How video creates value with emotions


Unlike other mediums, video is able to convey rich information to audiences. Video is advantageous in its ability to depict non-verbal communication and emotions. This can make a big difference in the amount of audience engagement it provides compared to text and images. Audiences can become absorbed by the emotions that can be expressed using video. This is seen on a wide scale from movies to advertisements that all try to play to audiences’ emotions. When emotions are effectively used, they can increase audience interest in the content in front of them. Engaging audiences to pay more attention to content is beneficial to any cause. This can allow businesses to reach audiences better. 

On the internet that is mostly composed of emotionless text, video stands out. It can accurately depict the human face and its expressions which communicate emotion. Faces are a focal point of attention for audience members, who are used to making eye contact during conversations. Its hard-wired into out brains to try and pick out subtle cues from facial expressions as well as voice intonations. Video is unlike text, which communicates everything in a monotonous way, subject to interpretation. Video sends a clearer message about what emotions creators are trying to express. In many cases with video there is no ambiguity or interpretation for the emotions shown. Audiences members can actually see the facial expressions and changes in voice that signal emotions. This can affect audience moods, because emotions are highly contagious. Viewers can easily be picked up by being shown positive emotions. This can be a point of inspiration for audiences. Emotions in video can motivate people to take action by eliciting feelings. 

Videos are great for creating business value. They are able to communicate logical reasons for buying a product or service in an efficient manner. Aside from being able to effectively deliver information videos are also great at creating personal value. Personal value of a product or service stems from emotions felt by its prospective customers. Establishing feelings among consumers makes an offering more memorable. Consumers will recall more quickly a product they feel strongly about than one that communicated with dullness. Personal value can often have stronger effects on consumers than business value can. People are not always driven by logic; they sometimes make choices based on feelings. Appealing to this side strengthens a business’s ability to motivate consumers. When business sense is kept intact, these two different strategies can work in tandem, creating solutions that consumers think and feel highly of. 

Many different emotional strategies can work on consumers. Anything is better than dullness, because emotion makes content memorable. Consumers can’t think over a product or service offering if they can’t remember it. Emotions can also create motivation for certain tasks. On a case by case basis, emotional strategies can be created to persuade video viewers to take a certain action. Although positive emotions can be favourable in some situations, negative ones can be stronger motivators. Negative emotions such as fear and greed can be powerful calls to action. In one example, a video for St. John’s Ambulance causes audiences to feel helpless about a child involved in an accident. It uses this emotion as a call to action for viewers to learn emergency first aid. There are no strict rules for implementing an emotional strategy. This requires brainstorming and playing around with different approaches because often there is more than one right answer. 

Videos provide opportunities to create personal value where other mediums fail. Emotional strategies that can be used in videos can make an offering more memorable and also motivation specific actions.

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