Emotions are a powerful driving force in human behavior. They influence our decision-making process and using them can be a valuable tool in video marketing. Leveraging emotional appeal tailored to your target audience is a marketing technique that will evoke feelings and create a connection that drives engagement.
Truthfully, this isn’t “new news”. In fact, this marketing technique has been used for decades in traditional advertising. However, with the rise of video marketing, emotional appeal has become an essential tool for brands and organizations looking to create engaging content that resonates with their audience.
In case you’re wondering why emotional appeal works… science. 😉 The human brain is wired to respond to emotions more than anything else – even logic. Emotional appeal works because it taps into the primal part of our brain, the amygdala, which is responsible for processing emotions. When we experience emotions, our brain releases the “feel good” chemicals such as dopamine and oxytocin, creating a sense of connection – and in turn, creating a sort of ‘bond’ or comradery between a brand and its audience.
Emotional appeal also works because it helps content stand out in a crowded digital landscape. With so much online video content available, it can be difficult for marketers to grab (and hold!) their audience’s attention. Emotional appeal provides a way to cut through the noise, capture attention, and is more memorable than other traditional marketing strategies.
At vLink, we don’t just talk the talk, we walk the walk. Check out this video we created for our own brand as an example of what we mean:
While we have lots of client examples, we also drink our own Kool-Aid. We leverage this exact strategy in our own marketing because it’s effective. In this video, a marketing executive is feeling overwhelmed and his company’s “DIY” approach to video marketing has come up short. As a result, he’s working overtime, misses key moments with his family, and the former marketing strategies haven’t produced a return on their investment. This video is relatable to our target audience because it taps into the emotions of frustration, discouragement and even humor (cue the awkward elevator moment😊).
It can sometimes feel tough to pull emotion into the B2B space. But, if you consider the business pain points your product or service can solve for, and you speak directly to the target audience’s emotions from that perspective, you’ll have a great video concept and key message.
Don’t sleep on this powerful video marketing strategy. With it, your video marketing can help create a deeper connection between your brand and ideal customer or audience. By tapping into the emotions that drive human behavior, your content will resonate with your audience and drive engagement.
To incorporate emotional appeal into your content marketing strategy, you’ll need a professional partner to well position you in the market. That’s where vLink Solutions comes in. We’re here to help your video content stand out among the noise and drive your audience to act.
Search vLink’s Resources, News, and Events
vLink Solutions is always adding new tips and tricks, case studies, infographics, and more.
We asked 11 top event professionals for a widespread view of what works now in hybrid event production—and what needs to happen to make this an effective, long-term event format.