Why emotional content connects with your audience mush faster

There is a reason why we sing our favorite song at the top of our lungs while stuck in traffic, there is also a reason why that specific song is our favorite - because we can relate to it. We can listen to that same song months, even years later and forget the reasons why it was our favorite, but we never forget the feeling it gave us. 

The same goes for your memories, places you’ve vistited and things that have happened. You probably don’t remember what exactly happened on that day, at that place, or what was said - But you remember how you felt. 

Thats because emotions stick with us. The same goes for brands, people talk about and remember brands that made them feel something. The most successful marketing out their pulls on our heart strings, makes us laugh or even makes us resonate emotionally. 

HOW TO CREATE A VIDEO THAT CONNECTS TO YOUR AUDIENCE EMOTIONALLY

1. SPEAK TO YOUR AUDIENCE DIRECTLY

You should know who your ideal target market is pretty well by now. The goal is to speak to your audience as if they were just one person, because at the end of the day they are the ones sitting behind their laptop watching your video on facebook.
“Appeal to many, but speak to one – your buyer persona.”
They need to feel engaged personally. Everyone likes to feel unique, we like to feel like our thoughts, idea’s and even our emotions are individual. So in order to market anything, and market well, you need to relate to your audience personally. They want to feel like you have singled them out in a room and said “hey you, yeah you, the one in the corner! We get you… we understand, and we are here to help you. Check this out!” 

2. USE HUMOR, COMPASSION AND EMPATHY

If we watch your video and we end up cracking up unexpectadly - you’ve done a great job. Humor works well if you are trying to get your brand on the map and build up your social following. We all love to laugh and we all love making eachother laugh. If your video can make your audience laught, there is a good chance they will want to share it with their friends. 

Another great emotional stand point to come from when creating a marketing video is compassion. You want to relate to your consumers by bringing up issues that they experience and offering your product or service as a solution. If they feel like you care about them and you genuinely would like to help them, they will immediately show interest in what you are selling. 

We all resonate will emotions, even the negative ones. When you trigger empathy within your audience they will remember you. Targeting the empathetic side of your audience is a tactic used in Native video marketing, this doesn't mean ‘ in your face’ kind of video marketing. These are usually stories about hardship, stories about empowerment, stories which might make your audience shed a tear and say ‘that was beautiful’ before noticing your logo right at the end. 

At the end of the day, we have all experienced many different types of emotions (your name isn't Dexter) and we all know how it feels. So if you are creating a marketing video with the intent to target your audiences emotions you already have an advantage because you have gained a sense of familiarity just by resonating with them on an emotional level. And we all know it is a lot easier to make a purchasing decision when there is an existing sense of trust. 

Why animated explainer videos work in B2B marketing

There is this perception in the world that animation is designed purely for children. I might be coming from a biased point of view when writing this as animation forms a massive part of my life. I do have to admit that i have probably watched most of the animated movies released on screen since i was a child. I recently asked my dad if he had seen the newly released animated movie Storks [ a movie that plays on the concept of storks delivering babies, a concept that came about because parents were too scared to tell their children the exact origin of their existence. So the story around ‘Storks’ is actually quite an adult concept in itself, a humor in the name that children probably won’t understand.] He immediately answered ‘I’m not a kid anymore, i’ve finally grown up!’ , now, granted i have been living away from my parents and my home town for quite some time now and like to think I am an adult myself, yet i don’t see that as a reason to stop watching animation. 

