---
title: TURNER Weekly Download 8.1.14
description: No matter the digital medium, tapping into emotion and identity through branded messaging resonates best with consumers and promotes brand loyalty.
---

[Turner | Spin Kitchen ](https://www.turnerpr.com/spin-kitchen)

# [TURNER Weekly Download 8.1.14](https://www.turnerpr.com/spin-kitchen/successful-brand-messaging-requires-emotional-connection-end-tpr-weekly-download-8-1-14)

 Written by [Emily Walsh](https://www.turnerpr.com/spin-kitchen/author/emily-walsh) | August 01, 2014

## Brands Must Pay To Play On Facebook

 The days of [“social by design”](http://digiday.com/brands/jcpenney-facebook/) are long gone as Facebook continues its shift from a social sharing network to a paid-media platform. The use of data and presentation of ads across various devices makes Facebook a powerful paid advertising option. To adapt to these changes, brands must adjust the way they use Facebook in their digital strategy. Social Media Strategist, [Kristina Zelisko](http://www.twitter.com/kzelisko), explains [how](https://turnerpr.com/blog/dont-get-stuck-past-facebook/).

## Branded Content Is Crossing The Line

 BuzzFeed Video is trying to change the definition of branded content by urging consumers to follow sponsored content the same way they follow editorial. As one of the biggest outlets that produces millennial-targeted branded content, [BuzzFeed Video](http://www.adweek.com/news/technology/buzzfeed-video-trying-change-definition-branded-content-159175) is taking sponsored messaging to the next level by tapping into emotion and identity to help branded messaging resonate better.

## Travelers Start Online Before Heading Outdoors

 Endorsements from [public figures](http://skift.com/2014/07/28/mitt-romney-turns-travel-blogger-for-new-medium-post/) and well-known travel influencers coupled with strong, sharable [video](http://skift.com/2014/07/22/how-u-s-state-tourism-boards-use-youtube-to-drive-visits/) content has significantly contributed to the increased visibility of state tourism boards and U.S. National Parks over the last year. Outdoor adventure remains at the forefront of the growing multi-generational travel trend in the U.S.

## The Numbers Are In

 According to data compiled by [Bloomberg](http://www.bloomberg.com/news/2014-07-29/twitter-tops-quarterly-estimates-for-sales-user-growth.html), Twitter’s second quarter user growth saw a 25% increase since last period and sales more than doubled to $312.2 million. Its juicy peer, [Facebook](http://adage.com/article/digital/facebook-makes-62-ad-money-mobile/294295/), also experienced a blow-out quarter, recording $2.68 billion in ad revenue with 62% stemming from mobile alone.

## The Science Behind Viral Content

 The secret to creating viral content may be a bit extreme. No, really. [Contently](http://contently.com/strategist/2014/07/30/6-big-takeaways-from-the-science-of-viral-content/) reveals the formula on how to make digital content spread across the web like wildfire. The key lies in the emotional connection created through elements of surprise and suspense coupled with feelings of joy, interest, anticipation and trust. It’s not as easy as it seems, but when executed well, it’ll prompt people to share it with their own networks.

[View full post](https://www.turnerpr.com/spin-kitchen/successful-brand-messaging-requires-emotional-connection-end-tpr-weekly-download-8-1-14)

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