Increase conversions using emotions
One of the most memorable Presidential elections in the history of America was driven by a particular force: Emotions. If you thought it was something less than that, consider the outcome of the winner, which took the entire world by surprise.
No matter your politics, misreading the emotions of the voters can end up being a major mistake. While many political columnists noted the emotional reactions to the candidates this year (particularly in wanting to vote for a woman), you’ll find plenty of science behind why emotion exists in politics.
Even so, some politicians underestimate emotions in their constituencies. Arguably, all the Presidential candidates had to play hunches on the emotions of the voters, with maybe the winner understanding them slightly better.
It’s still possible to increase conversions using emotions in real-time.
Let’s look at how it’s applicable to upcoming political campaigns.
The Emotion of Anxiety in Voters
Scientific analysis shows anxiety is one of the top emotions that usually garners the most votes during elections. One reason behind this is anxiety brings out memories of bad things voters experienced in the past.
With this in mind, you can say the 2016 Presidential election was built on the same emotion, mostly about middle-class jobs. However, the anxiety was also about other fears in America, warranted or not.
If the candidates exploited some of the anxiety, did they really design their campaigns around this emotion? One valuable thing we learned about this election is polls are usually wrong and real emotions people feel about a candidate sometimes stay hidden.
Rather than playing hunches in future political campaigns, the technology is available now to read emotions in real-time so campaigns can become agile.
Tapping Into How People Really Feel
When politicians make speeches on the campaign trail, it’s impossible to see the expressions of every person in the audience. Unfortunately, it’s equally impossible to know what every person feels without exacting analysis of the expressions on their faces.
If you’re someone intending to run for political office in the next two to four years, it’s important to read expressions to gauge exactly how they feel about you. Only real-time technology with sensitive cameras truly tell you the truth.
Our use of ECO here at Emotiva uses facial coding software helping you optimize your approach to a political campaign.
Despite our focus on advertising and consulting, politics works almost identically to marketing nowadays. When you consider Hillary Clinton hired a New York advertising agency last year to create political ads, you can see how important emotion is in setting a tone in politics.
Optimizing a Speech or Ad After Reading Emotions
Imagine being able to use the ECO system above while conducting a political speech during your campaign. The same goes with testing audience members who watch your political ads.
This technology gives results immediately and goes to a dashboard where you get thorough metrics on a collective emotional reaction. Having this available allows for agile approaches to politics for the first time. Now you can get a message out there and shape it in 24 hours, saving valuable time while on the campaign trail.
We feel confident this can become the norm by the midterm elections and by the 2020 Presidential election. It’s going to help local and national candidates fully understand the populace when taking guesses is too dangerous in the complex times we’re living in.