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We all know that creating an emotional reaction in your audience is important. Emotions drive action, they drive advocacy. Visual storytelling – especially video – is the perfect way to drive this emotion. But how? Here we share the secrets of creating video content that connects and take a look at some of the best examples out there. If you’re ready to be inspired read (or should we say watch) on. 

1) CHOOSE THE RIGHT EMOTION

Not every emotional video has to be a tear jerker. Just as powerful are videos that make you laugh, or smile. Or that empower you, or even scare you. Joy, fear, amusement, surprise, affection, sadness, pride. Think carefully about the emotions that you want to elicit in your viewer.

AMUSEMENT – JOHN LEWIS HOME INSURANCE, TINY DANCER 

We could write an entire blog post dedicated to UK retailer John Lewis and its impressive backlog of emotive video campaigns. But this is one of our favourites, and definitely ticks the amusement emotion box. 

FEAR – ST JOHN’S AMBULANCE, SAVE THE BOY

Fear is a difficult emotion to pull off for consumer products but can work perfectly for certain situations such as this. The element of surprise at the end is also incredibly powerful.

2) TELL A GREAT STORY

Storytelling is the most important part of creating a successful emotional video. You need a powerful script that twists and turns, has an element of surprise and keeps you guessing. All in two minutes or less. Phew!

AT&T, IT CAN WAIT

A powerful portrayal of how lives are irrevocably changed by the devastating consequences of a seemingly innocent glance at a phone while driving. 

https://www.youtube.com/watch?v=hVEBJxS2J_Y

NIKE, UNLIMITED FUTURE

The power of humour should never be underestimated, and this video from Nike is the perfect example of something completely unexpected. 

3) SELECT THE RIGHT STYLE

There are myriad ways to shoot a film and it’s important to choose the best one for your brand, and for the emotion that you are hoping to evoke. Hollywood style film shoots are great, but are only one way to do it. 

EXPERIENTIAL – LOVE HAS NO LABELS, AD COUNCIL

Proof that emotion can be created through clever experiential activation. The perfect use of the element of surprise too. This creates a real sense of community and pride. 

ANIMATION – CHIPOTLE MEXICAN GRILL, THE SCARECROW

A beautifully crafted video, which also had an accompanying app. The sophisticated style appeals to adults and children alike. The moment with the cow is pure tear jerk gold. 

DOCUMENTARY – BARRY’S VOLKSWAGEN STORY

Volkswagen’s documentary style video used real people and their real stories. The result? Real emotion. The company maximised the success with social media and a follow up video explaining how they did it. 

4) TEST AND TEST AGAIN

Aligning your brand with an emotion is a tough call. It needs to be a good fit, and you can never be seen to pull on emotions purely to sell products. Focus groups with unbiased potential customers and viewers is an important part of the process. 

In May this year, McDonalds hit the headlines for all of the wrong reasons, after releasing a video in the UK which was accused of exploiting child bereavement. It received hundreds of complaints, and a strong backlash on social media from those who lost a parent at a young age. It was swiftly pulled from TV. 

What are your favourite examples of emotional videos? Let us know on Twitter @Tiny_Hunters. If you’d like to discuss your video marketing needs we would love to hear from you.

Written by: Jo Whelan
Published: May 22, 2017