In order to design a video production to succeed in this day and age, you need to find the right balance of logic and emotion, and for more on that, check out this post, Finding the Perfect Balance of Emotion and Education in Video Production.
The point is, the biggest and best brands understand the need to use emotion to hook viewers in so that they get the chance to inform and educate, but they also know that if you’re too heavy handed with it, it could backfire and either turn viewers off or simply end up misleading or confusing them.
Now, we’ve been in NY and NJ video production for a long time and it’s our business to keep an eye on what’s working and what’s not, so let’s take a look at how some of the more successful big brands use emotion in their videos so that you can achieve the right balance in your video production efforts.
1. They’re authentic.
Perhaps the biggest potential risk when trying to infuse your commercial or corporate video production with some emotion is ending up with a video that feels contrived or cheesy. Do that, and your viewers will lose trust in your business fast.
So, how do some of the bigger brands avoid doing that? They create authentic stories, that’s how.
It’s fairly simple really; if you don’t want to come across as cheesy or phony, you need to tell true stories and draw on real human experiences that viewers will be able to actually relate to.
Whether you tell a historical story that ties in with your brand or message, show real people sharing their stories, tell your company’s origin story, etc., the point is that rather than trying to force an emotional impact, concentrate on telling true stories and let them do the work.
The only way to really draw viewers into your videos and get them fully immersed in the experience is to provide them with visual content they can relate to and connect with. So, draw on real human experiences and tell honest stories rather than trying to fabricate false feelings.
2. They keep it positive.
Another one of the common mistakes businesses make when trying to evoke some type of emotion through their corporate or commercial video production is that they strive to achieve the wrong emotional tone in their videos.
Nobody likes a smear campaign, so if you create a video infused with anger or aggression toward something, whether it’s a competitor or something else, it won’t have the kind of impact you’re hoping for.
If your video has a negative tone, it will infect the mood of viewers and close their minds to further action, and they’ll associate that negativity with your brand after watching the video.
That’s why the brands doing it right, rather than aiming for an angry or aggressive tone, strive for a positive, uplifting, perhaps even humorous tone instead. They aim to inspire hope and optimism rather than anger and alienation.
Just try not to focus on what your competitors do worse than you, but what you do better. That way, viewers will carry a positive feeling away from your videos and that’s the emotion they’ll associate with your brand moving forward.
3. They tell stories.
Another way that big brands successfully infuse their videos with emotion is by choosing to use them to tell stories rather than to provide purely promotional content to viewers.
Trust us. We’ve been in NJ and NY video production for long enough to know that it’s hard to get viewers to become emotionally invested in your video content if the sole intention behind creating it was to promote your business, products, and/or services.
Viewers need to be able to relate to the events, actions, and characters they’re seeing on screen in order to start feeling any type of emotion about the content, and the only way to get them to do that is by telling stories rather than presenting a sales pitch.
If you can take it a step further and personalize your stories, whether by using real-life testimonials or creating stories around local events and happenings, that’s even better. For more on that, check out this post, Why It’s Time to Get Personal with a Personalized Video.
4. They provide peaks and valleys of intensity.
Another trick that many of the big brands finding success using video to evoke emotion use is they make sure to allow spaces within their videos for viewers to “come down” before taking them back up.
People will feel far more immersed in a video if it takes them on an emotional rollercoaster. It’s basic storytelling. You need a certain rhythm and pace to keep your audience involved throughout the entire story or, in this case, the entire video.
You can always use Freytag’s pyramid, which breaks down dramatic structure into the exposition, the rising action, the climax, the falling action, and the resolution, as a guide.
The point is, you need to build suspense and anticipation to evoke emotion, and the only way to do that is to ensure your videos have emotional ups and downs throughout.
People make decisions based on their emotional connections now.
The bottom line is that today’s buyers don’t make decisions based solely on the quality of the products or services that the brand offers but on how they feel about the business as well.
They often turn to brand videos to get an idea of the company culture and the emotions evoked from those videos help them determine if the company is trustworthy, legitimate, and the ideal fit for their needs.
So, you need to do what you can to infuse your video production efforts with emotion, preferably positive, and remember, emotion leads to sharing and sharing leads to enhanced brand awareness.
If you can do that, perhaps not too long from now, you’ll be one of those big brands that’s successfully infusing their videos with emotion rather than a business reading about them.
About KVibe Productions: A full-service film & video production company in NJ / NY, KVibe can handle every aspect of production. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.