Thomas from Ariyh - 🎓 Don’t sound weak. Use negations
🎓 Don’t sound weak. Use negationsNegations (e.g. no, don’t, never) make you sound more powerful and increase how much people want to engage with (+17.6%) and recommend you (+17.8%)New to Ariyh? Join 12,859 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Storyblok Want to set up an effective content creation workflow? Join Storyblok’s fireside chat with Lisa Gately, B2B marketing content expert from Forrester. Learn about visualization stages, effective collaboration, asset management, and much more. Thursday 1st September at 17:00 CET / 08:00 PST / 23:00 ICT. Want to sponsor Ariyh? Here’s all you need to know. 📢 Last chance: Subscribe to The Marketer’s Newsletter Bundle by 31st August to win $1,000I’ve partnered with 3 of the best marketing newsletters for a special sweepstake. Just subscribe here to all four of us, and you will get:
Only 2 days left, so go ahead and subscribe, the sweepstake ends on 31st August! 📝 IntroTake these two statements:
They mean the same thing. But the second one uses a negation (“Don’t”). Does it make a difference? In an analysis of 7,382 Facebook posts and 8,226 Tweets from 18 top brands (e.g. Adidas, McDonald’s, Bank of America) only 14.7% and 10% used negations, respectively. They are missing a big opportunity. Here is what scientists found by looking at over 53 million social media likes, comments, and shares - and confirming their findings with two controlled experiments. P.S.: Just think of the work that goes into scientific studies like these. How can (the vast majority of) company-published ‘research’ compare with science? Short answer: it doesn’t. Peer-reviewed, published scientific research - despite its flaws - is orders of magnitude better than anything we have. Always turn to scientific evidence for your decisions, when available. Use negations to increase engagement and word of mouthChannels: Messaging | Marketing communications | Social media | Email | Ads | Website 📈 RecommendationUse negations in your social media posts and messaging to increase engagement. Negations are words such as “no”, “don’t”, or “nobody”. For example, say:
People will perceive you as more powerful and want to engage with and recommend you more. 🎓 Findings
🧭 Brought to you by AhrefsI’m proud to have Ahrefs sponsor Ariyh, by far my favorite company for SEO tools (and probably the best source of SEO tips and resources). And if you want to know how you’re doing with SEO, they have a great tool to quickly check that - at no cost. You can try it out below. 🧠 Why it works
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🔍 Study typeOnline experiments and market observation (of 7,382 Facebook and 8,226 Twitter posts of 18 well-known brands, between July 2013 and June 2014) Fun fact: this study used the same social media dataset and text-analysis as this previous insight about the effect of assertive words 📖 ResearchWhat’s not to like? Negations in brand messages increase consumer engagement. Journal of the Academy of Marketing Science (July 2022). 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight?
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