Positive tones and joy ensure advertising success
Empathy and positive messages are very important in digital campaigns for the BFSI sector—banks, financial service providers, and insurance companies—as a study by Instoried shows. The company evaluates the emotional content of the messages, their tone, and the relevance of the written content.
"In recent years in particular, we have recognized that emotions play a major role in consumer decision-making," the study states. There have already been several studies that have focused on the effects of empathy on consumer purchases. However, the effects of empathy in digital marketing have not yet been investigated.
Instoried analyzed ads and social media posts between January and May 2021 using its proprietary sentiment tool, which is capable of displaying the percentage of different tones and emotions in a provided text. Included were 500 ads on Google placed by various companies from the BFSI sector and 5,000 social media posts from the same sector and the 'likes' they received.
Positive tones and joy
The sentiment tool uses artificial intelligence (AI) to detect the percentage of positive, negative and neutral tones in each piece of text. At the same time, the tool can also display the percentage of emotions such as joy, anger, fear, sadness and surprise. By simply inserting a text into the tool, tonality and the emotional quotient can be checked. This data was cross-correlated with the associated likes and the number of views of the corresponding messages.
The emotion evoked by the most successful ads was joy. Surprise was the worst received. The prime example was the Indian insurer ICICI Prudential Life. It received the most likes on Instagram and Twitter. The dominant tone was positive and the dominant emotion was joy. (pte)
