Growth happens when you start doing things that you think you are not qualified to do so stop telling yourself you are not experienced enough because magic happens when you move beyond your comfort zone. However, if you cannot write like a copywriter then just create some visual storytelling right from your phone camera. Don’t you know that videos are processed 60,000 times faster than text? They say that human brains are hard-wired to avoid demanding cognitive loads that watching a video makes it far more easier to process than processing text. In fact, watching videos makes viewers sit back and form an empathetic connection with what they see which means being more emotionally attached to a video than to something they read.
Are you familiar with the process called mirror-neuron mechanism? A mirror neuron is a neuron that fires not just when we ourselves perform an action, but also when we watch someone else perform that same action. Our brains mirror what’s unfolding before us as if we were part of the scene, even if we are just sitting passively on the sidelines. So, when it comes to mirror neurons, there is no difference between the cinema and real life. Also, people are most likely to feel more than they think. Take note that during this emotional connection things may get out of control fast that is why you need to craft your story well and articulate the message precisely as they are presented to build the right perceptions for your brand. Edit and cut some scenes if needed…
With so much competition for viewers’ attention, nowadays companies are looking for better ways to make videos that people want to watch and share. But how? The answer, according to science, is to create videos that trigger an emotional response. What’s more, the study says videos with a strong positive emotional response are 30% more likely to be shared than videos with a negative emotional response. That means as a business, you may consider creating content that makes people feel intense and filled with positive emotions.
For example, the 2016 Brotherly Love advertisement was part of Coca-Cola’s Taste the Feeling campaign. In it, a teenage boy teases his younger sibling. He puts the younger boy’s headphones on a shelf out of reach, steps on his foot under the dinner table, and even leaves him umbrella-less in the rain. But when bullies show up to steal the younger brother’s Coke, the big brother steps in. He scares them away and returns the Coke to his brother. The older brother’s behavior is familiar to most people who’ve grown up with siblings. They may fight ruthlessly amongst themselves, but when the chips are down, their loyalty knows no bounds. By tapping into that unique relationship, the video becomes relatable for many viewers. Viewers of almost every generation can identify with what they’re seeing.
This means creating videos that invoke positive emotions and are relatable! However, you need to remember that authenticity is critical when taking viewers to a positive emotional journey because eliciting a strong emotional response may backfire if the video’s message does not align with your brand’s values. Getting more views shouldn’t come at the cost of appearing hypocritical or inauthentic. To evoke genuine emotional responses and build brand affinity, create videos that align with your company culture and values as a whole. That way, you get the best of both worlds – appealing to people with great content and reinforcing who you are as a brand and company.
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