Animated movies are designed to cater for both adults and kids, because at the end of the day, it’s parents who are taking their children to go see these films. When Finding Dory was released earlier this year i read a meme on Facebook that made me chuckle a bit in my office because it was exactly how i felt about the movie’s launch. The meme was just a picture of Dory with text overlayed that said “Parents can you please just give us a chance to see the movie first before taking your children. I’ve been waiting 7 years for this! All that your kids see are fish!”
Which is very true. I went to go watch the movie by myself, it also happened to be father's day which was a big mistake, but anyway, I was the only Millennial amongst a bunch of screaming, crying kids. To me the movie was a very real depiction of the struggles of mental illness along with how parents have to cater for the needs of their children with these very real diseases. It was a tale of Dory becoming self aware of her own mental illness and learning how to make the world aware of it too. The hurdles she had to overcome and how she interacted with the other fish who only ever greeted her with misunderstanding. There were a lot of tears from my side but also a lot of healthy laughter. All i kept thinking was “ I wonder what these kids think this story is about” I mean obviously it was entertaining for them, but it was even more so for me and it was about a lot more than just fish.

Which brings me back to the point that I’m trying to make here, that the idea that animation is purely for children is a myth. Now when it comes to the work that we do, you can imagine this is something we have to deal with within our cliental quite frequently. Trying to convince your client why an animated video will work to help explain their complex CRM application is hard work - but trust us, there is reasoning behind it, this is why we do what we do. 

ANIMATION MAKES THINGS EASY TO GRASP

Using animation to explain your product or service relates to that inner child, at the end of the day, animation is used as a medium to explain life scenarios to children in a fun and exciting way. Your consumer market still wants to be entertained and there are some products and services that are hard to grasp off the bat - so we use animation. Animation helps people over that hurdle of understanding something new by making them feel comfortable and less anxious because it’s presented in a medium that feels fun and familiar. Animation simply makes your audience feel like they should be able to understand what you are explaining as it is communicated to them in a format that is used to explain things to children. 

ANIMATION SHOWCASES YOUR PERSONALITY BEST

The best part about animation is that it allows you to focus less on the actual film work and gives you full creative freedom to go mad with the concept behind the video. This means that a combination of creative, bold and humorous writing with over exaggerated graphics/ relatable characters or even just aesthetically pleasing visuals result in a video that directly reflects your brand personality the way you want to show it. 

People need to be able to gain a good feel for who you are before making a purchasing decision, they want to feel like they can trust you, video allows you to make this virtual connection. 

ANIMATION CAN TRIGGER EMOTION

Animation is able to create an atmospheric stage of your design that is able to engage with your audience by using relatable characters or storylines that are used to trigger emotions. It is much easier for your audience to stay hooked and interested by what you are explaining when they feel like they are emotionally invested, especially when positive feelings are experienced. The information presented in the form of animation is more likely to stay in your audience's heads because they have related some kind of emotional reaction to it, which automatically boosts your brand's chances of word-of-mouth marketing being spread. Animation comes across as a story being told as opposed to live action marketing videos which seem more staged and scripted. Animation is usually something your audience chooses to watch/ wants to watch. 

There are a lot of positive aspects to using animation to market your product or service. Especially due to the fact that we are in a visual age, we retain information shown to us in video 8O% more than we do when it’s read. There is a lot you can say in 9O seconds of animation, a lot more than you would with text. And, most of all, everyone just seems to love animation. And just like my dad, if you tell me you don’t, we all know you are lying, because animation is for adults too.

Why you need video in your marketing strategy

We all know how effective video has become in the world of marketing. Before now, television adverts ruled but today there has been a change in how we consume our content. With faster line speeds, easier access and mobility, there has been a rise in the need for online video. 

It is now considered a need to incorporate video into your online presence. Your consumers don’t want to read about you, or hear about you, they want to see you - and that means all of you. Welcome to the age of full disclosure and genuity, where your audience won’t settle for the nicely designed banner ad, or click on the deceiving ad placed slightly in the corner - they will wait those 5 seconds to skip your youtube ad. Because today we aren’t afforded the luxury of buying everything we see, today, we need to truly be sold. And that means we require the perception that we have made the decision to buy from your brand because we actually like you and not just what you are selling. 

The thing about the content we consume today is that it needs to be entertaining, yes, but it also needs to educate us on something or other. We want to feel like we are being proactive to an extent by watching your video. 

