Winning your Viewer's Heart
Rational vs. Emotional Tactics in Video Marketing
In a world where consumers are bombarded with advertisements every day, standing out is more challenging than ever. We are flooded with video content, a lot of which we tune out or click off. The greatest challenge facing marketers today is not just to be seen, but to be heard over and amidst the noise.
So, how do we capture people’s attention?
The answer lies in a secret weapon: emotion.
In this article, we’ll explore how to effectively use emotion in your video content to connect with your audience on a deeper level and inspire action.
The Power of Emotional Storytelling
No matter the product or industry, stories are universal. They bridge divides and make your message relatable. Charities and Nonprofits have mastered this art, using poignant images and narratives to compel action.
The spark that will resonate with your audience is genuine, human stories that strike an emotional chord. These stories are not just tales; they are the emotional connections that can turn a viewer into a believer, a consumer into a loyal customer.
If you're keen to delve deeper into this topic, explore our article on The Power of Brand Storytelling in Video Marketing.
The Science Behind Emotional Marketing
We like to think of ourselves as rational beings, but in reality, we are often more "rationalising" than rational. Our decisions are a confluence of conscious and unconscious factors, significantly influenced by emotion.
Understanding the difference between System 1 (emotional, instinctive) and System 2 (deliberate, reflective) thinking is essential for marketers.
One of the most potent factors that can drive our decisions is a well-told story—one crafted with intention that leverages insights into human behaviour.
“Marketing is no longer about the stuff you make, but about the stories you tell.”
- Seth Godin
Crafting Videos That Speak to the Heart: The Power of Storytelling
1. Movement and Dynamics
Create stories that feel dynamic in their emotional quality. They should take viewers from one emotional state to another, often including an element of surprise or resolution. A well-crafted story, structured with intention, can grab attention and drive emotion effectively.
2. Relatability and Character Development
Identify and express experiences that carry emotional weight for your target audience. Hold a mirror up to their experience and, if possible, put a unique twist on it. With the right characters and character development, we can connect to the audience emotionally and let them feel what our character is feeling.
3. Attention and Immersion: Hook Them or Lose Them
Start with a compelling “Hook” in the opening seconds of your video to instantly capture your audience’s attention. According to a study by the University of Massachusetts, the average online video loses almost 6% of its audience every second.
Your hook could include a question, an unexpected statement, a hard-hitting moment of conflict or humour, or unique visuals or sound. The key is to be intentional and provide value or interest right away. Spending time developing a strong hook is crucial, as it determines whether the rest of the video will be watched.
4. Maintain engagement
Tone shifts are a powerful way to keep the viewer engaged throughout the video. A tone shift is a point in the video where the story pivots, often accompanied by a change in music or topic. This simple pivot tells the viewer “Hey wait, there’s more,” piques their curiosity and gives them a bit of a refresh of energy to keep paying attention.
End with a “Jab”. What you leave your audience with is almost as important as what you draw them in with, a clear call to action that is best paired with an impactful moment or sound bite that leaves some curiosity hanging in the air. This encourages the viewer to take the next step and learn more.
Narrative Transportation: The Transformative Power of Storytelling
When crafted effectively, your audience can lose themselves inside the story, a phenomenon known as narrative transportation. They can leave their living room couch and enter the story world, experiencing the next few minutes or hours as if they were the main character. This immersive state not only creates a strong emotional response, which is a critical part of driving behaviour and thinking, but it also causes us to drop our defences. When inside the story world, we're far more receptive to ideas, new and old, whether we agree with them or not.
This is the transformative power of storytelling in video marketing. It’s not about bombarding the audience with facts and logical arguments. It’s about crafting a narrative they can step into, relate to, and ultimately, be moved by.
In a world where telling people to change rarely works—consider the endless health advice we all receive—storytelling offers a different, more effective path. It’s not about telling someone to eat healthily; it’s about making them feel the deep emotional and physical benefits of that change through a compelling narrative.
The ROI of Emotional Advertising
According to the Institute of Practitioners of Advertising (IPA), emotional creative is twice as likely to deliver major profit gains compared to rational, message-led campaigns. Emotional campaigns are more effective in the long term and are more likely to be shared and go viral.
Driving Action with Video
But how can you use emotional video to drive specific actions? It’s essential to align the emotions in your videos with your audience's stage in their buyer’s journey, as this can help to guide the tone of the piece.
