a few Facebook contest ideas.

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2. Coupons: Coupons have the flexibility to faucet into this emotion in the event you supply a really deep low cost. By providing 50 – 75% off folks have the sensation that they’re getting the higher of a enterprise or this can be a deal that may by no means come round once more. Optimize your coupons by making them unique or restricted: Distribute numerous coupons, however solely enable the primary X quantity of people that buy to get the deal to entice individuals to purchase instantly.

3. Nostalgia

Nostalgia is a good way to interact folks. Even when the factor you’re remembering was not the very best on the time, just like the Lowe’s instance beneath, it’s enjoyable to reminisce and take into consideration what it was like again within the day. It would give folks a gap to remark about their reminiscences from that point interval or how grateful they’re now that a sure style has gone out of fashion.

Take a look at an excellent instance of a nostalgic post beneath from Lowe’s Home Improvement:


Nostalgic posts embody descriptive textual content or pictures of particular gadgets or occasions that have been a part of folks’s day-to-day life previously. The more distinctive the merchandise or occasion the higher. That is the place your data of your clients turns out to be useful: The higher them, the more distinctive you may make your posts, whereas nonetheless interesting to your total viewers. For instance, if your viewers is generally composed of software program builders, you may make a post reminiscing about how the 486 DX4-100 was the bee’s knees again within the mid-90’s.

Listed here are 3 more methods to create Facebook posts that tap into individuals’s nostalgia:

  1. Ask folks how sure actions are completely different for youths today than they have been after they had been that age (assume technological developments)
  2. Ask individuals what their favourite (TV present, track, ebook, and so forth.) was once they have been a child
  3. Publish a photograph of an outdated/out of date product and ask individuals to call what it’s

4. Belief

In response to a current Forrester Research report, “70% of US online adults trust brand or product recommendations from friends and family”. That very same report indicated that 46% belief on-line critiques written by prospects, however solely 10% belief on-line adverts and firm written textual content messages.

Facebook posts are an ideal venue for selling consumer-generated belief parts like evaluations and clients utilizing your merchandise. They mean you can focus on extra intricate features of your enterprise and merchandise in a narrative format that ordinary advertisements and promotions are unsuitable for. In the event you don’t have a slew of buyer testimonials you can provide behind-the-scenes appears at your manufacturing course of, have workers give brief interviews on their opinions of the merchandise and enterprise, and even focus on why you select to promote the merchandise you do. All of this stuff give your enterprise a private, human really feel that gross sales and promotions can’t.

Listed below are three methods to create Facebook posts that create Belief:

  1. Buyer Critiques of your merchandise and enterprise
  2. Photographs of completely happy clients in your retailer or utilizing your merchandise
  3. Behind-the-scenes pictures of your staff making your merchandise or speaking about how they’re made

Read more: How to Discover Social Media Insights About Your Competitors

5. Anticipation

Anticipation is a an awesome emotion for not solely creating enagement however for driving individuals to your website or Facebook Page a number of instances. Through the use of quick timeframes and a mix of imprecise and pointed clues to explain one thing that’s “coming quickly” you may paint an image in individuals’s minds that they wish to see.

Hubspot constructed up anticipation for its Inbound 2013 conference by asking individuals to guess who the musical headliner can be:

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Mailchimp constructed up anticipation for its free giveaway contest by making a sequence of posts that instructed me to remain tuned for his or her “imminent” giveaway:

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6. Togetherness

That is the “Me to!” emotion. It’s the one which makes individuals really feel linked to a different particular person (or brand) by sharing the identical opinion on a topic. That is the right emotion for Fb, because it drives tons of Likes.

A easy Facebook Post method for tapping into the sort of emotion is “Like if you happen to ______”

7. Pride

Delight is all about constructing folks’s shallowness. It may be just like the “Togetherness” emotion through the use of nationwide delight by, for instance, asking folks why they’re proud to be a Canadian. It may also be used for private pleasure by giving folks a venue for sharing tales about their accomplishments or cases through which they overcame adversity.

3 Varieties of Facebook Posts for Tapping into the Pride Emotion

  1. “Like” should you’re proud to be [part of a group]
  2. Inform us the way you’ve overcome adversity when [dealing with a certain problem/situation]
  3. Share a photograph of your self [during or after a challenging activity]

8. Hope

Hope is probably the most highly effective emotion to make the most of to create viral Facebook posts. This emotion is the explanation you see rip-off posts corresponding to “if this submit will get 10,000 shares I’ll donate $X to charity”. It performs totally on two forms of individuals:

  1. These with out the flexibility to make change on the earth, or in themselves, however with the will to.
  2. Those that are within the course of of constructing a change on this planet or in themselves.

This may embrace posts about how your online business helps to alter your local people, or how your prospects are utilizing your merchandise to alter their lives by, for instance, dropping pounds or discovering a job. Posts may even merely be inspirational in nature, by offering inspirational or insightful quotes that encourage individuals, corresponding to this considered one of Arnold Schwarzenegger:


9. Anger


That is an EXTREMELY onerous emotion to faucet into correctly. I’d not advocate for anybody however probably the most superior social media skilled who has a complete understanding of their Web page’s viewers. For those who gauge your viewers unsuitable, these kind of posts will fail miserably and are available again to chew you.

A lot of these posts have the potential to create massive scale engagement and in-depth ethical discussions. These discussions gained’t be about your small business (hopefully!) however they may serve to make your Facebook Page a discussion board for dialogue about common points.

Matters which might be usable inside this class embrace sports activities, politics and (normally giant) firms. Take into consideration common opinions held inside your viewers about present points and provides them a spot to vent their opinion on them.

One of the simplest ways to do that is to easily submit the story with out remark. This may hold you from taking a aspect within the difficulty and permit dialogue to happen between customers.

3 Types of Facebook Posts for Tapping into the Anger Emotion

  1. Sports activities controversies resembling selections/actions by referees, staff house owners, gamers and league administration.
  2. Political controversies corresponding to votes on laws and authorities spending.
  3. Wrongdoings by giant and small companies that violate employment, client and environmental legal guidelines.


One factor to remember is that not everybody will all the time have the very same emotion to every submit you make. As universally-liked cats and puppies are, there are some people who find themselves not comfortable to see them. So don’t be discouraged if you happen to get one or two damaging opinions inside your sea of engagement.

Read more: How B2B Marketers Reach Customers Thanks to Facebook

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