Marketers know this concept well, which is why emotions play a prominent role in attracting new customers. Read on to learn about emotional marketing and how you can leverage it to achieve your brand goals.
The power of emotional marketing
Emotion is a powerful tool marketers use to guide consumers down the sales funnel. Emotional marketing is any piece of content that evokes a strong response from the people viewing it. This form of marketing can stir up any emotion, whether that’s joy, humor, surprise or even fear. The content itself doesn’t matter—what a consumer will remember most is how the content made them feel.
Marketers should connect with their audiences because emotion overrides logic during the final purchase decision. One study found that consumers go with their gut when they decide to buy a product. If a consumer has to decide between two products, they’re more likely to pick the one that evoked a strong emotional response in the ad campaign.
Emotion generates shareable content. Consumers love to share videos on social media that made them laugh or cry. If the narrative is compelling, people will look past the fact that it’s an advertisement and appreciate the overarching storyline. Just look at Super Bowl commercials—everyone talks about their absurd and touching messages, sometimes even years after the initial air date! If you want to gain brand awareness, emotional marketing is the way to do it.
How to use emotion in your videos
Define your marketing goals, then pick one emotion to help you achieve them. Let’s say you want to generate customer loyalty for your brand. Evoke a sense of belonging by casting people in the video who resemble your target audience. If you simply want to garner attention, you can do so by creating a funny or absurd video. Your marketing goals will determine which emotion stands out in the advertisement.
Stay true to your brand. The conveyed emotion must accurately reflect the brand’s voice and belief system. If the brand takes itself very seriously, a wacky video wouldn’t make sense. Don’t choose any emotion at random—the emotion has to sit well with your target audience. Consumers are loyal to brands that sound authentic.
Try to stick with positive emotions. There are some cases where it’s appropriate to evoke fear or sadness, such as when you want the audience to donate to a worthy cause. Negative emotions can also help consumers feel secure in the arms of your brand. However, the audience will establish a positive association with the brand when you evoke feelings like humor and happiness.
Emotion is a vital part of every brand’s marketing campaign. Leveraging your audience’s emotions can generate brand awareness, earn consumer loyalty and encourage them to make a purchase. Discover what emotional marketing can do for your brand by partnering with a video production specialist.
Say hello to Spin Creative for more ways to connect with your audience!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
