Mastering Emotion: Video Marketing Best Practices and Tips
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How to Create an emotion around a product brand video
Marketing is like dating; to get to the stage of engagement you have to build a strong foundation on an emotional connection!
Why You Need Video in Marketing CPG
Let’s face it…
Video is not a one size fits all type of format in marketing. What might work for one brand, won’t necessarily work for yours. So, you’ve got to understand the “why!” It’s important to have clear goals for your marketing strategy in order to better understand how video fits into the execution.
For CPG brands, video is the ultimate super-power! It has become a dynamic tool that offers an immersive way to showcase products, enabling CPG brands to tell engaging stories that resonate with consumers.
We often refer to the ‘currency’ of social media being attention. As the competition for attention gets stronger, and users are constantly caught in an endless scroll pattern, video allows CPG brands to showcase product functionality and create an emotional connection that has consumers visualizing the product as part of their life.
The Key to Creating Emotion in Video
When it comes to creating emotion in video marketing, there are so many avenues to take.
There’s animation, interviews, voice overs, lifestyle, brand stories. But knowing how to successfully evoke emotion, doesn't actually have anything to do with the type of video at all - but how you bring it all together.
Tip #1: KNOW YOUR CONSUMER
What are their pain points, their values, and how do they live their lives? Regardless of whether you’re trying to portray joy, empathy, excitement, or nostalgia, it all boils down to how well you know your target audience.
Before you even touch a camera, knowing your audience and how to speak to them will give you much more clarity on how you can elicit an emotional connection.
Tip #2: Have A Strategy!
What is a video marketing strategy?
Strategy will be your roadmap to creating a video that connects your product with your audience. It will include everything from the early stages of brainstorming to the final stages of publishing.
A well-crafted strategy gives your video purpose, and dictates whether it will leave a lasting impression. Ensuring the video you create is ultimately aligned with your brand and works for achieving your marketing goals.
Psst… If you wanna learn everything there is to creative strategy, our industry professionals have all the knowledge!
Tip #3: It’s All In The Details
Creative marketing is a game of detail, and the winner is the one who is able to fine tune the cinematic details to create a harmonious masterpiece. There are a few popular tools used by filmmakers to add an extra touch to a product brand’s video marketing…
Music
Choose a carefully curated soundtrack and turn your video into a full-sensory experience. Music has the power to evoke powerful emotions, and can enhance the emotional impact of your video and leave a lasting impression. Check out this one we created for our friends at Union Wood Co.
Storytelling
Crafting a compelling narrative can go a long way in creating a video that resonates with your audience. Tell a story that highlights the values, mission, or journey behind your brand. Check out the story of Anne & Purdy the guide dog, for Purdy’s Fundraising Program.
Visual Aesthetics
Pay attention to the visual elements of your video. Use colors, imagery, and cinematography techniques that align with the emotional tone you want to convey. High-quality visuals and thoughtful design contribute to the overall emotional experience. Visual design was our main focus with this video for Vessi Shoes, check it out!
Combining these three elements can create a holistic video that emotionally resonates with your target audience, and allows you to build trust and an engaged community.
Tip #4: GET A CREATIVE PARTNER
As a creative agency, we’ve heard it all from our CPG clients:
“My team is struggling to align on one idea for our video campaign.”
“I want to add video into my marketing campaign but there’s already too much on my plate to even think about adding on more.”
“I have NO idea what kind of video would help me reach my marketing goals.”
“How do I even start the planning process for video production?”
Lucky for you, we’ve got a solution to creating video content that leaves an impression and is tailor made for your brand and community.
Our Video Blueprint Workshop is a 2-hour workshop where you walk away with a start to finish plan for your video campaign, completely unique to your brand and its goals.
Our creative team takes into consideration your branding, values, short and long term marketing goals AND helps you kickstart your video production for content that will create EMOTION!
Check out everything you need to know about our Video Blueprint Workshop!
Conclusion
In the highly saturated world of e-commerce, it’s difficult for product brands to stand out online… But not impossible! Don’t get us wrong, we’re big fans of big-budget aesthetic video content, but if you’re looking to create trends in video marketing rather than follow them, you’ll want to leave a mark. Best way to do that is through the emotions you create.
Harnessing the power to evoke emotion in video marketing is not just part of a strategy; it's a necessity for CPG brands aiming to create a lasting presence in the hearts and minds of consume
Video marketing is one of the most effective ways for CPG brands to elevate their marketing efforts. As the digital landscape continues to evolve, the art of evoking emotion through video remains a potent force, transforming ordinary products into catalysts for shared experiences and lasting brand loyalty.