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Emotional Intelligence in Social Media Marketing


What stories should content marketers tell?

A thumb rule for good stories is that they should be short and to the point.

The most successful postings typically include a simple background, rudimentary editing, and a compelling message expressed through a sympathetic anecdote. You can have a lot of followers, but you’ll never generate any sales until you communicate and relate to those people on a deeper emotional level.

When it comes to storytelling, science supports the relevance of character-driven narratives. They produce the greatest amount of oxytocin. Whether you talk about yourself or utilise someone else’s experiences, your stories should always revolve around a character.

Stories must hold the audience’s attention in order to be effective. People are turned off by boring stories. A narrative that is engaging is one that is full of suspense and surprise. The events must build to a peak and then please the listener with a satisfactory resolution.

If you’re having trouble coming up with comparable items, examine your foundation story: How did your company come to be? Why did you decide to launch your website? Why do you currently represent the brand that you do?


Of course, some sceptics will talk about stories of failures —for example, an Instagram star who couldn’t sell 36 shirts to her 2.6 million followers—as a ‘proof’ that social media marketing is over: the bubble has burst.

Perhaps the true cause of so-called flops is that much of what we see is an illusion. According to reports, up to half of all Instagram influencers may be engaging in fraud, with 45 percent of profiles being false.

To generate appealing marketing content, you must first establish a genuine relationship with your audience. You must comprehend how they live and what is important to them.


Unsurprisingly, there will always be some who rely on would-be influencers’ anxieties, convincing them that there is a hidden technique to attract followers. This, however, is proverbial fool’s gold.

There is no such thing as a shortcut in life, just as there is no get-rich-quick plan that can substitute sheer hard effort. Self-proclaimed experts, on the other hand, will promote hash-tagging and engagement groups.

These are effective, but only when utilised strategically. If there is a secret to social media marketing, it is that you must continually provide high-quality content. This content must then be viewed by your intended audience. Perhaps the easiest method to accomplish this is through sponsored advertisements or shout-outs.

Of course, there are those who gain from the algorithm. This is particularly true for emerging algorithms like TikTok, Reels, and YouTube clips. True overnight achievements, however, are likely to be in the minority. Often the true algorithm winners are those who have amassed a library of accomplished material over time.


In summary, success as an influencer may be attributed to four major areas:

1) Make an emotional connection with your audience by creating relevant, character-driven stories with a message.

2) Ignore suggestions for odd hashtags or growth hacks. There are no quick fixes.

3) Concentrate on providing interesting content and growth will follow.

4) Find the suitable audience; this may need the use of advertisements.

If this were a recipe, the last step might be to just add ingenuity. There is no one-size-fits-all solution. You must forge your own path, utilising your skillset and recalling the stories that have shaped your life.

Andrey Demiyanov is Business Development & Market Research Executive at Cicero & Bernay Communication Consultancy, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |