Emotional Engagement: VIDEO that sells Character & Story

April 21, 2016

When engaging with consumers. There's often the practiced method to tell them what the product is and how it works. It's logical... or is it?

 

There's an almost ancient practice done by the best of marketers in order to tap into something less logical and something more emotional... the heart. Rational engagement, the method which uses logic to engage consumers, is a challenging practice. With so many new products being offered, there's very little room in which your brand can absolutely shine through. leaving you to rely on a very effective differentiator. When we develop our creative briefs with our clients, it becomes one of the most crucial ways our clients explain why they are better than the competition. This can overtime, become harder to unpack, as so many other products of the same type, begin to appear. The one area that makes each business completely unique is the story behind the product and the people. Characters and story tap into our emotions, and consumers engage with story emotionally.

 

We want to believe in them, we want to share them, we want to tell others about it.

 

Consumers are people, and as people, we connect with other people and their stories. We engage in the natural progressions, and struggles we each go through... we are 100% engaged with that story. Because of this genuine attraction to characters and their stories, we often let go of that rational side of decision making, and begin to make emotional decisions that justify any reason to get behind it. The same thing happens when companies use this emotional engagement to tell human stories. We want to believe in them, we want to share them, we want to tell others about it.

 

Whether live action or animation, characters and story are the kings of providing that human element.

 

Story driven campaigns provide a stronger type of engagement and are becoming a major go-to method when it comes to video marketing. I believe if there's any way to introduce a human element into videos, it should be done. Stories, whether fact or fiction maintain the same amount of power in the eyes of consumers. It's one of the many reasons why movies are so important in our society. Whether live action or animation, characters and story are the kings of providing that human element. Characters can be real people, or they can be cartoons. For the sake of this explanation, I will use the word Character.

 

During your next video campaign ask yourself the important question. Who is the character and what is their story?

 

You can look at the character in various ways. Whether real or fictitious, always understand who the character is, thier strengths and weaknesses, where they've come from and where they're going. The more details you have, the easier it will be for you to tell their stories. Even if the character is fictitious, every character must have a believable human element to them. In the beginning, the character must face a particular type of conflict. With every story, conflict is a glue that allows people to eventually feel a sense of solution, improvement, or accomplishment. Conflict is what carries the character through their journey.  Introduce your characters challenges and conflicts in the beginning of the story, explain how the character is attempting to take on those challenges, and finally, end the story with how that character has beaten those challenges.

 

Storytelling when treated simple, are the vehicles of powerful communication. And will offer your brand a tool for effective emotional engagement.

Neuroscientist Antonio Damasio fully supports the notion that we in fact, make all of our decisions emotionally and not logically.

 

Emotions play a large role in our decision making, and is like the cheat codes into persuading people to support a brand. Emotions are irrational and often distort reasoning. It's often the case that when we show consumers how they will be happier upon buying a product, through the eyes of a character, they will often buy into a brand. Neuroscientist Antonio Damasio fully supports the notion that we in fact, make all of our decisions emotionally and not logically. His studies showed that people who could not feel emotions had a harder time making decisions.

When you propose solutions to the problems and fears your consumers have, you enabled them the chance to have an advantage. Thus, making them happy. Through stories about people (Or characters), you have the opportunity to relate to them on a deeper level.

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