Driving Awareness
When trying to drive awareness, viewers are looking to be inspired to action. In this stage, it's important to focus on positive and uplifting emotions, such as:
- Happiness/Joy/Delight
- Hope/Excitement/Anticipation
- Pleasure/Amusement
- Surprise
- Love/Affection
Driving Conversions
When the goal is to drive conversions, it's important to move beyond inspiration into deeper emotions that resonate with specific desires and needs, such as:
- Desire for Control
- Poverty of Time
- Desire for the Latest and Greatest
- Self-Achievement
- Economy of Time
- Make Me Better
Crafting Authentic Connections: Tips for Success
Deeply Understand Your Audience
Go beyond surface-level knowledge of your customers. Dive into their problems and needs, and articulate how your product or service provides a solution. A well-crafted story can bridge the gap between you and your audience, allowing them to see themselves in the narrative and connect with your brand on a deeper level.
Build Trust and Authenticity During Interviews
Let your company’s core values shine through in your content. Avoid scripted or forced narratives; instead, aim for genuine and heartfelt storytelling. The person asking the questions during a video interview plays an integral role in setting the tone for an authentically emotional video project. They should be an empathetic soul who will make interview subjects feel heard, safe and understood.
Start with questions to warm people up and take the time to have a conversation. If your video is dealing with sensitive topics, let the conversation guide which questions come next and give emotional moments space to breathe. Be grateful for their sharing.
Avoid Making a Commercial
People crave genuine communication and are tired of being “pitched” to. Resist the urge to talk about yourself and instead focus on the story you are telling.
Introduce a Relatable Character Early
People love people. Introduce someone your audience cares about within the first few moments to trigger a compelling, emotional response.
Use Authentic Voices and First-Person Narratives
Avoid professional voice talent and “corporate speak.” Instead, let your subjects speak directly to the camera, sharing their own stories in their own words.
Simplify Your Presentation
Resist the urge to add clutter like unnecessary titles, stats, or talking heads. Powerful visuals reveal more emotion than any words can so present the story as purely and simply as possible.
Be Mindful of Imagery and Use Close-Ups
Establish content and an overall setting with wide and medium shots, but then make the scene more intimate. Video has the wonderful capability of being a magnifying and isolating tool. Bring your viewer in close to focus attention on the important details and nothing else.
Craft with Intention
Storytelling is an art and a science. Use insights into human psychology and behaviour to craft stories that not only capture attention but also hold it. A well-told story, crafted with intention, can be a powerful tool for connecting with your audience emotionally.
The Final Takeaway
Emotion is a catalyst for action. It prompts us to engage, inspires us to change our lives or others’, and fosters strong associations with brands. This is especially important for charity organisations or videos intended to raise awareness. In almost all cases, the emotional response developed after watching an advertising video can mean the difference between buying or not buying a product. But, It’s not just about increasing sales; emotional marketing can grow your business in many ways, from enhancing brand associations to attracting future talent.
So, as you craft your next marketing video, remember: it’s not just what you say, but how you make people feel that truly counts.
“At the end of the day people won't remember what you said or did, they will remember how you made them feel.”
- Maya Angelou
In the battle for your viewer’s heart, emotional storytelling is your most potent weapon. Use it wisely, authentically, and with intention, and you will not only win their attention but also their loyalty and action.
Ready to Win Your Viewer's Heart?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions on our services page.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!
The Power of Brand Storytelling in Video Marketing
Introduction: The Emotional Power of Storytelling
In today’s digital age, with content and distractions at an all-time high, capturing and holding attention is a monumental task. Stories, however, are the ultimate fluff-busters. They are the first thing we are drawn to in marketing, or anywhere. We are creatures predisposed to tell stories to make sense of a chaotic world and bring meaning to our lives. They help us empathise and build trust. Add video, the medium best at generating emotion, and you get a potent combination ideal for spreading your brand message.
The Battle for Attention: Noise and Trust
In a world where trust in marketers is dwindling and ad blockers are on the rise, the challenge is not just to reach people, but to genuinely engage them without triggering their defences. Here lies the magic of a well-crafted story—it builds bridges between you and your audience, fostering trust and bypassing scepticism.
What is a Story? A Simple Definition
Let’s define what a story actually is. A story is a retelling of events, often from a single perspective. The term comes from the Latin “Historia”, which means a history. In simpler terms, a story is “stuff that happens to people.” It’s a narrative that unfolds, taking the listener or viewer on a journey with the characters involved.
Why Storytelling? The Strategic Edge
As Seth Godin famously noted, “Marketing is no longer about the stuff that you make, but about the stories you tell.” This shift has prompted brands, from small businesses to FTSE 100 companies, to invest in compelling content, including film and video, rather than traditional forms of paid media advertising.
Why Brand Storytelling?
Simply put, brand storytelling is the technique of using a narrative to forge a connection between a brand and an identifiable audience (customers, employees, shareholders, etc.) to affect a certain outcome. It often aims to link the values, attitudes, and beliefs shared between a brand and its target consumers, using story as a vehicle to make these connections more obvious and, in doing so, heighten interest or preference towards the brand.
