In social media advertising specifically, we often encounter two approaches —rational product features and emotional storytelling—. Which one resonates and ultimately, converts?
Product features: a rational approach that helps conversion
At its core, advertising serves to inform and persuade. Clear, tangible product attributes give consumers a rational basis to justify their purchasing decisions. Material quality, craftsmanship, ergonomic design, and sustainability features are important when buyers are in the consideration phase.
Many furniture brands rely heavily on product specs as copy for their ads: "Solid oak construction," "Ergonomic design," "Sustainably made". While these attributes are important, they fail to evoke the emotional response that actually drives purchasing decisions. In a landscape filled with beautiful imagery, product specifications are easily overlooked and blur together.
Emotion: the true driver of purchasing decisions
But furniture is more than just functional; it's an extension of personal style and a reflection of lifestyle aspirations. Several studies in behavioral psychology over the years have revealed that people make decisions based on emotion first and rationalize them later. Social media, with its combination of copy, powerful visuals, video and music, is a natural space to make an emotional appeal.
Consider the example of a simple text overlay static ad that reads: "The Oslo Sofa: solid hardwood frame and performance fabric upholstery”. Now imagine the exact same ad, with an emotional approach to copy: “The Oslo Sofa: suitable for wine spills, dance parties, and furry friends”. While the former is factual, the latter conveys the exact same information (ie. durability) but also triggers an emotion in the viewer: it suggests how great and fun life could be around this product. If you purchase this sofa, you can have friends over, snuggle with your dog, or have fun jumping with your kids. All of these subtle ideas are putting you in a positive emotional state that predisposes you to want to learn more.
Striking the Right Balance
The most effective social media ads don’t choose between product features and emotion—they integrate both. A feature-driven ad gains memorability when framed within a compelling narrative. Meanwhile, an emotion-led campaign still needs product context to convert interest into action.
The path to conversion isn't a simple choice between logic and feeling. Rather, it's a carefully orchestrated dance where product features and emotional resonance move in harmony. While the rational appeal of material quality and design specifications provides the necessary foundation for informed decisions, it's the emotional connection that truly ignites desire. By weaving compelling narratives that showcase how furniture enhances lives, fosters cherished moments, and reflects personal aspirations, brands can transcend the limitations of mere product descriptions.
