Think Beyond Comedy: Use Emotion to Make Your Posts Matter

You’ve all seen them, the forced dance videos, the cheesy skits, the jokes that miss the mark. Businesses everywhere are trying to cram humour into every post, and the result can feel off. When you try too hard to be funny, you risk turning your audience away.

Relying on humour alone is a fast way to wear people out.

Even positive emotions, such as amusement, lose their impact when overused. Social media is about connection, and connection means tapping into a broader range of feelings. The most successful campaigns focus on how the audience feels rather than just being clever.

Why Pure Humour Isn’t Enough

• Humour fatigue sets in quickly. When every post tries to be funny, nothing stands out.

• Forced jokes feel insincere. Audiences sense when content is trying too hard.

• Important messages get lost when the tone doesn’t match the topic.

Tips for Using Emotions Effectively

Know your audience.

Understand which feelings move your followers. Don't just assume the next trend will resonate with your audience. You can learn this by reading comments, looking at your analytics or talking to customers directly. Do they respond to uplifting stories, or do they rally around causes? Are they looking for guidance, motivation or a shared sense of frustration? When you know what matters to them, you can craft posts that speak to those emotions.

Mix your tone.

A funny post can be great, but so can a heartfelt thank you or a piece of advice. Too much of one tone gets stale. Try alternating between lighthearted content and more serious or reflective posts. Variety keeps people engaged and shows the full range of your brand’s personality.

Be authentic.

People react to genuine emotion. When you share real stories and experiences, your audience can see themselves in your content. If a post expresses anger about a local issue, be sure it’s something that truly matters to you and your community. Your passion will come through and invite others to join the conversation. Ask yourself: Would I say this to a close friend? Does this reflect my true values? If the answer is no, reconsider the post.

Ask questions.

Questions spark curiosity and invite discussion. Use them to encourage comments and make your audience feel heard. Open‑ended questions like “How do you cope with slow sales days?” or “What has been your proudest moment this year?” invite longer responses. Be ready to reply and continue the conversation. When you ask for opinions, you signal that you value your community’s voice.

Tell stories.

Storytelling creates empathy and pulls readers in. Use case studies, testimonials or personal anecdotes to illustrate your point. Rather than just saying “we help businesses grow,” tell the story of a specific client: what problem they faced, how you solved it and how they felt afterwards. Stories allow your audience to imagine themselves in the same situation and build trust over time.

Use high‑arousal emotions strategically.

Emotions like awe, excitement and amusement boost sharing. Use them for announcements, reveals or unexpected successes. For example, share a client’s dramatic transformation, the moment you reached a big milestone or a jaw‑dropping statistic. These high‑energy posts can go viral, but don’t overdo them, or they lose their power. Balance them with quieter content that builds trust. Remember, campaigns that evoke emotion perform nearly twice as well as those that rely only on facts.

Monitor feedback.

Pay attention to comments, shares and the sentiment in responses. Are people reacting positively or negatively? Are they taking action? Use analytics tools and your observations to understand what works. If a heartfelt story triggers lots of comments and shares, consider posting similar content. If a sarcastic joke falls flat, adjust your approach. Social media is an ongoing conversation—be willing to adapt.

Putting It Into Practice

Your audience is diverse. Some days, they need a laugh. Other days, they need a connection or information. By tapping into a range of emotions, you create a richer, more engaging social presence. Your posts don’t always have to be funny, but they do need to make people feel something.

When you plan your next piece of content, start by identifying the main emotion you want to evoke. Ask yourself if humour is the right tool for the message or if another emotion would connect better. Once you know the feeling you’re aiming for, craft a post that speaks directly to that emotion and reinforces your point. Finish with a clear call to action, such as asking for feedback or inviting your audience to share similar experiences, to turn a passive scroll into an active conversation.