Video marketing is increasingly becoming the most popular form of online advertising, with brands utilising the power of video to connect with their customers and promote their product. According to Cisco, within the next two years video will account for 80% of all consumer activity on the internet. A powerful way to communicate a message when using video is to use emotion to connect with your customers.

Why use emotion?

Emotion has long been utilised across all advertising forms to convey a specific brand message to a group of consumers. The ultimate aim of video marketing should be to help you achieve your business objectives. By using emotion you can connect with your consumers’ feelings to give them a deeper experience of your advert. Videos that leave the audience feeling happy are considered to be more effective. As opposed to those that leave people with a negative feeling, caused by emotions such as worry or sadness. When video can successfully capture and portray emotion effectively, the impact is huge.

‘Man on the Moon’ – John Lewis

John Lewis’ 2015 ‘Man on the moon’ advert managed to perfectly capture the spirit of Christmas, by reminding people to reconnect with the elderly in their lives at this special time of year. The video helped John Lewis to increase sales during the period by 1.5% on the previous year and an incredible 15.8% compared to the week prior to the ad being launched.

‘This Girl Can’ – Sport England

Another hugely successful advertising campaign that drew emotion into its brand messaging was Sport England’s ‘This Girl Can’. This fast-paced, uncompromising portrayal of the raw emotions women feel when participating in exercise had a huge impact. The viewer feels a real connection with the women in the advert, recognising themselves in the messaging. As a result, 2.8 million 14-40 year old women said they have done more activities as a result of the campaign. If that’s not successful advertising we don’t know what is!

If you want to create a video marketing campaign harnessing emotion to engage and connect with your audience, contact Skylark Media today to see how we can help. With over 12 years of TV and broadcasting experience, our team can help you to produce an effective campaign to promote your business to your target audience. Contact us today on: 0117 258 0011.

Jo Aug 22nd, 2017

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.