With social media, don’t be afraid to get emotional. Some of the most memorable visual experiences are those that found a way to tap into the power of emotion.

Out of 1,400 successful advertising campaigns, those with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content.

Why is this relevant to marketers? Marketers want to build their brand and generate action, and that involves inspiring emotion in your customers and audiences.

Tips to leverage emotion in your social media campaigns:

1. During your quarterly strategy session with customers discuss ways they can show their personality in a vulnerable way that elicits emotion. Have them pick three examples. Causes they care about. Employees they care about. Communities they care about, and plan how you can incorporate their passion into a social media campaign.

2. Use video. Nothing communicates emotion better than video, live or prerecorded. Brainstorm content you can create to showcase the causes or people your company would like to highlight.

3. Post, share, and follow up. When you launch your campaign, make sure all those involved are sharing on their feeds. Company pages have a very limited reach, but personal pages on LinkedIn, FB or Instagram go much farther. Also make sure you follow comments and keep the conversation going.