Emotions are used outside of trolls and misinformation to generate buzz and create content that resonates with your audience. Think of all the fake news, memes, and other social media targetted content that has been shared since 2016. Emotion has been used effectively and extensively in social media marketing for the past six years. Emotion can be anger, love, joy, frustration, or confusion. When content has an emotional effect on us, we tend to share it more. While a trigger may seem simple, there are many things to consider when you attempt to create them. The trigger for this memory happens at the wrong time, meaning we often forget to bring the bags when we shop. We all have permanent shopping bags by supermarkets, but we often only remember the bags when we get to the checkout counter. Most people drink cocoa in winter, after a long day. KitKat and cocoa would be a less effective hook because cocoa is a beverage that has a seasonal and timely purchase time. KitKat and coffee work because you buy them at the same counter. It will be ineffective if a hook is triggered at an inopportune time.

Then you have to think about the timing that hook will be triggered. First, you need to find a link that works as an unconscious hook. A trigger may seem like the most straightforward part of the framework. At first glance, this may not seem linked, but when you consider the tagline for KitKat, “Have a break”, and link it in a campaign with coffee breaks, you see where the trigger can become a powerful hook.

Triggers are unconscious hooks that bring our brand, product, or service to mind-for example, KitKat and coffee.

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