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Emotion Trumps Rationality in Video Marketing

So you want a video to promote your brand? Cool. It should highlight all the technical details and how well the brand works? You’d think so, but maybe not.

Humor me for a second.

You walk into the pet store. The plan… to go home with a new friend, but you’re not sure what. Rationally, a cat would be a good choice; they’re clean, independent and easy to care for. You walk towards the feline section when suddenly, a poster catches your eye. The caption reads, “The Perfect Pet!.” You’re intrigued, not because the tiny animal is cute (even though it is… extremely) but because the man in the poster is surrounded by adoring friends, all excited about the new pet. Suddenly, you’re daydreaming. Beautiful women kiss little Billy (you named him Billy), then they kiss you. You’re best mates give you high fives and pats on the back as the scratch adoringly under Billy’s chin. In your mind, he’s already yours. And with that, you skip merrily out the pet store with… A teacup pig.

What this poster failed to mention is that teacup pigs are really just small, potbellied pigs. They grow, sometimes quite large, and like most pigs, love to root, play in the mud and splash in water.

BUT

They’re adorable, and your popularity instantly shoots through the roof!

Sure, when comparing a cat to a teacup pig, the rational choice would have been a cat, they make better pets based on the technical comparison of care to enjoyment. The problem is, humans are emotional creatures, and emotions can alter the way we feel, as well as our opinions and actions in decision making situations. “Why settle for logic, when I can have it all (Billy!).”

Let’s bring it back to your brand video. Certain technical elements should be highlighted, but in a more general fashion. What you’re looking to do is connect with consumers on an emotional level. You have the power to build positive feelings in audiences with a creative video. Those positive feelings then lead to an emotional attachment to your product or brand.

How do you think big, brand name companies continue to excel over store brands, even though they generally contain the same ingredients and are significantly more expensive? It’s all about feelings. Humans feel like they know brands in the same way they know other people. If they like your brand, they will continue to use it even if more logical brands are available, the same way you might drive a few hours to visit your best friend instead of staying home and hanging out with your nice, but less exciting neighbor.

So what kind of emotions should you target in your videos? That’s a good question, and there really isn’t one specific answer. You may choose to target one or more based on the type of appeal you’re looking for. Take a look at some of the more popular emotional appeals.

Happiness – The most popular emotional appeal, simply because its pursuit is the rationale of every decision you make. “Will this make me happy?” It’s the American dream. Your video could be funny, generating joy through laughter, or it could reflect the dreams of your audience, reflecting what would make them most happy and how your brand could bring them to that state of being. Attracting the love and attention of your peers because you bought the teacup pig is an excellent example.

Sadness – As the exact opposite of our most popular emotional appeal, one might think you should never make a sad video. Not True. There are many reasons a sad video can be just as effective as a happy one, the biggest reason: empathy. If your brand or product touches on a sad or sensitive topic, viewers can be drawn to you through their own personal experiences and feelings on that topic. This empathy often makes us more generous and trusting, attachment to your brand will grow, just in a different way.

Fear/Surprise – In a similar way to Sadness, Fear and Surprise can be effective in stimulating greater brand attachment. “A study published in the Journal of Consumer Research demonstrated that consumers who experienced fear while watching a film felt a greater affiliation with a present brand than those who watched films evoking other emotions, like happiness, sadness or excitement (Seiter, 2014).” People cope with their fears by turning towards the familiar, either close friends or, in our purposes, a comforting brand. I know I settle down for every scary movie with a pint of Ben and Jerry’s.

Anger/Disgust – While many attribute anger to other emotions like aggression, a recent study by The University of Wisconsin found that it also creates an interesting form of online stubbornness. When exposed to negative comments on a particular stance, viewers are more likely to sink in and, sometimes irrationally, defend their original viewpoint. Harnessing this emotion within a video can be tricky, but, with the right script and target audience, the ability to increase brand allegiance his highly likely.

