Remember the videos or commercials that you couldn’t stop talking about, that were stuck in your memory for a long time? Was it the one that made you smile, or the one that made you sad, or breathless, or the one that brought back some of your memories? All of those have one thing in common, they affected your emotions. Using emotions while creating a video, videomakers can evoke specific reactions through their choice of words, audio, and visuals. Emotions can lead viewers to take action, but they can also motivate the viewer to share the video with others that way strengthening the video’s persuasive potential. People are easily inspired to act when they get emotional, whether they’ve arrived in this state on their own, or because they’ve been exposed to any kind of emotional content because of their basic need to feel something and social sharing networks are the places where they get this little thrill.
Strong emotional pull (positive or negative) is twice as likely to be shared than content that provokes a weak emotional response Click To TweetAccording to the Ehrenberg-Bass Institute for Marketing Science study videos that trigger emotions are shared on social media networks more than any other type of content. The most shareable videos are the one that trigger exhilaration, humor, personal interest, and desire. Marketers should be aware that people react to the same information in different ways, and while you are making your marketing campaign, you need to find the right emotion that most suits your brand.
Your videos can evoke different kind of emotions, positive or negative ones (such as anger or sadness). Since everybody loves a good giggle, if you can make people laugh with your video, they will most certainly share it with their close ones. No wonder that the most popular viral videos of all time involve some form of a humor, as no one is immune to them. A study conducted by Frac.tl found videos evoking emotions as surprise, amusement, interest, happiness, delight, pleasure, joy, hope, affection and excitement were more likely to be shared.
Positivity rules in social media, and content that triggers a happy emotion in the consumer is far more likely to get shared across. No wonder that one of the most shared ads in 2014 was Your Wishes Delivered: Driver for a Day. This video is a typical example of triggering affection through video content. The video is about a 4-year-old Carson, who developed a friendship with his UPS driver, Mr. Ernie, when he began receiving shipments of special milk. During their companionship, Carson has become fascinated by all things UPS, and he wished to be just like his pal, so UPS made Carson a UPS driver for a day. Since Dec 1, 2014, when the video was published, this video has generated more than 3.5 million views on Youtube.
Ehrenberg-Bass Institute for Marketing Science study found that positive emotions elicit 40% more shares than video content with negative themes such as shock, fear or anger. But any strong emotional pull (positive or negative) is twice as likely to be shared than content that provokes a weak emotional response.
Shock, Fear, Anger
Content that provokes in the viewer fear, anger, or anxiety is more likely to be passed along compared to the weak emotional response content because of the high arousement of the recipient. One of the most shocking video ads during 2014 that generated an amazing 48 million video views on Youtube was Most Shocking Second a Day Video, created by Save the Children organization. This video is about young girl’s life gets turned upside-down in this tragic second a day video, and though shocking scenes it shows what war does to children. This video generated 973,164 shares on social networks.
Experts believe people share interesting links to show that they’re awesome, interesting and that they have good taste. Sharing awesome, surprising content can help them improve their status in any online community.
Emotional content impacts on business success
Emotions can have measurable impacts on business success and with the right approach while creating your emotional video content you can get close to your potential customers and by showing the human side of your company you can make them your true fan. Creating emotion in your videos is a great way to connect your product, service and message with something that your potential clients desire and can relate to. All you have to the is choose wisely and choose the right one.