Getting “All The Feels” Through Video
March 15, 2018
Video is a powerful medium. This is true for many reasons, but the most important is how it adds an emotional element that really can’t be conveyed in any other format.
We all want to believe that we are logical, fact-based people—but the truth is that we are driven by our emotions. Emotions are what cause us to cry during the opening scenes of the Pixar’s UP, make us smile when we’re with a loved one, or give us fierce loyalty to a product or brand.
As a brand, you want to make sure your videos send the right message, land with your audience, and—most importantly—convert loyalists. Of the types available, there are three that bring the most impact.
Ads are great—as long as they make sense for your brand. These videos can easily evoke emotion with an audience, connecting them with the deeper story that is playing out on the screen.
We made this connection work for a local hospital that was looking to promote the availability of robotically performed surgeries at their facility. We took their general concept, flipped it, and asked the deeper question: “Why would someone want to have this type of surgery?”
As it turns out, one of the benefits is a faster recovery time. From there we developed an advertisement that pulled at the heart-strings. The ad featured a father and his daughter, a ballerina, and because the dad opted for this type of surgery, he was able to recover quickly—just in time for her final performance! This approach gave the audience an “aww” moment, and connected them with the benefits.
Another HighRock client wanted to showcase a family who had been with them for generations. Within this company was a family of five consecutive generations of loyal employees. Talk about brand loyalty on a whole new level!
The documentary style video we created told the story of this family, tracing their line back generations. Not only did it help tell the story of this one family, but of the brand itself. The family members were able to detail their appreciation to the company, while providing a deeper connection to the brand. When employees are shown talking passionately about what they do, it provides a level of authenticity.
Public Service Announcements
We all remember those public service announcements (PSAs) from the 90s warning of the effects of heroin on the brain. Rachael Leigh Cook standing in a kitchen, busting open an egg and wrecking the scene with a frying pan—strong imagery that educated and got the message across.
PSAs can be anything from showing the danger of drugs, rallying awareness for a cause, providing a historical fact, or—like one of our clients—warning against the inhalation of helium.
While this type of video doesn’t necessarily lead to a conscious brand awareness, the memorable ones stick in your head and are remembered for decades. (For instance, “The more you know…”)
The Story You Tell
What kind of story are you trying to tell? What emotions do you want your audience to feel? The way you communicate your company’s story will be paramount to future success. Video will certainly get you there—and we can help! Contact us today and we can get to work on your next emotionally-driven video project.