The Power of Emotional Influencer Marketing

emotional influencer marketing

The use of emotions in influencer marketing, also known as Emotional Influencer Marketing, is one of the oldest tactics brands have employed since the rise of marketing in Thailand and Southeast Asia decades ago. But this old practice has gained a new face in the past few years.

As marketers found influencer marketing way more effective than other types of marketing, they began turning to influencers to use their power over the audience’s emotion. As mentioned in the past articles, the strong connection between influencers and their followers is what makes influencer marketing stand out from passive digital marketing methods.

Why should brands employ emotional Influencer Marketing? There are several benefits to it:

  • Affects customer’s choice and it is a lot more effective than rational marketing.
  • Sticks to memory because it is easier to remember what has touched your heart.
  • Makes your post more shareable and that means more engagement and reach.
  • Creates loyalty in other words, the customers connect with you on an emotional level and are willing to reciprocate with their loyalty.

Emotions to Trigger with Campaigns 

In emotional marketing, by triggering strong emotions, you can build a connection with your customers. But what are these emotions? In what ways are they used in influencer marketing campaigns in Thailand? Choosing the right emotion to channel through your content is extremely important; It has to match your campaign’s voice and tone, and your influencer marketing goals.


As one of the most powerful emotions human beings could feel, it surely has a great impact on your viewers when applied to your emotional influencer marketing campaign. Keep in mind that you don’t need to create a tragic image for your emotional influencer marketing campaign to work. You can use influencer marketing to trigger fear by pointing out the sustainability, animal cruelty, and dangers of using alternative products, which could be suitable for beauty and food campaigns. Another simple application of fear is the usage of countdowns for your sales or product launch to make viewers take quick action.


This is the emotion everyone’s seeking, especially in Covid-19 and post-Covid-19 times. You may show how the product is the customers’ companion in happy times through influencer marketing. You can also challenge the consumers to share their happy moments with it and repost them. This is a great way to increase engagement and also creates a friendlier and more organic image. Additionally, Thais and Asians as a whole are captivated by lighthearted yet humorous stories. 


This is also a strong emotion for a very obvious reason. People experiencing anger feel the need to be heard more than others. This is your chance to be their voice with the use of emotional influencer marketing.

For instance, many brands that produce female products introduce feminism and gender equality as their core values and start a conversation over these topics through influencer marketing. These brands are challenging taboos by trending related hashtags and having their followers participate in sharing and take the lead.


This is a familiar way of using emotional marketing that most brands have tried in their campaigns. Irresistible discounts and “Buy one, get one free” sales are good examples of how brands are triggering greed in consumers. By combining this emotion with the fear of losing the chance, you can achieve the maximum result from your influencer marketing campaign.

Leveraging this emotion works quite well for Thais and Asian consumers, particularly during special occasions such as New Year’s, Christmas, and country-specific festivals.


Last but not least, a sense of belonging might just be one of the most precious emotions people can feel. The primal need to feel included in a community was planted in us since the beginning of tribal life. Many marketers are trying to target this need by building a niche community that their consumers can join and share the same interests.

The feeling of belonging to a group can create a bond between the consumers and the brand, strengthening their loyalty and advocacy. Thais and Asians put family, friends, and those close to them in high regard. In order to effectively win their hearts and minds, brands should focus on fostering close-knit online and social media communities representing shared values and experiences.

Emotional Influencer Marketing Tips To Appeal To Thai Consumers

  1. Micro influencers: when it comes to influencer marketing, it is essential to know which tier matches your campaign goal. With emotional influencer marketing, go for fewer followers and more engagement on the influencer’s platforms.
  2. Storytelling: think of a heartwarming story; how your brand was created, how it has helped people, and how it gained its values. influencer marketing comes in handy since you will need someone to tell and spread these stories.
  3. Be careful and be honest: remember that you need to tread lightly with feelings. You can’t play too much with one’s emotions, it will work vise versa. 
  4. Let influencers rule: for your emotional influencer marketing campaign to go smoothly, give your influencers the freedom of speech. Let them express themselves in their unique style. Don’t put too many limitations on your strategies if you want them to connect with the audience effectively. These creators know their audience’s interests and emotions better than anyone else.

About Influencer House

Influencer House is the most tech savvy influencer marketing creative agency that blends sheer creativity and storytelling with data analysis, machine-learning, and AI technology that truly guarantees results no matter what your objectives are.                                                

Interested in knowing what Influencer House offers for your campaign? Visit www.influencerhouse.co.th or send us an email at inquiries@influencerhouse.co.th 

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