It’s no secret that taking a purely promotional approach to your video content isn’t the best idea anymore. In fact, it hasn’t been for a while now.
It’s not that you can’t do anything at all to promote yourself, your brand, and/or your own message or mission. It’s just that, first and foremost, you must do what it takes to compel viewers to watch and then keep them immersed enough to keep watching.
That takes some type of emotional connection, and that’s not always so easy to make, but as longtime NY / NJ video production pros, we know a thing or two about why weaving some emotion into your video content is so important, as well as some tips for doing it. So, read on to learn more.
Why does emotional video content work so well?
At its core, it’s fairly simple. Think about it, wouldn’t you rather give your time, thought, and energy to content that makes you feel something, anything, rather than content you can barely pay attention to?
Of course you would, but it goes deeper than that. The screen can also serve as a sort of mirror for viewers. They look, even yearn, to see themselves up there so that they can personally connect with the content.
That’s why creating videos which have characters, experiences, stories, etc., that viewers can genuinely empathize with and relate to, emotionally, works so well. That way, they can identify with what’s happening on screen.
From there, emotional video content works so well because it doesn’t matter who you are nor what you do or know for it to make a connection, and for that connection to be made fast.
While certain types of information and messages may take a while to connect with viewers, they’ll know when they feel something immediately, and for some great examples of how brands leverage emotions to make these types of quick connections, check out this post from Hubspot,
Which emotions to evoke depends, but you have options.
First off, when it comes to actually going about making your videos more emotional, as always, you need to be mindful of your style and message. The kind of emotion you aim to evoke should align with your overall tone and objectives.
Unpredictability and surprise can be powerful weapons, and that doesn’t necessarily mean you have to come up with a completely unexpected plot twist either, although if that’s something you can do and it fits in with your style and mission, then go for it.
But if can surprise viewers with just a wowing visual, an unusual song choice, etc., they’ll remember the experience, and take it from us as vets of the NY / NJ video production business, that should always be one of your primary goals.
Fear can also be leveraged, in the right circumstances of course, to trigger some powerful emotional reactions. If you can identify and explore a fear that viewers can relate to, you’ll be showing them that you understand and empathize with their feelings. They’ll appreciate that and, if you can then present a way to ease their concerns, that’s even better.
Then there are the more positive emotions like joy, pride, affection, and amusement, and it’s pretty self-explanatory as far as how they can help you. After all, who doesn’t want to watch a video that immediately brings a smile to their face, makes them feel better about themselves, or causes them to say, “Aww,” or laugh out loud?
The bottom line is that evoking any or all of those emotions in your videos will be a huge help in terms of making for a memorable viewing experience. You just need to decide as early on as possible which specific types of emotions make the most sense for you and your viewers.
Don’t underestimate the emotional power of authenticity.
Now, while the specific emotions that will work best in your videos depend on numerous factors, one thing that always works is authenticity. How does being authentic form an emotional connection with viewers? Trust, that’s how. If viewers feel like they can trust you, they’ll be far more inclined to give their time to your video content, and to allow it to affect them emotionally.
So, when all else fails, just tell them, and show them, the truth. Don’t try to sell them anything at all. Just be open and honest about your intentions and what you’re offering, and about how you’re trying to help make their lives easier or more interesting or entertaining.
We know. It’s easier said than done. After all, there are plenty of videomakers who are so set in their purely promotional ways that they don’t even know how to begin shifting to a new kind of thinking and practice, especially one that involves such transparency.
But that’s the world we live in now, so if you haven’t begun to already, you need to adjust. Viewers can see through the salesy stuff now. They want, no demand, the truth. So take them behind the scenes. Show them your true colors. Don’t hide behind your pitch.
Trust us, doing what it take to give viewers the feeling that you’re being real with them can be all the emotional connection you need.
Aim to evoke over sell.
As you can see, when it comes to the question of why emotional video content works so well as opposed to videos that are purely concerned with promoting something, the answer is fairly simple.
Viewers are more sophisticated now and they have more options and alternatives as well as potential distractions to deal with than ever before. So, in order to stand out, your videos need to make some type of emotional connection now.
The thing is, which particular kind of emotional connection to make depends. After all, you don’t want to put all your effort and focus into trying to evoke an emotional reaction that doesn’t gel with the viewers you’re trying to reach nor your central mission.
The good news? There are plenty of options. So, give it some careful thought, but no matter how you approach it, aiming to evoke strong emotional responses rather than to sell something is always the better bet.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video production, a commercial video, a feature film, etc., at KVibe, we create to inspire.