Take a look at Apple’s advert for the release of the iPhone 7. This was an online advert targeted purely at people who love their brand and care enough to hear about more than just what it looks like. This video was designed to educate their audience on what they missed out on during the release. The most appealing thing about video is that you can say a lot in a short period of time. 1 second of video is made up of an average of 25 frames per second, If a photo is worth a thousand words, then a video is worth a hell of a lot more. 

Check out what Apple managed to say in exactly 1O7 seconds, generating 5,612,154 views, this is the power of video marketing. 

Shall i continue? Okay. Here’s 5 more reasons for the unconvinced.  

1. Video speaks directly to your audience

Regardless of what you’re marketing, video helps convey your message more clearly.

Studies show that people read only 18 percent of the articles they choose. Viewers today more ADHD than ever due to the influx of content right at their fingertips, so the key is to gain their attention quickly.

The best way you can capture the attention of your desired audience is to not only craft a video that is visually appealing, but also speaks directly to them. Address their problems and the reason why you/your product is capable of solving those problems - tug at their heart strings, resonate with them on a socially aware level, leave them feeling understood and more importantly, leave them feeling like your video was worth their time.  and the problems they’re trying to solve.

Video is a compelling medium that can easily help you overcome the barrier of short attention spans with the right focus on the message you are delivering

2. Video helps increase traffic to your website

Visitors will spend an average of 15 seconds on your website before clicking away if they don’t find it appealing enough or even easily explanatory. Once visitors are on your site, video increases the amount of time they will spend on it by 8O%. It’s as easy as that. There are many types of videos that work for different things and different brands but the best bet for generating the most obvious result is adding a Hub video [how-to/explainer] to your site. These video’s are a great way to attract your audience and explain your product/ service in the shortest amount of time. One out of three people make a purchasing decision after watching a video on the brands website. Sharing these types of video’s on social media are also a great way to boost your google ranking as well as lead people back to your site to be converted.

3. Video helps convert leads quicker

It’s extremely easy now to Include a CTA or contact form at the end of the video and has been proven a very effective method for capturing more quality leads.

With services like Wistia helping out in the world of video marketing, you can also add a CTA to the video after a specific amount of time, allowing your audience to be pulled in before asking for their information. 

4. Video on social media increases engagement

There are countless ways that you can engage with your consumer market on social media using video, let alone boost your presence entirely.

Platforms like Youtube, Twitter, Facebook, and even Instagram now - all allow your audience to comment, like and share your video content. Engagement is how you can actually gain a good idea about how your audience is receiving your content. And now with the addition of Facebook live video, viewers are commenting 1Os more than they would on any other video. Live videos are a great way to broadcast webinars, workshops, behind the scenes, company culture, etc. Your options are endless. 

5. Video increases your SEO ranking

Websites with video’s living on their pages are 53 times more likely to rank on Googles first page than any other websites, making videos extremely powerful when it comes to boosting your website's SEO ranking. When video comes up in the search results people are more likely to click on it as the time that they have to read text is incredibly fleeting. 

Every video produced for your online marketing purposes is only a result of the strategy behind it. In order to fully achieve your goals and objectives your video has to have a purpose, whether that is to create awareness by telling your brand story, educating your audience on the release of your new product/ service with an animated explainer video, convince your audience to make a purchase by documenting a successful case study - it all relies on what you set out to achieve.

Have an idea on the business problem you would like to solve using video marketing? Fill in our brief and we will create the perfect video strategy that will guide your audience in the direction of achieving that goal.
 

The Power of Online Video

THE SLOW, YET CONTINUOUS DECLINE OF TV ADVERTISING

Since the release of DSTV’s PVR decoder, the world, in local South African terms, of Television advertising changed drastically [some would say for the better, marketers on the other hand, might disagree] 

Now all of a sudden we were handed a remote that gave us the ability to pause live tv. So we would pause it and either go take an extended bathroom break, check on the dinner or do whatever else we could think of to take up at least 1O minutes of our time because this meant that now we could fast forward through all of the annoying ad breaks to get back to the program we actually sat down to watch. 

