As more brands fight to stand out on the uniform social media feed, it has recently been noted that there has been impactful negative content being produced in order to gain attention.

Pinterest have addressed this matter in its new guide, which focuses on the wellbeing of its audience and how positive posts can have a bigger impact.

In its new guide they focus on creating a positive online environment and how ads will have better results if they are portrayed positively.

In this article we are going to summarise the key points to take away, as well as provide you with some shocking statistics. 

  1. The Impact Of Negative Content

Negative comments online can impact content creator’s confidence massively and sometimes it can be difficult to know how to deal with them.

According to Pinterest they quote: “Anger and divisiveness may encourage people to scroll (and troll!). But they don’t get people to buy”.

So, while negativity may catch people’s attention, it doesn’t mean they will necessarily engage or act upon this type of content. 

So, what’s the point?

2. Positivity Has A Bigger Impact

In the new guide, Pinterest reveals an interesting and worthwhile statistic to take on board. 

“6 in 10 agree that they are more likely to: remember, feel positive, trust and purchase” when faced with positive marketing.

All of these behaviours are every businesses goal. 

Positivity can be simultaneously laced into creative content online to make it more relatable, approachable and pleasant to engage with. We want consumers to feel inspired, take action and improve their well-being. 

Removing negative associations with the internet will make it a more inspiring place, and as Pinterest points out – positivity will reap rewards. 

3. Consumers Will Lose Trust

The guide also points out how consumers will begin to lose trust and interest in a company that displays negative, hurtful and impactful content. In the guide it was stated that “60% agreed that some parts of the internet feel scary”. 

Companies hold great power which can be used to post content which will reach thousands of people. With this, comes the increasing fight to stand out.

However, as this guide points out, standing out amongst the crowd should not be demonstrated through the act of negativity. Companies will decrease their following rapidly unless changes are made to the tone of voice they display. 

4. Feel Good Content Is The Answer

People use the internet to be entertained, inspired and educated. Following Pinterest’s new guide, it has been made apparent that some companies are going in the opposite direction.

Make people laugh and smile at their phones, rather than risking losing consumers due to negative content companies put out online. 

Whilst this advice may be well and truly over-due, it is still relevant. With positivity comes power. 

Do you agree that positive content helps with trust, awareness and sentiment? 

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