The Simple Messaging Shift That Boosts Engagement
The Simple Messaging Shift That Boosts Engagement
Most social media posts barely make a dent in consumers’ feeds. On average, Facebook brand posts engage only 0.07% of a brand’s fans. Marketers invest billions trying to grab attention, but most messages are ignored.
New research entitled “Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement” by Todd Pezzuti, published in the Journal of the Academy of Marketing Science (JAMS), reveals a simple, evidence-based solution: use words that highlight the gap between where consumers are now and where they want to be. This small linguistic shift makes messages feel personally relevant—and relevance is what drives engagement.
Speak to What Consumers Want and What Could Be
Humans are naturally motivated by discrepancies—the difference between their current state and their desired state. When marketing messages subtly point out this gap, they resonate more deeply. People feel the message is speaking directly to them, which makes them more likely to react, comment, and share.
Consider these real-world examples:
Nike: “Woven for wherever you want to go.”
Uber: “We all wish every day could be payday—and now it can be.”
Amazon: “Dress for the job you want.”
About the Research
Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement
Journal of the Academy of Marketing Science (JAMS), 2023
Authors:
Todd Pezzuti
Full Citation:
Pezzuti, T. Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement. J. of the Acad. Mark. Sci. (2023). https://doi.org/10.1007/s11747-023-00983-x
These words do more than describe a product. They activate a consumer’s internal dialogue about what’s possible or missing in their life—and your brand steps in as part of the solution.
The Words That Work
For his research, Pezzuti analyzed over 13,000 Facebook posts from 17 product categories, spanning major brands like Nike, Amazon, Uber, Pampers, and Google. Posts containing discrepancy-specific words consistently earned higher engagement—more likes, shares, and sometimes comments—even after controlling for factors like sentiment, length, readability, brand differences, and message format.
Follow-up controlled experiments confirmed this isn’t just correlation. When the same message was rewritten to include discrepancy words such as could, should, wish, want, lacking, or desire, consumers rated it as more engaging and relevant than nearly identical versions without those cues. Even subtle tweaks, such as replacing “shall” with “should” made a measurable difference.
Additional effective words include: hopeful, must, ought, expect, regret, prefer, inadequate, and yearn. Each taps into the mental gap between “what is” and “what could be,” nudging readers toward interaction.
Why It Works: Relevance is Everything
Messages that use discrepancy language are perceived as more personally relevant because they connect directly to a consumer’s goals, frustrations, or aspirations. Decades of research shows that relevance increases the perceived value of information, making people more interested and more likely to act on it.
The process is straightforward:
Discrepancy words make a personal goal salient (e.g., more freedom, better health, a dream job).
The message feels tailored to the individual.
This heightened relevance makes people more likely to engage, share, and interact with the brand.
When It Works Best
Not every audience reacts the same way. Pezzuti’s research found that this approach is most effective among consumers who feel a lack of personal control—for example, job seekers, those navigating life changes, or people experiencing chaotic environments. When people feel less control, they focus inward, scanning for information that might help them regain it. Discrepancy-focused messages grab their attention.
For audiences who already feel in control, this technique has less impact. Context matters: if your message addresses people seeking solutions, improvements, or a path to change, these words are especially powerful.
Key Takeaways for Marketers
Use discrepancy words deliberately. Integrate could, should, wish, want, lacking, desire into posts, CTAs, and headlines to spark engagement.
Tap into aspirations and unmet needs. Frame your offer around the gap your product or service closes.
Segment by context where possible. This approach resonates most with audiences seeking change or empowerment.
Test the nuances. Words like should suggest urgency, while could signals possibility. A/B test different word choices, tones, and audience segments to see what works best.
Apply beyond social media. Message relevance drives action across channels—website copy, emails, product reviews, even internal communications or public health campaigns can benefit from this approach.
From the Authors
What marketing challenge(s) does your article address?
Engaging consumers on social media. Getting consumers to like, comment on, and share content posted on social media.
What companies/organizations/industries will benefit from your findings?
Any organization that is posting content on social media, from small startups to Fortune 500 companies.
How and to what extent may this research benefit these companies or industries?
Large companies can get more people to like, comment on, and share the content they post on social media. Among the popular brands analyzed in the paper, messages that used words commonly used to communicate discrepancies (e.g., could, should, lack, wish, want) generated around 1,000 more reactions than messages without these words.
How can the recommendations from your findings be implemented?
They can be implemented by rewording social media posts to include words that communicate discrepancies, such as could, should, lacking, want, wish. For example, the statement “Designed for wherever you are going” could be rewritten as, “Designed for wherever you want to go.” A brand promoting their rewards program could use language that highlights a discrepancy, e.g., We wish everyday could be payday.
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