Video content has the power to reach the hearts and souls of the viewers. The content of a video can elicit strong emotion. It can also evoke the need for a product that transcends all fiscal responsibility or logic. Revenue from advertisements proves this point quite well. Of course, advertisers and content creators want to avoid the pitfalls of creating stale or “manufactured” subject matter. This is the kind of material that leaves the viewer feeling like they’ve wasted time they’ll never get back. Poor video content can also leave them with a bad taste for the company in general.
Depicting Genuine Emotion in Video Content
What steps should one take to make quality content? The first step is to depict genuine emotion and show the viewer real human spirit and experience. Your goal is to have viewers engaged in the story and have their interest peaked. Marketers want to draw visitors to their client’s product and to build a brand for the company. Content produced that is true to the target demographic is best at doing this.
Click Play Films is one company that has made its name through quality content that adds an emotional aspect. Even when the content for the client is traditional (i.e. interview/B-roll video), CPF puts passion into the material to connect the client, the audience, and the production team, as demonstrated in CPF’s video for FriendsofRockaway.org:
The Correlation Between Emotion and Action
There have been many commercials in years past that exude the kind of emotion that may have felt heavy-handed back then. But now, they would be the kind of sentiment for which consumers yearn.
Researchers have found a correlation between video content and the decision making process of the audience after viewing it. Positive content inspires strategic decision making. Companies who focus on what sets their product above others, rather than painting a bleak picture of the competition, have more success reaching with their audience base. Negative content leads consumers to feel alienated and angry, marginalizing them to a certain style of living or suggesting that they are not worthy of the product being offered. A studio sized budget is not needed to create quality, emotive, and engaging content. All that is required is a desire to reach the audience in a positive way, with sincere, heartfelt, mentally stimulating material.