Build Video Stories Around Emotion

Brands are getting emotional in their video marketing because emotions compel action, according to Psychology Today. In fact, emotional ads are almost twice as effective as those with only rational content, according to Neuromarketing.

This approach to video storytelling is called emotional marketing, which “refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.”

Some emotions are more effective than others for driving certain types of actions, according to HubSpot:

When creating your videos, start off with a clear vision of the feeling you want your audience to walk away with and how your story will create the emotional undertone that will make viewers want to follow through on your call to action.

A video is worth 1.8 million words, according to Forrester Research’s James McQuivey.

That’s a whole lot of room for story. --- from vidyard