Getting to the heart of it - Creating videos that connect
Think of the last video that you really liked. Maybe you even loved it. Think of the last video that hit a nerve.. made you feel something good - what was special about it? Chances are, it was because it focused on the human story - an approach that is inherently focused on emotion.
You can try and connect with your audience in a number of ways, be it political, societal, or by focusing on benefits of the product. But the one method that still reigns supreme is connecting on an emotional level.
If I were to pick a good example, I’d probably choose any of the Guinness adverts. An obvious choice, I know.?
Those ads might not be your cup of tea, but they’re definitely mine! We love the fact that they're a bit left field, but they create an emotional response.?
They connect with us. On so many levels.
The Guinness Compton ad is a prime example.
The story follows the Compton Cowboys, a group of men from Compton, Los Angeles, who choose to follow their passion for horses -? a key juxtaposition against the backdrop of LA's prevalent gang culture.?
By rescuing and caring for horses, these men find purpose and positively impact their community, offering a narrative of hope and resilience.?
Why is this so groundbreaking? Well, people are naturally drawn to stories they can relate to - genuine human stories that add authenticity to the message the ad is aiming to communicate.
Of course, we must remember we live in quite a sceptical age - so authenticity is often the key to being remembered and trusted - regardless of the format.
But not everyone has the budgets or storylines that Guinness can draw upon. So how can you appeal on an emotional level?
Be a storyteller – you were born to be!?
Storytelling is one of the oldest skills the human race has developed. In fact, we’re more than likely the only species that has the ability to tell stories.?
If we try and conjure up an scene in our heads of cavemen (and women), we can only imagine how powerful storytelling was as a tool. And over time, it has allowed us humans to create and share complex social structures, beliefs, and values. All of which has contributed towards the world societies we live in today.?
Incorporating that kind of skill into your videos is the key to unlocking a connection with your audience.
Start by thinking about what is close to you. What makes you cry or laugh. Sit and daydream about moments from the past and let those experiences wash over you.
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It’s about leaning on feelings of joy, empathy, inspiration, or nostalgia. I mean, it can be any emotion you can think of, but probe those parts of the brain using the power of storytelling.
From the HEX code of the font colour, to the script, to the music. It's in the scripts, the props, the sound design...even the slight tilt of an actors eyebrow. It can even be in the facial expressions you direct the actors to pull.
Go big and repeat!
Emotionally charged videos are more likely to capture attention, hold interest, and be remembered by viewers.
The bond between brand and audience can be cemented by a strong emotional hook. Not only is the brand and video remembered in the short and long term, it displays a certain level of understanding of human emotions and the audience’s situation.
But, you need to be consistent. One big successful campaign can make a huge splash, but leaning into what works and delivering that emotional touch point consistently is what really drives brand loyalty.?
Get it right, and you have the opportunity to be remembered for all the right reasons.
It all has to mean something
So, you’ve connected with your audience and made them feel like the centre of the universe with your emotionally charged video. What’s it all in aid of?
The truth is that videos that evoke emotion lead to higher engagement, better recall, and a deeper connection with your audience.?
Which, in turn, only serves to drive more brand loyalty, awareness, and effectiveness of the video.
So weave emotion into your scripts, the story arch you create, the characters you bring to life, and make people feel something.?