Guilt – Consumers can be easily persuaded by feelings of guilt. This emotion is perfect for Non-profits. You might often hear phrases like, “Don’t let them suffer anymore, for only (Insert small contribution here) a day, you could save a life.”

Pride – Many consumers want to feel cool, they want to be trend-setters. Taking a keeping up with the Joneses mentality when developing a video is never a bad thing when it comes to brand promotion. Look at Gatorade and their “Be like Mike” ad campaign. According to them, if you drink Gatorade, you can play ball just like Michael Jordan. So consider targeting pride in your next video, all the cool kids are doing it.

These are simply a few of the many emotions one could target in their promotional video or advertisement. To decide on the best option to meet your branding goals, consult a professional copywriter and producer. They’ll be able to design a solid concept and execute it with the professionalism you’re looking for. May I suggest Clearview Media?

Written by: Cody Stauber
Clearview Media

References:
https://blog.bufferapp.com/science-of-emotion-in-marketing
http://www.millwardbrown.com/docs/default-source/insight-documents/knowledge-points/MillwardBrown_KnowledgePoint_EmotionalResponse.pdf
http://smallbusiness.chron.com/difference-rational-emotional-marketing-23661.html
http://en.wikipedia.org/wiki/Miniature_pig
http://www.entrepreneur.com/article/205240
https://www.thedodo.com/whats-misleading-about-the-tea-843842300.html
http://onlinelibrary.wiley.com/doi/10.1111/jcc4.12009/abstract
http://www.inc.com/ilan-mochari/customer-loyalty-horror-movies.html
www.youtube.com/watch?v=D4RuPmEFZ1Q

Choosing the Right Camera for Your Video Production

When approaching a new project, there are many factors that go into determining the proper feel for the video production. Choosing the right type of camera can make a world of difference, but don’t worry, your cinematographer or director of photography (sometimes shortened to DP or DOP) will take the lead on this important decision.

Let’s take a look at the three main camera types, Video, DSLR and Cinema, to see which one would work best for your project. This is a high-level comparison and largely subjective. Usually the final decision comes down to budget and what your DOP is comfortable using.

Video

Video cameras are great for documentary style productions, news and athletic events. They offer strong optical zoom (unlike DSLR and Cinema cameras that use interchangeable lenses) to easily follow a moving subject without stopping to change lenses. The zoom reflex is button operated, making for a more smooth, controlled zoom when compared to other cameras. Video cameras also come with manual audio level control to easily monitor audio internally and can record for hours without stopping.

Unfortunately, if you’re going for more of a “film look” the video camera is not for you. It typically offers less aperture flexibility to achieve that shallow depth of field than cameras that use fixed focal length lenses.

DSLR

Digital Single Lense Reflex (DSLR) cameras can give you that “film look” you want at a fraction of the price. They are relatively cheap when compared to full fledged cinema cameras and use interchangeable, fixed focal length lenses with a wide aperture range to achieve the desired depth of field. DSLRs also have bigger sensors than many video cameras, making them significantly better under low light conditions. They do have the ability to zoom when using a specific zoom lense, however these lenses have a limited range and are manually controlled, making it more difficult to create that slow, smooth zoom without external accessories.

Also, many DSLR’s have limited recording time of approximately 30 minutes and bad internal audio with little to no manual control. External audio is usually used with the DSLR in professional productions.

Cinema

Cinema cameras are another beast when it comes to shooting a professional production. Like their name suggests, cinema cameras are the absolute best for film and television. They offer extended recording times, greater dynamic range (are more forgiving with exposure), and a sharper image quality than DSLRs.

There are two categories of cinema camera to choose from based on your needs and budget. The first is a pro-grade, interchangeable lense camera for the independent filmmaker or small business. Canon C100 and C300 cameras are good examples used by Clearview Media. They offer comparable high resolution and high definition (HD) capture in an ultra-compact body similar to a DSLR. With built in ND filters and a cinema color grade, these cameras were created specifically for professional productions with modest budgets.