Obviously South Africa is a bit of a late bloomer when it comes to new technology, so while PVR was the most amazing thing that could have happened, the rest of the western world were enjoying high speed internet lines where they were able to stream their favorite shows and movies uninterrupted on Netflix and other online networks. This meant marketers no longer had a mass captive audience and they were forced to rethink their strategy. 

THE RISE OF ONLINE MARKETING

Although television adverts are still extremely popular, Youtube, being the second largest search engine next to google, was the birthplace of online video marketing. Facebook and instagram following suit soon after. Unlike TV advertising, which casts a massive net over their audience hoping to catch a few unexpecting customers, Social media platforms have strong algorithms built into their marketing back end which allows businesses to select their exact target audience and get their adverts directly in front of the viewer which is extremely effective seeing as though it’s getting harder and harder for your voice to be heard nowadays.  

“You start like everyone else, a voice amongst millions, uttering a word somewhat absurd with the assumption that you might just be heard” - Jack Harries [Famous Youtube personality]  

THE STORYTELLING TECHNIQUE

Unlike the ‘good old days’ of Tv ad’s, our audience has become a lot more perceptive and judgemental about the content they consume. The internet, along with social media platforms, has given the viewer the power of choice. They like to feel like they are in charge of what they are looking at online. So if you are force feeding your audience with hard sell advertising, they are going to lose interest very quickly and even more so, they are going to lose their trust in your brand. They want to feel like what they are choosing to consume is beneficial to them personally. They can tell if all you are trying to get out of talking to them is a sale, they want to feel like you are genuine and that your brand stands for something else other than making money. They key is to tell a story they want to watch. 

Check out our blog on ‘The Power of Storytelling’ to get a better idea on why you should be telling good stories. 

WHY USE ONLINE VIDEO

Although i can go on for a while about why i believe online video is the be all and end all to the perfect marketing strategy, i know as humans, we all like to see a little proof in the pudding, so here are a list of facts to try convince you further. 

  • Video in email leads to a 2OO%-3OO% increase in click through rate.
  • Including a video on your landing page can increase conversion by 8O%.
  • Youtube reports that mobile video consumption increases by 1OO% every year.
  • After watching a video, users are 64% more likely to buy a product online.
  • 5O% of executives look for more information after seeing a video about the product/ service online. 
  • 87% of online marketers use video content.
  • 96% of B2B organisations use video in their marketing campaigns with 73% of them reporting positive results on their ROI.
  • 9O% of users say that watching a video online is helpful in their decision making.
  • 92% of mobile users share video content with others.
  • 75% of online viewers have interacted with an online marketing video this month.

These are just 1O facts out of the MANY facts about the power of online video. 
For all you visual people (so pretty much all of you), there is a great infographic created by Hubspot on the statistics of video marketing that you can view here.

Online video is helping businesses reach their audience and achieve their goals much faster than traditional advertising. If you need more convincing on how you should incorporate online video into your marketing plan, check out our blog on “Why you need video in your marketing strategy 2O17”.

RGBO is a content production agency that uses predominantly video content to serve business needs as well as solve their problems. We are always more than willing to help you out with whatever your business marketing needs may be. Give us a shout and we will get back to you with a free online/ offline consultation. 

Why video is the most effective form of storytelling

Video the most effective form of storytelling.jpg

Before I was using my laptop to stream the latest episode of New Girl on Netflix because that is the only way I get to sleep at night, my dad would read to me. 

Bedtime stories were always used as a tactic to get me to fall asleep as quickly as possible so that my parents could watch their weekly dose of The Graham Norton show without any interruptions. The only reason bedtime stories were so effective was due to the fact that I could close my eyes, listen their voice and imagine an entire visual world until I was so far within it that I would drift off to sleep. 

