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Increasing Engagement: What Makes People Click?

Written by:

Kathleen Fletcher

January 25, 2019
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As marketers increase their commitment to content marketing and driving qualified leads to their websites, it is critical to understand how to encourage audiences to action. Ultimately, we want them to engage, whether that’s a “like,” a download or a sign-up.

So what drives people to people “click”?

1. Visuals

Articles with images get 94% more total views and marketers are onto this fact. In 2018, 56% of marketers used visuals in their content nearly 100% of the time, and 88% of marketers said they used visuals in more than 50% of the articles they published.

“Visuals” include graphics, images, videos, charts, photography, and even GIFs and memes. When looking at their marketing strategies for 2019 and 2020, 46% of digital marketers predict that more than 81% of businesses will rely heavily on visuals.

To select the best visuals for your content, find out what resonates most with your specific audience. Test different types of content on website and social. For example, test images of your organization’s employees against regular stock photos. Which photos are making people click? What do their interactions with your brand look like?

2. Emotion

Either your content elicits an emotional response for your audience, or it doesn’t. If you want people to click on your content, you should think about its emotional pull. Content that elicits laughter, amusement or makes people say “awwwww” tends to perform best. Why? Because buying decisions are only 15% logical, meaning 85% are based on emotion.


“What’s in it for me?” is an important question to answer for your target audience. Content should always provide value to those you’re trying to engage. It shouldn’t be entirely promotional or self-serving, or you’ll struggle to appeal to your (potential) customers. Ultimately, your content should be a balance of three types; ⅓ promotional, ⅓ informational and ⅓ educational.

Promotional content is “selfish” – in other words, its purpose is to highlight the products and/or services your brand offers. Informational content, on the other hand, is a mixture between showing and telling; it should serve as an opportunity to showcase your brand’s expertise while providing valuable insights on a topic relevant to your industry. Lastly, educational content is all about informing your audience on the latest and greatest – or what’s #trending.

Final Thoughts

Though there may be other reasons why people engage with brands online, these three are critical to start with when developing content. And be sure to learn from yourself. Look back at recent social media and website content and determine what type performs best on each platform. Finally, when it comes to driving sales, it’s not just about getting people to “click” on your content – it’s about getting the right people to do so.



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