3 Rules to Ramp Up the Emotional Power of Online Videos
For all of you video professionals out there, let me tell you something you probably don’t hear enough:
You’re in the right business, my friend!
Did you know that visual learners make up 65% of the population? Even for the other 35%, people feel more positive when they’re learning from video than any other media.
Big brands have known that for eons; That’s why they throw supersized budgets into Superbowl commercials!
And the greatest news?
You don’t need a Superbowl-sized budget to play like the big leaguers. You can evoke emotions and drive actions just as well as they can. The following three strategies are your game plan.
Now before you check them out…
Born in India and raised in New York City, Ahan is a passionate musician and music teacher with a contagious appreciation for all kinds of music from every corner of the earth.
In 2005 Ahan started Music Without Borders and began teaching lessons to children. In 2007, he expanded his brand to include online tutorials and educational videos with an emphasis on multi cultural music.
Ahan uses his Gbox videos as a platform to spread positive messages and make a difference in the world. He inspires passionate responses from his pupils and viewers by incorporating the following three strategies.
1. Practice Authenticity
You’re MORE than a producer, director educator, or online personality. You’re a video marketer.
You’re reading this article because you want to get more eyeballs on your content, and you’ll do what it takes to make that happen! They want emotion? Here comes the drama!
But wait…hold on a minute. There’s a rule that you must understand before you can make effective emotion-driven content. Ready for it?
DO NOT pressure yourself or your team to make an emotional impact.
Manufactured emotion is what we call “cheesy,” and its result is a dire loss in the potential effectiveness of your videos.
Instead, focus on telling real stories.
Ahan could make commercials with child actors that pretend to be his pupils. But why, when he has the real thing right in front of him?
Instead, Music Without Borders regularly posts video montages that showcase the growth in a student as she learns to play an instrument.
In each of these videos, Ahan will regularly ask interview questions to the featured child.
As the child answers the questions and plays for the camera, a cute, interesting, sometimes funny and most importantly, GENUINE storyline forms.
The most effective commercials, tutorials and videos use real stories and authenticity to get a point across. Take a moment to consider how you are or can use this tactic for your own content.
Inspire Through Positivity
I HOPE you’re not reading outdated, antiquated marketing books that suggest you hammer on your competition to make your own brand seem superior.
I’ve read these things myself. They talk about how you can point a big fat finger at your enemy’s flaws. Make the other guy’s downfalls look like deep pits and then pipe in with how you can come to the rescue, fixing each and every one of his problems.
Unless you are really, REALLY funny, you’re not going to get away with this.
Even Budweiser faced major backlash after airing an aggressive superbowl commercial that attacked microbreweries. They received 10x as many social DISLIKES as likes for that mistake. Yikes!
Believe it or not, the current culture trend is positivity. Especially when it comes to online videos and commercials. Instead of dissecting your foes, paint a bright and brilliant picture of what YOU offer to the world. No negativity needed.
Even if you’re exposing something dark or negative, it is extremely important to end on a positive note that inspires optimism about the future.
Ahan does this perfectly in his newest commercial for his online music lessons. He asks ten children to describe how they felt after learning to play their first song.
The answers are a testimony to his teaching and the video serves as a clever way to invoke desire in his leads. After watching, parents feel strongly that they want their own children to experience such rich cultural experiences, such joy, and they’re now in the right mood to make purchase decisions.
Marry Emotion and Logic
Emotion without a hint of logic is like trying to eat peanut butter and jelly with no bread. Without substance, you’ve got something sweet and mushy that will only appeal to the sweetest of the sugar tooths around.
On the other hand, peanut butter and jelly on hearty bread is a universal, dare I say, innate favorite.
That’s what emotion is like. Everyone is born with it and we like it when it’s mixed with something of substance.
So as you produce creative, emotion driven content, remember to infuse it with logic. Logic includes factual information, wisdom, and insight.
Ahan is really good at infusing these. Each of his music tutorials showcases one song. He describes to his pupils that “the emotion of the piece is the driving force” and “if you focus equally on your feelings and hitting the right notes, you’ll master the piece.”
For your brand, it may not be as obvious what you are “teaching.” It may take some thought to pinpoint what your message is. But it’s worth taking the time to create content that is meaty rather than watered down.
That’s a wrap! As you practice authenticity, inspire positivity and perfectly combine emotion and logic, your videos will touch the hearts of your viewers and perform better than ever before.