Video has become a powerful tool for businesses throughout the years. In fact, one survey found that while only 33% of marketers felt that videos gave them a positive ROI in 2015, a staggering 87% feel this way in 2022. This means that a lot of brands must be putting out more videos than they ever have before, and it certainly seems that way. On some websites, it’s hard to avoid a video popping up somewhere!
Indeed, videos can be great for business, but that’s only if they’re getting a good number of views. With so many brand-related videos dominating the Internet these days, it can be difficult to get yours to stand out from the competition. However, there is one major element that often separates the successful videos from the unsuccessful ones: emotion.
By invoking a strong emotional response from your viewers, you can create certain associations with your brand and make an impression that lasts long after the video is over. Let’s take a look at how to create videos that evoke emotion in your customer.
Understand the Emotional Triggers of Your Target Audience
Taking the time to really identify and understand your audience is an important first step in any marketing strategy. You need to know their motivations and emotional triggers if you’re going to attempt to play on them through video.
For example, maybe your brand sells coffee. If your target audience is parents, maybe you’ll find that they’re most likely to have an emotional response to family-related videos. You can then create a video that involves them sitting down to coffee while they’re enjoying their kids’ company, or something along those lines. Learning about your audience’s triggers is key to evoking emotions through video.
Use Color Strategically
Believe it or not, color can have a significant impact on our emotions. In fact, one study found that hues like blue-green and red-purple were associated with more pleasant emotions, while green-yellow and yellow proved to be the least pleasant.
If you want to use color to help evoke emotion in your videos, then familiarize yourself with color psychology. You can then use that knowledge strategically in your videos to promote or enhance certain emotional states.
Tell a Story
People have been telling stories for generations, and for good reason. It’s often an effective way of sharing knowledge and information about something in an entertaining way. Think about it: would you rather learn about a product through a video that just rattles off product information, or one that works this information into a unique and compelling storyline?
Yes, it may take a little more work and creativity on your part, but this type of engaging content may very well be worth it in the end. Focus on creating a story with a clear beginning, middle, and end to captivate your viewer and take them on an emotional journey. By the end of the video, they’ll likely have a lasting impression about your product and brand.
Need some help creating emotional video content? Contact us today at BFresh.Media to discuss your next project!
