“People don’t share commercials, they share emotions”. So says Scott Stratten, marketing expert, who has amassed over 80 million views for his clients.
Successful corporate videos engage viewers and evoke a sense of emotion so strong that people are moved to share them – and the key word there is “strong”. If someone laughs half-heartedly at something, or is slightly inspired, that doesn’t make them jump to the “share” button.
Whatever the emotion is – it has to hit it hard, and if you hit one or more of those emotions, that’s when the spread starts.
However, companies are often afraid to be emotional. Perhaps they think their product is too “boring” for people to relate to, or they think a business should appear professional and that humour is inappropriate. There is a saying that there are no boring stories, only boring story-tellers – and corporate video is an inherently emotional medium, that was just done badly for many years. When you utilize the emotional capacity that video production has available, it can make a big difference in changing static and dull content, into exciting and passionate content.
A study at the University of Indiana identified surprise, joy, sadness and inspiration as four of the primary emotions that determine shareability. Below are some companies that have really got it right:
When not working Joel enjoys hiking, climbing, snowboarding, reading, films and music. Also very keen on good food and drink - living in Japan much of the time helps in that respect.
Latest posts by Joel Chudleigh (see all)
- Interview with Shawne Duperon on Effective Communication on Video - August 29, 2013
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