New: 📱 Feed Study #3

Hey friend,

Let me tell you a story.

For the past four years, I’ve been in the trenches as a social media manager. And if there’s one thing I’ve learned, it’s this: Storytelling and data-driven insights are the backbone of any effective content strategy.

In addition to finding and telling compelling stories, I'm always on the hunt for insights that can move the needle, no matter how small the movement.

Recently, I stumbled across a new report from Hootsuite that caught my attention. Here’s what it revealed:

- 56% of consumers love content that teaches them something new.
- 55% enjoy content that makes them laugh.
- 47% need content that gets them inspired.

At first glance, these stats might seem obvious. But when you dig deeper, they reveal something powerful. That emotion drives engagement.

Take Ryan Air example. No one loves 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. And 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 for me at work:

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.

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

3. When we post data-driven insights, to those outside our audience bracket, it’s just information. To our ICP, it’s ammunition. We are arming our audience with the latest trends and stats in their ecosystem to make informed decisions.

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. So dropping a jaw-dropping stat or a fact that flips conventional wisdom on its head is 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. But remember that your argument has to be rock solid and 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 go beyond engaging them to creating something that 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

Combine these emotions if you want to take your content to the next level. A surprise paired with humor can get your audience thinking and laughing. A controversial statement backed by a surprising fact too can become a recipe for creating viral bangers.

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 ✌🏻