Emotional content in advertising can be a powerful marketing tool if used correctly in your promotional videos. It can hook your viewers to your advertisement, add depth to your storytelling, and even benefit your overall branding.
Why should you video advertise in the first place
It’s the best way to showcase your product in the best light. Include some storytelling for your product and use the opportunity to build your branding. Additionally, the effectiveness of videos is proven by statistics. Video advertising gives you the freedom to reach your audience through audio AND visual elements to appeal to multiple senses. This freedom also allows you to create content that will engage the audiences emotions. Which emotions? This depends on the message that you want to emit and the impact you want to have on your audience.
Emotional content in advertisement
The combination of storytelling, music, visuals, and more helps you reach consumers’ emotions. This huge benefit aids in helping consumers understand and accept the advertising message. Thus, one should never forget the possibility to transmit emotions through this multisensory experience the audience receives. When creating a video, emotions are an important tool to consider. However, there are some considerations to be made when it comes to emotional content in in ads. Here are some points you should consider.
What emotion works best to reach your audience?
Negative emotions can be as effective as positive emotions. In fact, they can be even more effective. For instance, fear and pride are among the best motivators. If you’re doing a road safety campaign, you can transmit a lot of sad emotions and fear to your audience to impact them and make them realize the dangers of driving.
Make sure that the emotion you want to transmit aligns well with your target. Make sure that the reception will be somewhat positive. It’s easier said than done. But to explain clearly, don’t transmit fear in a show for a toddler. Now try to apply this logic with your audience.
is emotional content always necessary in advertising?
Even though emotions can be a powerful motivator for targeted audiences, always consider the customer journey. Be aware how your audience makes their purchase decisions. Sometimes overly emotional content is not necessary in advertising. A consumer may just need to know if an ice cream brand has their favorite flavor to conclude a purchase. Therefore, sometimes you can be perfectly fine without.
How to choose between positive or negative emotions?
Emotions can be associated with your brand. For instance coca-cola is associated with sharing, happiness with your close ones even if it’s just a soft drink, therefore, the message you want to elicit should fit your branding
How long should your emotional advertisement be?
Size does matter here! As long videos fit the emotional approach. Even if drop-off happens due to videos being too long, it’s not enough to put aside this Format.
Has a Huffington post discovered that 2/3 viewers stopped watching a 30-second video just after 10 seconds?
Whereas in a 2min30 long video they stopped watching after 39 seconds, even if the percentage of the video seen by the viewer is better for the short video, the long video format is still a better choice for your emotional content as you can’t tell much of a story in 10 seconds which you will need to do if you want to emotionally reach your viewer’s.