How to Form Emotional Connections with Influencer Marketing

The choices you make aren’t as rational as you’d like to think. Your emotion plays a big role in influencing your decisions. This emotional factor is perhaps the reason why most people prefer Coke over Pepsi despite the latter winning blind tasting tests. That’s exactly why you should use it to an advantage and tap into your customers’ emotions for marketing your brand and products. And what better way to do this than through influencers?

And what better way to do this than through influencers?

Several facts prove how influencers are a great way to reach out to an audience and form an emotional bond with them. According to Nielsen, 83% of consumers trust recommendations from people they know. Acumen also found that over 60% of people across all age groups would try a brand or product that has been recommended by a YouTuber. The reason behind this is that they trust those people and have a positive attitude towards them. They’ve formed an emotional connection, and they feel like they can relate to them.

Emotional Bonds and Consumer Behavior

Before we get started with how influencer marketing and consumer emotions are intertwined, let’s take a look at how emotion plays a role in consumer behavior. According to Antonio Damasio, a neurology professor at the University of South California, emotion plays an essential role in almost all decisions. Psychology Today published an article regarding his findings, which are documented in his book Descartes Error.

Damasio says people associate certain emotions with previous experiences. They then use these emotions to give value to similar experiences they face later on and then make a decision based on those emotions. According to the article:


  • fMRI neuro-imagery reports shows that customers primarily use emotions rather than information when evaluating brands. Emotions may refer to anything from personal feelings to experiences. Information constitutes factors like facts, features, and brand attributes.
  • An ad’s content doesn’t have as much influence on a consumer’s intent to buy as compared to their emotional response to the advertisement. The difference between the impact of emotional response and ad content is at the ratio of 3:1 for television commercials and 2:1 for print ads.
  • Emotion likeability plays the biggest role in whether an advertisement will increase sales for a brand. This means if someone views an ad and experiences positive emotions due to the ad, it’s highly likely that they will make a purchase.
  • The influence of positive emotions on a consumer’s loyalty is far greater than that of trust and other brand attribute-based judgments. So even if you find a brand trustworthy, and you feel their product has great features, chances are you won’t buy from them if you associate negative emotions towards the brand.

It’s clear that a brand is only as good as the consumer’s mental representation of the brand or product. If this representation is only made up of certain attributes like features and pricing, the consumer doesn’t have any emotional links towards the brand that will influence their preference and action. Positive emotional content in the mental representation will not only encourage sales, but also drive loyalty.

6 Successful Influencer Marketing Tips with Emotions

Understanding how emotions play a role in consumers’ purchase decisions is only the first step. Now comes the hard part — getting customers to connect with your brand and products on an emotional level. This is where influencers come to play. The importance of influencer marketing is evident in all aspects of a brand’s performance such as conversions, engagement, and brand awareness. It’s equally effective in creating an emotional bond between consumers and brands.

People might have never heard of your brand, but they know certain influential individuals. They’ve identified with them, trusted them, and formed an emotional connection with these personalities. So you can make the most of their influence to get consumers to associate positive emotions with your brand.

Here are a few tips and ideas to help you out:

#1. Forget Big Influencers

The bigger the influence, the more exposure your brand gets. This is where a lot of marketers go wrong in choosing influencers for their brand. This is because exposure doesn’t automatically help you create emotional bonds with consumers. If you’re looking to just create brand awareness for the time being, top influencers may be a great idea.

When you’re looking to form emotional connections, however, you need to focus your efforts on mid-level niche influencers. They could be bloggers or YouTubers related to your business with good engagement and fan following. Unlike big influencers, mid-level influencers often have the time to engage with their audience. For instance, a food blogger may be of much greater help than a celebrity chef in promoting your online grocery store.

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