The Human Connection: Why Stories Resonate
Stories are inherently human. They allow us to empathise, to see ourselves in others' shoes. In marketing, this translates to customers seeing themselves using your product or service, and experiencing the benefits firsthand through the narrative you craft.
Building Trust and Loyalty Through Story
Stories are authentic, and authenticity builds trust. When customers trust you, they are more likely to return, creating a loyal customer base. Storytelling in video marketing isn’t about making a sale; it’s about building a relationship.
The Science of Story: More Than Just a Tale
Our brains process stories differently than rational arguments. A well-told story allows your audience to lose themselves inside of the narrative, experiencing it as if they were the main character. This immersion creates a strong emotional response and makes viewers more receptive to new ideas, effectively lowering their defences. A study by marketing guru David Aaker found that a brand’s audience is up to 22 times more likely to recall information when it is presented through a story, versus presenting information and facts by other means.
The Transformative Power of Story
Story creates meaning, and meaning creates value. This effect is so powerful that it can overcome even our most commonsense judgments. We like to think that we’re rational creatures, but in reality, we’re not. For brands and organisations, this means when communications or experiences are able to break through and connect with their audiences on an emotional level, they can be powerfully persuasive.
Conclusion: Storytelling as a Welcome Pull
Learning the science behind storytelling allows you to unlock a powerful way to ensure that you are seen, heard, and remembered. It’s not about demanding attention; great storytelling is a pull, not a push. It creates real value and meaning for people, offering a welcome alternative to the noise that characterises today’s media landscape.
In Part 2 of this article, we dive into the practical aspect—how to effectively craft and integrate storytelling into your video marketing strategy. We will delve into practical steps for crafting a narrative that resonates, focusing on the four essential pillars: People, Plot, Places, and Purpose.
Ready to harness the power of storytelling in your video marketing strategy?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!
How to Create a Brand Story Film
Top Tips for Compelling Video Storytelling
Crafting a story that resonates
In today’s digital age, storytelling is a key component of successful video marketing. More businesses are tapping into creative ways to use documentary-style videos, often referred to as "brand story films" or "mini-docs," to authentically showcase their company. These mini-docs are concise, impactful documentaries that focus on a singular story and vision related to your company’s core values and mission. They often include interviews with key employees or satisfied customers, and they are designed to be brief, engaging, and focused.
According to Dr. James McQuivey of Forrester Research, one minute of online video is equal to 1.8 million written words, making it an incredibly efficient way to communicate. This gives storytelling in the business world the power to be a secret weapon—a compelling story can attract your ideal customers and engage them in a way that sets your brand apart from the competition.
In Part 1 of this article, we explored The Power of Brand Storytelling in Video Marketing. Now, let’s dive into the practical aspect—how to effectively craft and integrate storytelling into your video marketing strategy. This guide is inspired by the Muse Storytelling Process, whose teachings have heavily influenced our own approach to video storytelling. We will delve into practical steps for crafting a narrative that resonates, focusing on the four essential pillars: People, Purpose, Plot and Places.
The Four Pillars of a Compelling Story
People: The Heart of Your Story
A great story starts with a great character. Having a strong lead character, what we call the "Heart," is critical in creating a story that your audience will emotionally connect with. This character is the emotional core of your story, and they are the ones who the audience will follow, empathise with, and root for. They could be a founder, an employee, a customer, or anyone else closely tied to your brand.
Tip: Select a Heart character who is passionate about your brand and can authentically convey their experiences and emotions. This character should have a clear desire or goal that drives the narrative and resonates with the audience.
Helpers and Experts
Secondary characters, such as Helpers and Experts, serve specific purposes in a story and should be chosen intentionally. Helpers fill gaps in the plot, share plot points, offer perspectives and aid in communicating the story's purpose. Experts provide necessary information briefly and should possess authority and passion for the subject matter.
Tip: Use Helpers to reinforce the Heart character's journey and Experts to lend credibility to your story. Be mindful of the number of secondary characters to avoid confusing the audience and diluting the emotional impact.
Purpose: Defining the Deeper Meaning and Objective of Your Story
The essence of a compelling story lies in its deeper meaning. This is what ensures your story is remembered and has a genuine impact. Before delving into the narrative, it's crucial to clarify your objective: What action or change in perception do you want from viewers after they've watched your story? A powerful story should not only impart wisdom but also change how the audience perceives something in the world.
Tip: Begin by articulating the 'why' behind your brand. How does it aim to positively influence its customers or the broader world? This foundation will guide the narrative, ensuring it resonates and remains memorable.