The second category of cinema camera is built for professional productions of the highest caliber, including studio cinematic films and TV. Cameras like the RED series fall into this category. Even better than their little brothers, these cameras shoot in the highest 4-8K resolution. Many can maintain this resolution shooting up to 120 frames per second and are still compact enough to configure your rig for every production type, including gimbal, run-and-gun or studio environment.

Keep in mind, these cameras are very expensive and usually only necessary for the highest level productions and cinematic distribution. Most TVs on the market today only project in HD 1080p, the resolution produced by a DSLR.

This is a basic rundown of the differences between Video, DSLR and Cinema Cameras. Each offer their own unique attributes for different project types. Take some time to research exact camera models to find out which is best for your specific project.

Cody Stauber
Clearview Media

Reference List
http://www.raindance.org/5-things-you-should-know-about-dslr-film-making/
http://www.videomaker.com/videonews/2012/07/benefits-and-limitations-of-dslrs-vs-camcorders
http://www.the-digital-picture.com/Canon-Lenses/Zoom-Vs-Prime-Lens.aspx
http://www.red.com/products/weapon-dragon
http://cpn.canon-europe.com/content/product/cinema_eos/canon_eos_c100.do

Interview Quick Tips: What to Wear On-Camera!

It’s a big moment, your first on-camera interview. While your mind ponders all the things you’re supposed to say, you may be overlooking one of the most important details of the day: Your Wardrobe! First impressions are everything, and the first thing viewers will notice before you even open your mouth is what you’re wearing.

Unless you’re Don Cherry, CBC Sports Broadcaster, follow these few tips on what’s appropriate and what will look great for a video interview.

1) Wear Simple, Solid Colors – Simplicity is best, it keeps the attention of the audience where it’s supposed to be, your face! Muted tones work best, avoid anything bright and distracting that will draw too much attention, like bright reds and yellows.

2) Avoid Blacks and Whites – Whites have a tendency to drown out your complexion, leaving you almost ghostlike on-camera. Blacks actually have the same effect, they require more light to show up on camera, leaving your face overexposed and washed out.

3) Lose the Patterns – Due to the way cameras process images, tight patterns like stripes or plaid often appear to vibrate or buzz on screen. Bold patterns can also be distracting. When in doubt, see Tip #1.

4) Ditch the Revealing Attire – What’s appropriate for The Real Housewives of Beverly Hills is definitely not appropriate for respectable productions. Short skirts and low cut blouses on women, and tight or open shirts on men, will divert an audience’s attention away from your face.

5) Leave the Shiny Jewelry at Home – Hanging jewelry often makes unwanted noise when you move that’s easily picked up by microphones. Jewelry choices should be simple and elegant, such as one fitted bracelet and/or necklace. Yes, ‘dat gangsta chain is fly,’ but anything that glints, shines or reflects is another major hazard for any production team.

6) Wear Strong, Sturdy Fabrics – Most likely, you’ll have a small microphone attached to your shirt for audio purposes. Though lightweight, these mics have cords that can pull on flimsy materials, creating weird creases and wrinkles.

7) Rethink Glasses – If you wear glasses all the time, wear them on-camera (with glareless lenses if at all possible). Otherwise, glasses can shield your eyes, severing your connection with the audience (especially if the glasses have tinted lenses).

8) Forget the Myth – They say the camera adds 10 pounds. This extremely common myth has been the bedrock of wardrobe calamities for decades, and it’s completely false. Stick to these tips and you’ll be fine.

And most importantly:

9) Be Comfortable – Your clothes should fit and you should feel comfortable wearing them. The slightest discomforts are more apparent that you think, especially when it comes to your mood and facial expression.

These simple tips are the key to appear prepared and professional for your video interview, giving you more time to focus on what’s really important: Your Words.

Cody Stauber
Clearview Media