We let the facts do the talking.

The Art of Connection and Storytelling

Part 1: Weaponising Emotional Intelligence in Social Media Marketing

“People don’t care how much you know until they know how much you care.”

When it comes to connecting with people, the cliched saying is often emphasised. The unoriginal Theodore Roosevelt adage is usually treated with scorn, as we think it has no relevance—certainly not in the context of something as current as social media marketing.


What if I told you that you have been mistaken all along?

The most significant part of marketing on social media platforms may be an emotional connection.

When it comes to generating purchases, research has shown that connection outweighs all other factors. Within a similar timeframe, users are likely to buy twice as much as their disengaged peers. Studies also indicated a slew of additional benefits that resulted from developing an emotional bond: clients were more inclined to pay attention to your communications and recommend you to their friends. They’d also visit your page more frequently.

So, if the connection is king and people are motivated by their emotions, why isn’t this component of content marketing prioritised?

The truth is that connecting with others takes effort. It is all about creating content with a clear meaning. Some companies have sought to impress users with great design and editing rather than presenting their stories. They believe that the graphics would distract people from reality and that there isn’t much substance to which they can relate. However, emotionally interesting content must revolve around a captivating tale

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. |