Provoke Emotions with Your Video Marketing
In an article predicting marketing trends for 2016, Forbes author Yoav Vilner stated, “Snapchat is here to stay”. His reasoning for this was the realtime nature of the video content Snapchat produces. This video medium produces an exclusive intimacy with the sender that text or even photo platforms can’t quite match. Another article by filmmaker Jim Lounsbury delve deeper into this trend of video exploding on to the online marketing scene. He points out that as bandwidth continues to increase and video delivery systems become capable of handling larger videos, the opportunity to deliver carefully
tailored content increases. This holds true whether you post as a storyteller or as a marketer. To illustrate his point, Lounsbury cites a study in primates which proved the existence of mirror neurons. These brain cells allowed the test subjects to essentially empathize with the emotions they saw others feeling. Being primates ourselves, humans not only share this trait, but also have an innate desire to experience it.
In an example of this, Lounsbury relates to us how “before the Internet, before the content revolution, and certainly before every 10yearold kid in the world had the ability to create their own video masterpieces with an iDevice”, he would create his own videos as a child. Lounsbury would then observe the reactions of his young audience to gauge what storytelling aspects were and were not successful. He even points to incidents of famous directors crashing screenings of their own films in order to do the same. Says Lounsbury, “My 12yearold self was obsessed with watching the reactions to my film as are many Hollywood directors. But as content
creators, we can now use analytics to virtually sneak in and watch the viewing experience of our audience, and help us fine tune our message.” And Lounsbury is right; the patterns seen in analytics play a huge role in how we tailor our content for the future. As with his recollected Karate Kid reenactments, we can see what works and what doesn’t jive with our audience – in essence gauge what sparks their emotions – and continue that in our upcoming content. Finding and embracing this emotional connection is a part of our genetic heritage, and something to use to our benefit whether telling a compelling story or marketing our brands. The capabilities of video platforms continue to allow for more customization of our message. Whether by the epic capabilities of Netflix and Hulu or the more fleeting and intimate clips of Snapchat, these videos “[allow] us to see our human counterparts experiencing something with the hopes that we will have a deeper experience with it ourselves.”
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