Plot: Structuring the Journey
The plot is the backbone of your story, designed to engage and captivate your audience. It's the sequence of events that guides your audience from the story's inception to its conclusion. Drawing inspiration from the Muse Process, the structure of a compelling story is built around six pivotal beats, known as the 6 Essential Plot Points. These moments are crucial in determining the story's engagement factor.
- Hook: The Hook is the opening of the film and should be powerful, unique, and conflict-driven to capture the audience's attention. Spending time developing a strong Hook is crucial, as it determines whether the rest of the film will be watched.
Tip: Forge a strong emotional bond between the audience and the Heart character at this stage. Clarify the stakes involved. - Conflict: This is where the central challenge or obstacle is presented, setting the stage for the Heart character's journey.
- Initiation: As the story progresses, the Heart character, aided by Helpers and guided by Experts, embarks on their journey. They take the first steps to confront and attempt to resolve the conflict introduced earlier.
- Journey Points: These are the pivotal moments as your character navigates the challenges. It's about the struggles they face, their growth, and the changes they undergo.
Tip: Ensure the conflict remains relatable and pertinent to your audience, showcasing the Heart character's trials and growth to deepen the audience's emotional connection. - Resolution: This is where the conflict finds its resolution. Showcase how the Heart character has evolved and transformed as a result, fulfilling the story's promise and leading your audience to a newfound understanding or perspective.
- Jab: Conclude with a universal insight or takeaway from the character's journey, leaving a lasting impression.
Tip: This ending should resonate with the story's purpose, guiding the audience towards the desired action or thought.
By meticulously crafting these plot points, you ensure that your audience remains invested in the journey of your characters, making your story both memorable and impactful.
Places: Building Trust Through Environment
The settings and environments in which your story unfolds play a pivotal role in establishing trust and deepening the connection with your audience. By showcasing the actual places where your company operates, you provide a tangible context, allowing the audience to immerse themselves more authentically in your narrative.
To effectively bring your story to life, it's essential to delve into the Layers of Place. These layers include Situations, Environments, Objects, and Time. By meticulously planning and visualising these elements—be it the colours, settings, props, graphics, angles, or lighting—you ensure that each scene resonates with authenticity and purpose.
Tip: Use visuals to spotlight key locations integral to your story, the settings where your company operates, areas of community involvement, or places where your products are made or used.
In another article, we explore 7 Types of Stories You Can Tell in Your Business to further help you craft compelling narratives.
Practical Tips for Crafting Your Brand Story
- Deep Dive into Your Brand’s Values:
Start by revisiting your company’s mission and values. What are the core principles that guide your business? This will form the foundation of your story. - Identify Your Heart Character Early:
Before you even start crafting your story, identify who the Heart, or main character, of your story will be. This person should embody the values of your brand. - Create a Storyboard or Outline:
Plan your story visually or textually before you start filming. This will help you identify key scenes, characters and the flow of your narrative. - Show Authenticity:
Avoid scripted or overly rehearsed scenes. Authenticity resonates with audiences, so let the genuine emotions and personalities of your characters shine through. - Leverage the Power of Music and Sound:
The right soundtrack can elevate your story. Choose music that complements the tone of your narrative and enhances emotional engagement. - Review and Revise:
After your initial draft or edit, review the story. Does it align with your brand? Does it feel authentic and engaging? Be prepared to make revisions. - Test Your Story:
Before a full launch, share your video with a small group of trusted colleagues or customers for feedback. Use this insight to make final adjustments. - Remember the Logo Test:
As a final check, imagine your video with a competitor’s logo. If it still feels uniquely yours, you’ve created a story that truly represents your brand.
Tip: Storytelling is an art, and like all art forms, it requires practice. Don’t be afraid to iterate and refine your approach based on feedback and results.
Promotion: Don’t Forget This Crucial Step
Just as Alfred Hitchcock said the most critical component of any film is the script, the script, the script; we’re sure that if he were around today and in marketing he would say the most important thing you can do for your video is promote, promote, promote! There’s no point putting all of your effort, time, and money into creating an amazing storytelling video if no one is going to see it. So, when you have your video and you’re ready to release it to the world, be sure to push it on as many different platforms as you can.
Tip: Consider a multi-channel promotion strategy. Utilise social media, email marketing, partnerships and your company’s website to maximise the reach of your video.
Conclusion
In a world where content is king, storytelling is the crown jewel. By balancing the four pillars—People, Purpose, Plot and Places—you can craft a powerful narrative that not only showcases your brand but also connects deeply with your audience, turning viewers into loyal customers.
For more on why storytelling is so crucial in video marketing, don't forget to check out our previous article on The Power of Brand Storytelling in Video Marketing.
Ready to captivate your audience with compelling video storytelling?
At Reach Video, we're experts in crafting narratives that resonate and drive results. Discover our Brand Story solutions and let's start your storytelling journey today.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!