Understanding the Consumer Mindset

I have been wanting to write about this for a while...as we reached the end of the year in 2024, I was reflecting on our teams trajectory.

The success of Kindness with Amy in reaching 30 million people per 90 days with incredibly high engagement is a powerful example of how targeted, emotionally resonant messaging can spark significant interaction, even on a niche topic.

Let's break down how and why this works so effectively...and how these principles can be applied to anything you’re marketing.

1. Identifying a universal, yet niche, emotional hook

The first thing that stands out about Kindness with Amy is that it taps into a core human emotion: kindness. Kindness is universally appealing, but it’s also often underappreciated or overlooked in day-to-day life.

People have a natural desire to feel good, to be part of something positive, and to make a difference. So, even though kindness might seem like a niche topic, it’s tied to fundamental human values like empathy, connection, and generosity, which everyone can relate to.

Key takeaway for your marketing: Identify an emotional core...like health for example...that resonates universally, but focus it on a specific, niche angle that makes it feel fresh and unique.

2. Creating shareable & authentic content that sparks emotional responses

Content for your brand should be content that encourages people to share with their own communities. High engagement doesn’t happen just because people like something...it happens when people feel compelled to share it because it makes them feel something deeply.

Whether it’s a heartwarming story, a surprising act of kindness, or a compelling video, people want to pass along content that reflects their values and can also elicit strong emotional reactions in others.

Example: A video showing a cow having her baby taken away, with easy to follow non-attacking messaging performed extremely well on our page. This video spread awareness for people not to drink milk, in a not so off putting or direct way - no 'preachy' feeling.

Key takeaway for your marketing: Build shareable content that triggers positive emotions (joy, hope, inspiration) or invites people to participate in something bigger than themselves. Emotional content is more likely to go viral because it makes people feel connected to others.

3. Engaging through call-to-action (CTA) and community building

Another reason Kindness with Amy has such high engagement is because it involves clear calls-to-action (CTAs) that encourage the audience to interact. Whether it's asking followers to share their own acts of kindness, comment on a post with their thoughts, or vote in a poll, we are creating a conversation...not just broadcasting a message.

High engagement often comes from encouraging the community to become an active participant in the content.

The more people feel like they belong to the conversation, the more they engage.

Key takeaway for your marketing: Use CTAs that encourage people to engage directly with your content - for example a poll with a question Building a sense of community amplifies interaction.

4. Leveraging positive social proof and user-generated content

High engagement is also fueled by the power of social proof. When people see that others are participating, sharing, and interacting, it creates a bandwagon effect. This social validation not only validates the message of kindness but also demonstrates that others are already involved, which drives more engagement.

Key takeaway for your marketing: Encourage your followers to create content around your message and showcase that content to build credibility and increase engagement. People trust content created by other consumers over brand messaging.

5. Sustained, consistent engagement with content

We don't just post once and wait for the engagement to roll in. High engagement is often a result of consistent, ongoing interaction with the audience. By regularly posting, responding to comments, and staying present in the conversation, we keep the audience’s interest alive. Some of our posts don't always work....and some do!

When the content feels like part of an ongoing, evolving narrative, followers are more likely to continue engaging with each new post. They don’t just follow the page...they participate in it.

Key takeaway for your marketing: Consistency is key. Stay present in the conversation, post regularly, and offer fresh content that keeps people engaged. The longer people stay involved, the more likely they are to act on your message.

6. Leveraging data to personalize content

One of the reasons Kindness with Amy can spark such high engagement is by learning what resonates with the audience and then tailoring content based on that data. Whether it’s through analyzing which posts perform best (likes, shares, comments) or identifying patterns in the types of stories or topics that elicit the most interaction, data-driven marketing helps ensure that content is always on point.

Example: If posts about “kindness in the workplace” are getting a lot of engagement, we might post more content related to this theme. Similarly, if a particular style of video—say, heartfelt, narrative-driven videos—performs well, we might create more content in that format.

Key takeaway for your marketing: Continuously monitor what’s resonating with your audience and refine your content strategy based on those insights. Personalized content feels more relevant and can drive even higher engagement.

By focusing on these core principles, understanding your audience, tapping into universal emotions, and building community engagement; you can achieve similar results with any marketing campaign, no matter how niche the topic.

And most importantly, have FUN with your marketing!