Adventure Brands and the Impact of Video: Part 4- Evoke an Emotional Response that Drives Consumer Action
As marketers, our goals are to evoke consumer action- be it a like, a share a, new follow or a purchase. One of the most effective ways to take a drivers seat on consumer action, is creating content that stimulates their senses and triggers an emotional response.
We like action.
As marketers, our goals are to evoke consumer action- be it a like, a share a, new follow or a purchase. One of the most effective ways to take a drivers seat on consumer action, is creating content that stimulates their senses and triggers an emotional response.
It has been proven that people feel first, and think second. Sensory information is processed by the emotional brain five times faster than our cognitive brain. Head of Strategy at Google, Abigail Posner says the power of emotion in marketing should not be underestimated:
“Understand the emotional appeal and key drivers behind the discovery, viewing, sharing and creation of online video, photography and visual content. In the language of the visual web, when we share a video or an image, we’re not just sharing the object, but we’re sharing in the emotional response it creates.”
Thanks to storytelling potential, evocative imagery and captivating music, there is no better tool to pull on heartstrings, induce FOMO, give itchy feet, and ultimately initiate the conversions we are looking for than video.
Well thought out videos create associations and make a lasting impression. They help consumers understand your brand’s story and personality. We’re not just talking tear jerking hallmark videos (although these are very effective at pulling on our heartstrings). According to Courtney Stuffer all sorts of emotions can result in action from the viewer- feelings of joy and elation make us want to share, sadness helps us connect and empathize, fear makes us want to cling to something, anger and digust makes us stubborn.
In order to produce video that achieves the emotional response and action you are looking for, the message, tone, target audience and goals must be well thought out.
For help producing authentic content with your target customers emotional response in mind, connect with ChopShop. We provide dedicated project managers that can assist you in harnessing the power of emotions to make the most of your next video.