Uplifting content matters: How positive storytelling drives consumer engagement

By Devora Rogers , Mindy Nguyen | March 10, 2025

Reading time: 2 minutes

Uplifting Content Matters How Positive Storytelling Drives Consumer Engagement — Uplifting content matters: How positive storytelling drives consumer engagement.

Abstract

Consumers are increasingly enjoying the little bits of positivity they see from brands on their social media pages. Positive storytelling is beneficial to improve audience engagement and to deliver business results.

Research Topics:: Audience Research | Brand Positioning Studies | Consumer Research | Social Media Research
Industry/Market Focus:: Consumers | Research Industry
Content Type: Research Industry Voices

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How uplifting content helps brands connect with audiences

Editor’s note: Devora Rogers is chief strategy officer for Alter Agents. Mindy Nguyen is vice president of partner solutions at GOOD | Upworthy.

The digital world can be exhausting. Social media, which once promised connection, now often fuels outrage and division. People are tuning out, disengaging and looking for something different – a moment of positivity in their feeds. Brands that recognize this shift and embrace uplifting content are improving their image while building deeper trust, loyalty and driving business impact.

Data backs this up. Upworthy and Alter Agents explored the growing demand for positive content and how it effects consumer engagement. In a study of 1,350 weekly U.S. Instagram users, participants interacted with ads in a simulated Instagram feed and provided real-time feedback on brand perception, emotional response and purchase intent.

Consumers are actively shaping their digital experience by seeking out and sharing uplifting content. Seventy-six percent say they seek out “feel-good” content now more than ever. Eighty-two percent are likely to share “heartwarming” content, extending organic reach and amplifying brand messages. Eighty-six percent are more likely to purchase from brands that make them “feel positively.” This presents a major opportunity for brands to be part of a better online experience, by delivering content that fosters positivity and connection.

The research confirms that positive storytelling isn’t just beneficial for audience engagement – it delivers tangible business results. Uplifting content fosters stronger consumer connections by enhancing brand trust, as consumers increasingly expect brands to stand for something beyond their products. Since positive content is more likely to be shared, it boosts organic engagement, increasing brand reach without additional ad spend. It also drives emotional resonance. When brands evoke joy, inspiration or relatability, they create memorable experiences that translate into long-term loyalty.

How to leverage uplifting content

Ensure messaging is purposeful – Content should not only be positive but also align with brand values and consumer interests.
Emphasize authentic human connections – Stories that highlight human experiences perform better than overly promotional messages.
Audit current brand messaging – Assess what percentage of brand content is dedicated to uplifting storytelling and adjust accordingly.
Test and measure impact – Evaluate key metrics such as perception lift, purchase intent and emotional resonance to refine future campaigns.

The takeaway is clear: In a digital world oversaturated with negativity, uplifting content isn’t just a feel-good approach – it’s a strategic advantage and business imperative. The data underscores a fundamental shift: Consumers are actively curating positive experiences. Consumers aren’t just buying products – they’re investing in brands that make them feel good. Brands that embrace this movement will grow and thrive in an increasingly values-driven market.