Updated: Apr 23, 2020
Do you want your audience to turn into customers after watching your video?
Do you want to capture their attention?
Do you want to influence their Buying Decisions?
Then you need to create an effective video marketing strategy that triggers an emotional response in your audience.
So how do you do that?
STOP focusing on selling your product or promoting your services.
Focus instead on connecting to your audience on an emotional level.
People DON'T buy stuff based on rational decisions, even though that is what we all tell ourselves. In reality 95% of our purchasing decisions are actually made unconsciously, long before we even realize what’s happening.
That means that first we feel and then we think. In fact, our ‘judgement’ is often based off our rational brain trying to convince us that our emotions make sense.
Choices are based on FEELINGS.
You can you trigger an emotional response through effective video marketing that will bring you and your audience closer.
5 Ways to Trigger Emotion in Videos
1. Tell the story of one person
2. Show your audience don't just tell them
3. Make the topic relate-able
4. Make your videos suspenseful and/or humorous
5. Connect to a larger picture
#1 The Hero's Story
All stories are based on "The Hero."
The person in the story who WANTS something.
The person in the story who has the most to lose.
The person in the story who is trying to move forward.
BUT something difficult or bad stands in the hero's way, preventing them from successfully completing their goal. Find the hero of your brand and tell the audience about his or her journey using video storytelling.
The hero is not your brand, it is your customer.
Your brand is the guide that enables the hero to WIN!
The effectiveness of your video marketing will have a lot to do with your brand's choice of hero.
PRO TIP: All stories are based on this simple idea - CONFLICT
#2 Show Don't Tell
A famous saying in writing is "show me, don't tell me," which means the writer needs to give the audience the story to see 👓and hear 🙉and let them make their own decisions about what it means.
Showing means you are walking the audience through the process - NOT giving them the results. You can do that by revealing moments in time that showcase exactly what happens to your hero.
In writing it means instead of saying someone was angry, you write -
his hands, clenched in a fist, swung silently by his side. Or Her eyes peered at me as if through a glaze of red hot fire.🔥
In video marketing best practices this concept is created when you film scenes and actions that reflect the problems and difficulties that your hero faces.
And then the emotions they experience when those worries and complications disappear,
vis-a-vis the use of your product or service.
Showing details of the hero's journey is what makes it REAL for the audience. The advantage of using video marketing for your storytelling choice is quite simple - pictures elicit emotions more easily than words.
When creating a story for your video marketing content, it is important that you choose a topic and character that your audience can identify with.
In order to do this you need to know who your audience is!
RESOURCE: Hubspot Academy has some great resources and one is a lesson on Buyer Personas. Understanding the details of specific people you want your story to resonate with, will help you craft a better story.
Find topics, problems and situations, that your customer is always talking about.
Focus on those issues and hone in on the actual specifics of those issues.
The more detailed you can be about the trials and tribulations of your target audience, the more your story will appeal to them.
#4 Suspense and/or humor
Creating tension and eliciting laughter are two great techniques to use when creating a stories for your video marketing plan.
One simple way to create suspense -use the before and after concept - like they do in many weight loss or exercise videos. First they show photos of people who are very heavy and side by side they have pictures of the same people looking lean and fit.
These pictures create anticipation - the audience knows the ending but they don't know HOW the people got there.
When you begin to tell the story of the journey the audience will be engaged because they are curious to see how the transformation occurs.
Both suspense and humor are based on CONTRASTS.
Expecting one thing and receiving something else.
We either laugh or feel nervous, or both.
If there is no contrast, there is no conflict, there is no story.
#5 Connect to a larger picture - Foster Community
Everyone wants to feel like they belong.
That they are part of something bigger (and therefore better).
That they are connected to a noble idea.
That is why your video marketing strategy should connect to the values and ideals that are important to your brand.
Your videos should showcase how your service or product REPRESENTS that idea.
Think about Coca Cola for example. What are the values that they portray in many of their videos? Freedom, Happiness, Friendship.
They want their audience to associated happy moments in life with bottles of coke. They foster an idea that when people are having fun and all part of a barbecue, or bake sale, or working together to build a house, and they are drinking coke - they are connected.
And by being connected and doing something together, they are simultaneously both individually happier and more giving to others. The values enacted in their video activate this idea.
Video marketing done right consistently evokes an emotion that the audience will eventually associate with your brand.
There you have it.
Focusing on the emotion connected to your business will help you construct a video marketing strategy that both delights and informs your audience.