Target The Emotion To Drive More Activity In Online Communities

February 20, 2017 Comments Off on Target The Emotion To Drive More Activity In Online Communities

A course student wrote this week switching from fact-based appeals to emotion-based appeals increased participation rates from 36% to 46% overnight.

This isn’t a rare outcome.

Don’t lay out a rational argument to explain why people should participate, use emotional arguments. Use (subtle) appeals to increase their status, be recognized, feel smart, be appreciated, have an impact, make a difference etc….

Try reducing their sense of fear, loneliness, and reduce their jealousy.

You will be far more successful if you stop using rational appeals (connect, share, learn etc…) and move towards themes of hope, fear, joy, anger, loneliness, relatedness etc…to engage people.

In truth, the hard part isn’t deciding the emotion. The hard part is figuring out how to translate that emotion to subtle appeals throughout the entire community. Go through your inventory and update your messaging.

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