Creating an emotional connection is the cornerstone of effective communication because only when we connect with our audience can we engage them. And there is not a marketing tool in the world that has more potential to connect with your audience than film or video.
Every persuasive communicator finds a way to make personal connections with their audience. They then use those emotional connections to shift opinions and influence decisions. Applying this principle is what sets successful brands above the competition. By establishing emotional connections with our target audience (be they customers, employees, donors or others) we build trust, loyalty and maximize potential returns.
We can no longer pretend one size fits all. To establish emotional connection we have to decide who we are trying to reach. Be specific: decide who your primary audience is. What’s the age group and education level of your target audience? What are their interests, their goals? What are their greatest hopes, dreams, fears and desires?
Audiences respond when we speak their language. When a brand communicates in a way that relates to them, it establishes credibility and starts building trust (Check out a great article on this topic by Hunter & King). In many ways, this process is akin to creating a relationship with the viewer. Once we emotionally connect we create the opportunity to build trust and credibility.
We also need to know why, where and how our audiences watch our videos and what we want them to take away from them. The answers to these questions will provide powerful insight to inform decisions – from initial concept through to cinematographic style and post production.
Once we know our audience we need to find a way to engage them. Most effective videos do this by finding a way to personalise the brand stories or commercials we want to make.
Instead of a video boasting your company’s achievements consider a film about how a client’s life or business has been (or can be) transformed by your product/service; a film about the qualities of your product becomes how your product has changed someone’s life.
But personalising our story requires more than just centring the narrative on an individual. It has to draw us in – to involve us. Finding a way for our audience to identify with or relate to the story is the key.
In the words of Confucius:
Tell me, and I’ll forget.
Show me, and I may remember.
Involve me, and I’ll understand.
Whatever form it takes, our story must send a message that is clear and relevant to our audience.
The look and feel of our stories say as much or more about our company, organisation or product than any words spoken. The visual integrity or congruence between our message, story and brand will determine whether our audiences connect with or reject it. This is where production values (the look and quality of your film) become critical.
While it can be easy to forget what we are told, compelling images that create an emotional impression often stay with us for years. Brands that don’t harness this power are missing real opportunities to stand out. When we use the look of our film to reflect our organisation or company’s values, goals and abilities – and we use imagery that appeals to and connects with our audience, we bring our brands to life in a real and tangible way.
At Good Eye Deer, we take immense pride in our work. Our commitment to building and improving brands through compelling stories has won us tremendous loyalty from our clients and numerous state, national and international awards.
We specialise in understanding audiences, building trust and delivering messages that resonate. Get in touch to see how we can help you connect with your audience through video.