Emotion is one of the most powerful drivers of purchasing decisions in the B2C world. Commercials make us laugh, cry, feel jealous or feel empowered. Video marketers suggest that if a consumer buys a product, it will make them more like the person in the ad. Or they say that a brand understands them, and that buying that product is the first step to happiness. Charity appeals play on compassion, and even mundane products such as detergents aim to evoke emotions by depicting stressed-out parents who enjoy the time-saving benefits of the product on display.
Using Emotion in B2B Video Marketing
One of the cornerstones of video marketing is the Emotion, Logic, Emotion (ELE) marketing approach. This formula is quite simple. Marketers need to give people a reason to pay attention to a message — the first emotion — and then they take advantage of that attention to lay out the benefits of the product, appealing to logic. Finally, they evoke one last emotional response, and hopefully that response will inspire the viewer to follow through on the call to action.