Emotion is what draws us to the visual medium of video. It’s like what Stanley Kubrick once said about films:
“A film is – or should be – more like music than like fiction. It should be a progression of moods and feelings. The theme, what’s behind the emotion, the meaning, all that comes later?”
Video marketing is visceral and all encompassing; it’s a visual experience that’s enhanced through sound (whether that’s dialogue, music or background noise). This experience makes a connection between the content itself and the viewer. From the moment they watch your video, the viewer will associate their emotional reaction with what they saw in your content.
This is why video is key to marketing and advertising. As Tubular Insights notes, consumers will subconsciously attach their emotions to the brand itself from those videos. “If that emotion is a positive or life-affirming one, then this association between brand and positive emotion…when it does [stick] the power it can create in terms of brand recognition amongst potential or existing customers is immense.”
Look at the success of Under Armour’s Olympics video marketing campaign, Rule Yourself with Michael Phelps, which has over 11.2 million views on YouTube. The imagery you see is Michael Phelps, an already inspiring figure, putting himself through rigorous training regimen to prepare himself for competition. It ends with the tag line, “It’s what you do in the dark that puts you in the light.”
Adweek attributes its success and social shareability to its ability to resonate with millennial men through its “dramatic nature” and “ability to take viewers through the swimmer’s intense training process,” which elicited a “sense of inspiration.” Furthermore, its target demographic “felt happiness and surprise — all key emotions needed to engage younger viewers.” The spot generated an emotional response that truly inspired its audience while both giving them something to strive for and building up an already great and highly beloved public figure. It did this by giving them a visual experience that takes them into a grueling process they greatly admire.
When it comes down to it, generating emotion through video marketing is a very powerful strategy for building a connection with your audience. It’s a powerful medium for unleashing creative and masterful storytelling that the audience will forever sink their teeth into.
Here at Rip Media Group, we know that all successful marketing videos start with a great story — and that’s where we come in! Reach out to us today to set up your free consultation.
Remember, your story starts here!