Brands which communicate in a more personable and human way in social media boost their brand’s impact. Ironically, marketers can now use computers to help them do just that.
In recent study, Kantar Millward Brown analysed 235 global campaigns by 110 different brands run on Facebook and Instagram over the last two years. The campaigns were 80% video, 20% display and all mobile. Computer Natural Language Processing – such as that available from IBM Watson Tone Analyzer* – provided additional analysis of the brands’ Facebook posts.
Brands that performed well from on advertising impact measures were those which used “human” language, tapping into people’s emotions and avoiding functional words and phrases. This applied regardless of industry category, geography, format or the number of creative types used.
Kantar Millward Brown’s Nigel Hollis said that “these findings confirm that a deep understanding and empathy toward your target audience is critical to all advertising success. It does not matter what medium you talk about, people simply respond more readily to a brand when all its communication resonates with their own values, interests and feelings.
“This is perhaps even more true in social media where people go to connect with friends and family not brands, so a brand that communicates more like a friend than a salesperson will likely gain attention more easily.”
* Footnote: A free trial of IBM Watson Tone Analyzer is available here on the IBM Cloud.