Humans are emotional creatures. Why, just this morning we started crying while watching a diaper commercial. This is good news for marketers (the humans being emotional part, not the crying over a diaper commercial part) because savvy marketers can use human emotions in their marketing campaigns. Emotions play a huge role in our decision making process, probably even more so than logic and reason.
When it comes to video marketing, these emotions are more easily invoked than by a still image or words alone. With video, you can really put all the elements together — visuals, music, good writing — and conjure up the emotions you need to help viewers make a decision about your brand. (Namely, the decision to engage more and give you money at some point.)
Let’s look at the eight most important emotions that your business videos can trigger for them to be effective.
People love watching videos that make them feel good and put a smile on their mug. Smiling and laughter helps them rid tension and forget about any problems they may have. Everyone wants to be happy (that’s why a good sense of humor is so important in a significant other) and videos that can evoke feelings of positivity, joy and affection along with some laughter are always a good bet for a company.
Remember those Android “Friends Furever” videos from a few years ago with the unlikely animal friends? They were so cute and gave us such feels. You could heat a house with the warm, fuzzy feelings they generated.
You know what’s really good for making people feel happy? Animation. Just sayin’.
Also not quite an emotion, but we’re on a role, so we don’t care. Marketers will try to trigger uncertainty to make people stop what they are doing and engage in a little self-reflection. Environmental videos often do this to try and get people to think about their actions and how they affect the earth.
For a lighter example, check out Adobe’s Do you know what your marketing is doing? campaign from a few years ago.