Emotion is what makes content marketing strategies to work and make an impact. One of the biggest trends in video marketing in 2015 is the rise in heartfelt, emotional content. It is important to strike the thin balance between logic and emotion, the head and heart, if our emotional content is going to make an impact in our marketing efforts. Let us delve into how to use emotional content in our marketing strategies:
When a consumer connects with an ad at an emotional level, they tend to associate that emotion with the brand in question. If the emotion is positive, the association with the brand sticks. This helps in brand recognition among potential or existing clients. It is possible to leverage the power of emotion, something that bigger brands are already doing. Here are some of the effective ways in which you can create emotive content:
1. Using authentic human experienceAs you aim at creating emotive content, it can get very tricky as your audience may feel that your content is 'manufactured'. The best way around this is telling true and real stories which draw on real, human experiences. This way, your story becomes inspirational.
For instance, in 2014, Sainsbury, a giant UK supermarket released a commercial that celebrated the 100 year anniversary of Christmas during World War One. In 1914, British and German soldiers called a cease fire to celebrate Christmas. The commercial shows soldiers exchanging gifts, playing soccer and celebrating Christmas. This resulted in very many emotional responses from viewers. It led to the company selling 5000 bars of chocolate every hour and the proceeds went to support the Royal British Legion.
Do not put pressure on yourself and your marketing team in a bid to create an emotional impact in your video marketing. If you tell real stories, there is definitely going to be some emotional impact. What are some of the honest stories that you can tell? How your company was founded, the vision that drives it, your company’s culture, and some of your best clients.
2. Using a positive toneWhen it comes to content marketing, positivity outweighs negativity. A recent study showed that one’s mood affected how they responded after receiving information via video. This means that you need not pass a negative message via your video. If you do, the negativity will make your viewers dislike the content of your video. For instance, do not create content that demeans competitor brands, and that glorifies your brand. This will ultimately ruin your brand’s reputation.
Further research shows that videos that are designed to trigger negative emotional responses in the audience, especially emotions of anger, closed their minds from making strategic decisions. Those designed to trigger positive responses in their audience opened up the viewers’ minds to make strategic decisions. Negative videos will not result in any buying decisions from viewers. Positive videos trigger different emotions from what the viewers felt before watching the video. This opens their minds to make decisions like sharing, retweeting, commenting and liking.
The rule of thumb for content marketing here is that it is better not to say anything at all, if you cannot say something positive. Focus on what makes your service better, without calling out the competition, or painting a picture of pain points.
3. The balance between logic and emotionLogic involves presenting details about the product to the consumer. This allows them to see practical reasons why they should buy the product. An important thing to note in video marketing is the fact that it is more effective to reach your audience via an emotive message. However, do not sacrifice factual information for the sake of emotion. Remember, logic is cold and mechanical if it is not accompanied by emotion, while emotion that is not accompanied by logic is fluff.
A good example of the balance between logic and emotion would be highlighting a certain stereotype (logic), via providing passionate explanations that your brand aims at correcting (emotion). You need to strike a balance between logic and emotion as you tell your story. If your brand is solving a problem, or changing people’s lives for the better, tell your audience how you are doing it via combining hard facts with emotionally driven anecdotes.
To effectively strike this crucial balance, you need to know your brand’s identity, audience and niche. Video is able to portray human emotions, evocative imagery and visual humor. To fully utilize this potential, you can use techniques like 3D animations, timelapse photography and architectural flythroughs.
The logical sandwich comes in handy here. This is where you present an emotively charged problem at first. This grabs the viewers’ attention. You then follow it up with an explanation of how the product helps them, and then you return to the initial emotive theme.