Video MARKETING - CREATING AN EMOTIONAL CONNECTION
Video is now the biggest content type used on social media. People watch over a billion videos a day. Video also improves SEO and boosts conversations and sales. But how do you make your video truly engaging? Talk to the sharks, they know the secret.
HumanS think second and feel first
Science fact - we’re all hard-wired to emote. Our emotional language makes us who we are and why we react in certain ways. Any shark will tell you that - you’re more likely to get run over by a bus than killed or even bitten by a shark, but we all still imagine the worse when our heads are underwater and the music from Jaws is playing in our ears.
Emotions + humans = connection.
It’s the perfect formula for most creativity, especially video. Without emotions video is just show and tell and if you think show and tell will connect with your audience and convince them to buy, you’re better of selling your brand at a market stall because you’ll be trapped in “offer syndrome” where generating discount is the name of the game. Something which Apple chearly don’t use as their marketing mantra.
ADDING EMOTION CAN GIVE YOU THE ADVANTAGE
Mobile users are the driving force for video consumption. Facebook says it’s 1.5X more likely for people to watch video every day on a smartphone than on a computer and that’s before we’ve even mentioned TikTok but don’t get confused. So how to you make sure you video engages?
Add an emotional hook. Something which feels familiar or talks to your audience - Passion for Life
Cliches can be good. They’re fast to understand + perfect for comedy.
Think in 3 shot structure + how your emotion will change in your video, especially on TikTok.
Video is a great educator + builds trust
While 91.9% of users are content to watch any type of video at all, 31.3% want how-to videos and another 29.8% want educational videos. So don’t be fooled, not all video needs to be pure entertainment, or pure sales, depends on your brand.
he American hide and leather association already had strong social presence thanks to their Real Leather Stay Different social feed and Facebook page, but they needed a longer format to clearly discuss the ecological advantage of leather and lie some myths to rest.
Unit Creative devised a YouTube format of 4 episode / combined to make a half hour film. This content could also be broken down into numerous social posts and teasers meaning a single piece of content, a single shoot, could be repurposed for months on end. Great VFM.
platfoRms areN’T ALL THE SAME BECAUSE PEOPLE AREn’T THE SAME
Seems obvious, but how many times have you seen brands posting the same content reworked across different platforms?
What’s more, users aren’t just learning from brands. Millennial and Gen Z users are different, but most of them want to learn from each other. According to HubSpot Research, consumers and customers prefer lower quality, "authentic" video over high-quality video that seems artificial and inauthentic.
This is part of the reason influencer marketing has grown from $9.7 in 2020 to an estimated $16.4 billion in 2022.
Video is within reach for businesses of virtually any size — team and budget alike. The data is clear. To succeed, your business needs a solid video marketing strategy.
Treat platforms with respect and don’t post the same content across multiple social feeds
Choose the right platform for your audience
Look at what others are posting, That’s your audience speaking.
Bring it back to emotional content
Although not all platforms are alike doesn’t mean your brand can’t be consistent.
Unless you have legendary recognition - think Nike and Nike and Nike - you’ll need a little help reminding people it’s you and why they should care. The food and drinks industry is a classic example. The days of posting delicious food for the sake of mouth-watering appeal are long gone because there’s plenty of everyday users with amazing smart phones blogging the same if not better content.
Take a leaf out of the classic cookery books of high street originators such as Wagamama and Wasabi and bring all your marketing activity together with a unified tone - From Bowl to Soul.
Think of a way to be “you” no matter the platform.
Make it personal to connect.
Be aware of what others are shooting to avoid repetition.
So go on, be emotional, you’ll be suprised how it connects.