As we grow older, we still want to be told stories. We still want to be taken away to distant lands, we want to live vicariously through our favorite characters. But unfortunately we can’t just close our eyes at any given time and create this magical world. “No Jeremy, that would be weird, your boss already thinks you’re a little strange.”

So we read articles, we listen to podcasts and we watch a couple of cat videos here and there. But there is a reason why Youtube is the second biggest search engine below Google. Because video is the most effective form of storytelling. 

We, as humans, think visually, we create pictures in our heads to help us remember information we wouldn’t usually. So if those images get shown to us, along with the information? It just sticks that much quicker. Now we don’t have to spend the time visualizing the information we are reading, we automatically see it unfolding in front of us. 

According to recent research done by Bambu by Sprout Social,  67.2% of employees spend at least 15 minutes on social media while at work. Watching a one minute video is equivalent to 1.8 million words. So if you only have 15 minutes to try speak to your audience, video seems like the most obvious option. 

Now the key is telling a story that is worth watching in your marketing videos. 64% of people who view a video about a company’s offerings will end up making a purchasing decision, and even if they don’t, they will remember you, because they watched you, they weren’t forced to listen or to read, they chose to watch your branded content. 

Video appeals to the human mind, storytelling tugs at our emotions and music compels us to listen. With Facebook, Youtube, Instagram and Snapchat making it easier and easier to share video content, you have a very powerful marketing strategy at your fingertips. 

The Power of Online Video

Everything that exists in our lives is a story, whether it's a real one, something adapted or something made up to make our days a little more exciting. 

When I sit at a table with friends I count the number of assumed people that are about to speak before it becomes my turn to chip in, like when you play UNO and you calculate who you are going to hit with your pick-up 4 card, I plan out what I’m going to say, in the short amount of seconds that I have before the attention has been deferred to my direction I storyboard the scenes of my next statement in my mind. How am I going to say what I need to say, how will I start? Where will I end? And what will be the climax? 

It could even be something as simple as talking about the sandwich I ate today. But you see, just like any audience, your friends are waiting to be entertained, they are waiting to feel engaged with what you are just about to say, they are wanting to resonate and connect with you on a level that requires a response from their side. 

So all of a sudden, the sandwich that I ate today becomes a story in itself. A story that describes the walk down to the store from my apartment, the attractive human I bumped into in the elevator, how I was a few rands short from affording the sandwich I actually wanted but how the cashier told me “no worries man!” and gave it to me anyway. Only then, do I proceed to tell them how it was the best sandwich I’ve had in just over two months. 

It’s this inherent need to provide value to the people around us that we create experiences in our conversations, through tone, our gestures, our over exaggeration of daily life, or even under exaggeration just for effect. We are all natural storytellers, and as Shakespeare’s famous quote states “All the world’s a stage”. 

Now if ‘all the world's a stage’ and all people of the world are standing on this stage, how do we make our performance stand out? 

This is something that has become extremely prevalent in the new age of marketing. Brands are finding it harder to reach their audience because their audience have all become more aware of advertising tactics, and with awareness becomes boredom. 

They want to feel like they can relate to you on a personal level, they want you to make them feel something, they want to feel like they know you, like they can trust you, only then will they buy from you. 

That’s why classic marketing techniques are failing. Gone are the days where I can show my audience a picture of the sandwich I’m selling and immediately expect them to buy one. I need to take them on a journey, I need to add human elements to my story, I need to create a narrative around the sandwich before even mentioning the sandwich and only once we feel that our audience is listening with all ears do we bring in the sandwich.

Because a brand is no longer as good as the product or services that it offers. A brand is as good as it makes their audience feel. Your brand should be an experience, not a destination. 

So what is your brand story?  

Facebook summary post
Because a brand is no longer as good as the product or services that it offers. A brand is as good as it makes their audience feel. A brand should be an experience, not a destination.

Twitter summary post
A brand is as good as it makes their audience feel. A brand should be an experience, not a destination.