It’s no secret that you have to tap into the emotions of the viewers you’re trying to reach to give your video content any real chance of making a genuine connection with them and having an impact powerful enough to remember.
It’s also no secret that tapping into positive emotions are the better bet, although there’s plenty upside in the negative ones, too. The point is that you need to try to strike an emotional chord, any emotional chord.
But we’ve been in video production in New York and New Jersey for long enough to know that’s easier said than done. So, we thought we’d pass on a few tips that may help.
1. Choose the right emotions for the right reasons.
As with any other element of your video, you need to first have a clear vision and mission. What is the true purpose of this particular piece of content? What do you want viewers to ultimately do after they watch it?
Once you know that and only when you know that can you even begin to decide which emotions, if successfully evoked in your viewers, will help to make it happen in the end.
Think about it, if all you really want to do with your video is to get the people who watch it to gain some general awareness concerning who you are and what you’re all about, then certain emotions such as excitement or delight will be good to aim for.
If you’re trying to use your video content to get viewers to buy something specific, though, then you’ll want to aim to evoke a different set of emotions, but the bottom line is that the emotions you strive to evoke should align with your overall mission.
2. Compound and contrast.
You’ve probably heard people describe certain plays or movies as roller-coasters of emotion, and it simply means that the piece of work took them for an emotional ride complete with ups, downs, loops, etc.
And when people use that phrase, it’s usually part of a positive review. Why? Because people like being taken for that kind of ride. They enjoy experiencing multiple emotions throughout a single story. It just means it worked on multiple levels.
That’s why it’s always a good idea to try to do the same thing with the videos you create. Don’t just aim to evoke a single emotion, but strive to take viewers on a complex emotional journey instead.
They don’t all have to be positive or negative, exclusively, either. You can, and most of the time should, try evoking an entire range of compounding and contrasting emotions with your video content.
Also, certain emotions and combinations of emotions have proven to be more effective at connecting with viewers and getting them to share the content than others. For more on that, check out this article from Fractl, The Role of Emotions in Viral Content.
3. Don’t underestimate the element of surprise.
While deciding on the kind of emotional ride you want to take your viewers on and putting together the right combinations to do it should always be a part of the plan, you can never really go wrong aiming to surprise.
It doesn’t matter all that much if the overall effect is more positive or negative, either. People love the unexpected, the unanticipated, and the unforeseen, period. After all, if they can’t see it coming, then it can’t be that typical can it?
Now, coming up with a way to surprise your viewers which aligns with your overall voice and mission is another story, but the good news is that it doesn’t necessarily have to be something huge.
It could be something as simple as announcing that you’ll be delivering a product or some piece of content sooner than you had previously expected or made known. As long as it’ll be of interest to your viewers, then go for it.
The bottom line is that you should never underestimate the element of surprise when it comes to making connections with your videos. For more on that, check out this post from Hub.tv, Why The Use Of Surprise In Video Marketing Can Make Your Brand Stand Out.
4. Tread carefully when it comes to fear, anger, and sadness.
Like mentioned above, striving to evoke emotions on the negative side, while not as fruitful as aiming to elicit more positive reactions, is still better than creating content which doesn’t tap into any emotions at all.
It makes sense. If you don’t make viewers feel anything, how can you expect them to move right over to that share button once your video’s through? You can’t, and you’d be lucky if they even watch the video in its entirety.
However, if you do choose to aim to evoke emotions like anger, fear, or sadness, you need to do so carefully. Yes, these types of feelings can help to make your content more memorable, but you don’t want viewers walking away associating those emotions with you or your brand either.
So, be careful in how you go about evoking those types of emotions. For instance, if you want to evoke fear, why not consider creating a video which also empathizes with that same fear, and perhaps even helps to remove the threat altogether?
The same goes for sadness and nostalgia. They’re powerful emotions, no doubt, but while that’s as good a reason as any to try to evoke them with your videos, trust us as longtime NY / NJ video production pros, it’s also precisely why you need to handle them with care and use them sparingly.
Any emotional impact will help, but if you make the right one, the sky’s the limit.
As you can see, creating emotional video content isn’t as easy as it seems. Yes, evoking any type of emotion is better than not doing it at all, but your videos will find a lot more success if you take the time to ensure your videos make the right emotional connection.
That means having a clear objective, choosing the most appropriate emotions, and combining them the right way, but just remember, no matter what it takes, it’ll all be worth it in the end if you get it right. We hope these tips help.
About Us: KVibe Productions, a full-service film & video production company in New York and New Jersey, can handle every aspect of the production process. Whether it’s a commercial, corporate video, or a feature film, etc., at KVibe, we create to inspire.