Written by Armaghan Khalaj, 2020 Cohort
Emotional marketing is based on the feelings people experience and the significant role they play in our decision-making process. In recent years, they experienced exponential growth, especially in lockdowns when people started spending a lot of time on their digital devices.
During the time of the Covid-19, people are experiencing a lack of fun and entertainment and they need to be surrounded by positive vibes and jocularity. On the other hand, spending more time at home, they explore more on social media. Hence, the combination of these two matters had an incredible impact on social media marketing in Iran, just like any other part of the world.
A very trendy style of marketing in Iran is happening via entertaining pages on Instagram. People who work in this market are not necessarily digital marketing savvy or even experts in terms of design, but they seem so smart and have an incredible sense of humour. Every day, while searching randomly on Instagram, you can see new pages with funny content advertising products or companies. In a very short amount of time, they could earn a vast sum and turn their mid-level lifestyles into luxurious ones.
Some of them are really creative and enticing that even if you are not interested in the products or sponsors in their video clips, you can still enjoy the content. In addition, they need to be up-to-date with the daily news. Most of them reflect the recent news in their content and make jokes about them. Having said that, they are very fast in this matter and whenever something happens after only a few hours you can see a related post on their Instagram accounts.
And it is logical because, for instance in terms of technique, they usually use a very simple method of making them, whether it is a video clip or an animated one in which their characters are very simply designed in 2D.
On the other hand, they mostly focus on the storytelling part and creativity. They make fun of everything. For instance, an interview with a celebrity who brings up some illogical justifications about issues of the day or misleads the audiences about an important topic can turn into a joke and be the concept of one of those Instagram posts. I am not saying that a cancel culture is a good way of marketing, but I applaud being aware of what is happening in society. In fact, trying to positively influence the population with fun ideas is a cool and valuable multi-dimensional way of marketing.