New: 📱 Feed Study #3

Hey there,

For the last four years, I’ve been deep in the trenches as a social media manager.

If there’s one thing I’ve learned, it’s that storytelling and data-driven insights are the backbone of any effective content strategy.

I'm always on the hunt for insights that can move the needle, no matter how small the movement. So when I stumbled across this new report from Hootsuite, I was all in.

Here’s what it says:

- 56% of consumers love content that teaches them something new.

- 55% enjoy content that makes them laugh.

- 47% need content that gets them inspired.

Let’s unpack that for a second.

Take Ryan Air. We don’t love them for their unluxurious legroom and cheap flights, but we do love their blunt, no-nonsense approach on social media. Everyone talks about them, even the Royal family. Wendy’s? Their witty takes on Twitter (I still struggle to call it X) keep us laughing and craving.

Whether we realize it or not, emotion drives so many of our decisions. And on socials, those emotions are often subtle. If you’re not paying attention, you might miss them entirely.

That’s why appealing to the right emotions at the right time is crucial. It builds trust and shows your audience there’s a real human behind the brand—not just a logo.

Let me show you how this plays out with one of our clients:

- When we tell a startup’s story, we’re not just sharing facts. We aim to inspire other founders—whether they’re in the same revenue bracket or aspiring to get there.

- When we share a meme, we’re giving our audience (founders and VCs) a much-needed laugh amidst the chaos of running a business, especially in the African market.

- When we post data-driven insights, it’s not just information—it’s ammunition, arming our audience with the latest trends and stats in their ecosystem.

Every piece of content we create has intention. And yes, emotion.

Take a look at my Notion dashboard for writing this newsletter:

Here are three core emotional triggers we lean into every day:

1. OMG Moments

Surprise is one of the most powerful ways to grab attention. Dropping a jaw-dropping stat or a fact that flips conventional wisdom on its head? That’s an "OMG" moment. It makes people pause and think, “I had no idea!” That shock value sticks—and more importantly, it gets shared.

2. WTF Reactions

Sometimes, challenging the status quo creates the best engagement. These "WTF" moments spark conversation. Whether it’s a controversial take or a counterintuitive idea, these moments disrupt the norm and get people talking, commenting, and sharing. Just remember, your argument has to be rock solid—backed by data or undeniable logic.

3. LOL Content

Who doesn’t love a good laugh? Humor is one of the most shareable emotions online. When you make your audience laugh, you don’t just engage them—you create something they want to pass along to others. Whether it’s a clever meme or a witty remark, humor breaks down barriers and makes your content more relatable.

Pro Tip: Mix It Up

Want to take your content to the next level? Combine these emotions. A surprise paired with humor can get your audience thinking and laughing. A controversial statement backed by a surprising fact? That’s a recipe for viral engagement.

So, the next time you’re crafting content, don’t just aim for clicks. Think about what emotional reaction you want to trigger. Trust me, it’ll make all the difference.

Talk soon,

Darius ✌🏻