How do emotions drive Influencer Marketing? (And why you should care about it)

Emotion has always played a huge part in influencing the consumer’s decision. For example, a teenager willing to buy its first car would be torn between rational arguments (I don’t need a jaguar to go to the university, it’s better if I choose a smaller car, it will be easier for me to park) and emotional arguments (It looks like the James Bond car, and I like the smell of the leather seats).

Advertisers are always trying to implement this emotional aspect into the products or services they are selling because they know how beneficial it can be. To create this emotion, advertisers generate an emotional link between the advertiser and the product. To maximize the full potential of this emotion, the advertiser resurrects people’s memories to completely draw their attention. This memory can be resurged through many different ways. It can be a scent, an image or even a sound.

[Tweet “Advertisers generate an emotional link between the advertiser and the product.”]

1. Internet generates a wide traffic from emotions


emotions_of_marketing.jpg-900x598Credit: Business 2 Community

Internet has created the first organised market of influence, stimulated by bloggers, key opinion leaders, and teenage youtubers.

The challenge for advertisers is to sell a product that people do not necessarily need and therefore to create an emotional interest that would influence the consumer’s decision. The act of purchasing a product or service is not always rational – emotional marketing is a way to trigger compulsive purchases. Emotions are essential in this scenario because it creates a bound between the customer and the brand, and it will help drive the consumer’s decision.

[Tweet “The challenge for advertisers is to sell a product that people do not necessarily need.”]

To celebrate the 30th anniversary of their popular soft drink, Diet Coke released a new commercial titled “Gardener,” a good example of emotional marketing.

Social networks have also played a tremendous part in disseminating information and creating a world of influence. Information is drifting through various canals and is being squeezed, shaped and outsourced. Social networks such as Facebook, Twitter or Instagram generate a huge influence traffic in a sense that the information is quickly and easily viralized. It creates a network where the information is shared and generates a great capacity of influence because the first message being disseminated is often reinterpreted or changed.

[Tweet “Information is being squeezed, shaped and outsourced.”]

Here is a graph showing the whole internet traffic today.

2. Emotions through influencer marketing

Emotional marketing can fully be integrated through influencer marketing because emotions are used to influence and influence can be used to create emotions. They complement each other. The use of emotions must be seen as a strategy to implement into influencer marketing. Emotions are used through different ways in the scope of influencer marketing. It can be an image, a video, a graph, anything dynamic that would catch the reader’s attention.

Influencers should be considered as the main actors to reach out to an audience and create an emotional link with them. They are the new content disseminators and they can convey emotions through their offers.

DegustCo-blogVisual of our campaign for Degust & Co

[Tweet “Emotions are also influenced by the other emotions being generated.”]

The important aspect to grasp here is that emotions are a way to sell, and it has always been the case – What is changing is the different formats that are used but also the way it is done through influencer marketing. Emotions are also influenced by the other emotions being generated, and this is what makes the process interesting. It also opens new perspectives on how emotions can be used and in which way it can be used.

3. The example of Pokemon Go

Pokemon Go is, directly or indirectly, a good example of emotional marketing. The reason why it is already generating a buzz is because it gathers two generations that literally have grown with Pokemon, it sounds familiar to them and it also brings back a plethora of memories. The game is also playing with people’s nostalgia, with the lost paradise of childhood.

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Initially on Game Boy Color, Pokemon GO is presented the same way than it used to, a good way to stimulate people’s nostalgia.

Pokemon Go also brings people together, It has become a way to share emotions and moments of joy. The game is also revolutionizing our perception of the world in a sense that the emotions of the game are correlated with the emotions of the real world optimizing and transforming the user experience. More importantly, Pokemon Go creates a great traffic of influence due to its huge popularity.

As shown by this graph, Pokemon Go is the most used application on mobile compared to Top Mobile Apps.

These emotions will also help the user choose the influencer he wants to work with. The influencer that will best use emotions will probably be the one that the user would choose.

4. Why do emotions create more interactions with your content ?

To fully optimize the potential of influence through emotional connections, make your audience feel part of something special. There’s different ways to make your audience feel valued, you can:

–  Speak to your audience directly

–  Ask rhetorical question to get your audience thinking

–  Use the audience as an example to keep it interested

–  Challenge it and give them a prize by organizing a quizz for example

This relationship you build with your customer already creates a wide range of emotions that will help you implement a solid influence process through empathy, satisfaction, surprise, interest and pride for example. By solid, it means that your customer will choose you and no one else, let him know that you offer an exclusive experience and that you perfectly know what your audience is looking for.

Articles questioning the audience work really well to create more interactions with your content. “ Hate this headline? You’ll probably share the story ” – this article headline from kissmetrics is a good example of content interacting with the audience.

It is also a matter of trust. Trust is the direct consequence of an effective emotion.

[Tweet “People do not buy products, they buy emotions.”]

As shown by this graph, Facebook posts with a high emotional dimension generate more interactions.

5. Create emotional Content

Emotions are also conveyed through content. If the content generates emotions, it will be more shared and viralized and people will have a greater interest in it. By sharing this content, emotions will also be shared and will create emotional connections between people. To create emotional content, create articles that would resonate through your reader’s minds.

Facebook created a range of emotions through its new emoticons and its new formats. A good way to generate interest and to incite people to interact with the content integrated on the social network.

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As shown by this graph, posts with a higher emotional value has more shares which means that if you integrate emotions into your influencer marketing strategy, your content will be more viralized and shared.



We can see here that emotions vary depending on the language used.


Facebook also uses different formats to optimize the user experience and to influence the reader’s emotion. To get more information about these formats, you can read our article Content Marketing Innovations you can’t afford to ignore (any longer ).

These different aspects point out how important emotions can be in influencing the consumer’s decision. It has always been used to change the customer’s mind because emotions allow to play with its feelings, its aspirations. The important aspect to consider is that the way emotions are used is changing, evolving through different formats, channels, and fields. Influencer marketing is a good example of this transformation. Through the emergence of the influencers, emotions are an integral part of the decision-making process of the user to buy a service and to collaborate with the influencers.

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