Does Emotional Storytelling Work in Video Marketing?

Forging Heartfelt Connections and Weaving Emotional Narratives That Resonate with Your Audience.

Have you ever found yourself moved to tears or overwhelmed with joy while consuming content? Whether it’s a heartfelt article, an inspiring video, or a touching social media post, emotional narratives possess the remarkable ability to evoke our deepest emotions and form a profound connection with the stories being conveyed.

Conventional advertising tactics have lost their edge in today’s competitive landscape. To truly stand out and make an impact on your target audience, businesses must employ innovative strategies, and emotional storytelling emerges as a potent choice.

 

Table of Contents

01 What is Emotional Storytelling

What is Emotional Storytelling?

Emotional storytelling is a narrative technique that focuses on evoking strong emotions and feelings in the audience or readers. It is a powerful way to engage and connect with people on a deep, personal level. In emotional storytelling, the storyteller or author strives to create a strong emotional impact by crafting a narrative that elicits empathy, sympathy, or a wide range of emotions, such as joy, sadness, anger, fear, or hope.

But how does it work in advertising your product or service?

 

02 The Soft Sell Approach

The Soft Sell Approach

The soft sell approach is a marketing technique that focuses on building relationships with potential customers rather than pushing products or services aggressively. Unlike the hard sell approach, which relies on aggressive tactics, the soft sell approach aims to inform, educate, and engage customers in a non-intrusive manner. By understanding the needs and preferences of your target audience, you can tailor your messaging to provide valuable solutions rather than creating pressure to buy.

03 Why Emotional Storytelling Matters

Why Emotional Storytelling Matters

Emotional storytelling is not just a buzzword. Here’s why emotional storytelling can be a good strategy to employ:

 

Forging Genuine Connections


Effective communication is not just about listing out the features and benefits of your product. It’s about establishing an emotional connection with your audience. To achieve this, it’s essential to showcase who will benefit from your product or service. According to McKinsey & Company, emotionally engaged customers are typically three times more likely to recommend a product and to purchase it again. By tapping into the emotions of your audience, you can create a deeper connection with your brand, and this connection will have a positive impact on your business.

 

Differentiating Your Brand


In a sea of similar products and services, emotional storytelling sets your brand apart. It helps your audience remember you, not just as a company but as a meaningful part of their lives. This distinctiveness can drive customer loyalty and word-of-mouth referrals.

 

Showcasing Authentic Stories


One impactful approach in marketing is the use of real-life stories that highlight individuals benefiting from your product or service. A study by Stanford Graduate School of Business revealed that stories are up to 22 times more memorable than facts alone. Sharing the struggles, journeys, and transformational experiences of your customers creates a genuine connection and relatability for your audience.

 

Fostering a Sense of Belonging


Emotionally engaging videos also excel in creating a sense of belonging among your customers. When viewers connect emotionally with your brand, they become part of a larger community that shares their values and beliefs. According to Wyzowl, 37% of people believe testimonial videos are effective because they’re more authentic than a business’ own pitch. This sense of belonging fosters customer loyalty and advocacy.

 

Evoking Action


A well-crafted emotional story has the power to inspire action. Whether it’s making a purchase, signing up for a newsletter, or supporting a cause, emotionally engaged customers are more likely to take the desired steps.

04 Examples of Emotional Storytelling in Video Marketing

Examples of Emotional Storytelling in Video Marketing

To fully comprehend the potential of emotional storytelling through video, let’s delve into some compelling real-world examples:

 

Google – “Year in Search”

Play Video about Google — Year in Search 2020 0-9 screenshot

Google’s “Year in Search” is an annual report that highlights the most popular search trends and topics on Google Search over the course of a year. It highlights the emotional journeys of people and showcases how Google’s search engine connects users with information during crucial life moments.

The “Year in Search” for 2020 by Google, reflected the search queries and trends that defined that year. In 2020, the COVID-19 pandemic had a significant impact on people’s lives, and this was reflected in the search trends.

According to Google’s internal data, the “Year in Search” campaign consistently garners millions of views and shares across various platforms.

 

Always – “Like a Girl”

Play Video about Always #LikeAGirl 3-1 screenshot

Always, a feminine hygiene brand created a powerful video that challenges stereotypes and empowers young girls. The campaign featured a video advertisement that showcased the negative stereotypes and societal biases associated with the phrase “like a girl” by asking people to perform various actions “like a girl” and then contrasting those actions with the unbridled enthusiasm and confidence of young girls when asked to do the same tasks. The message of the campaign was to empower and encourage girls and women to embrace their abilities and strengths, without being limited by harmful stereotypes.

The “Like a Girl” campaign received widespread attention and positive feedback for its message of promoting gender equality and self-confidence. It aimed to challenge the way society perceives and talks about gender roles and stereotypes. The campaign also included initiatives to support girls’ confidence and self-esteem. It is an example of a marketing campaign that goes beyond product promotion to address important social and cultural issues.

According to research conducted by Always, after watching the “Like a Girl” video, 76% of girls aged 16-24 said they no longer saw the phrase “like a girl” as an insult. The campaign won several prestigious awards, including a Grand Prix at the 2015 Cannes Lions International Festival of Creativity.

 

Dove – “Real Beauty Sketches”

Play Video about Dove Real Beauty Sketches _ You’re more beautiful than you think (3mins) 2-17 screenshot

Dove’s “Real Beauty Sketches” campaign aimed to boost self-esteem, and it succeeded in leaving a lasting impact.

The central idea of the campaign was to explore how women perceive their own beauty compared to how others see them. Dove hired an FBI-trained forensic artist to create composite sketches of several women. The artist would create two sketches for each woman: one based on their self-description and the other based on a description provided by a stranger who had met them briefly. The campaign video shows the stark contrast between the self-described sketches and the sketches based on the strangers’ descriptions.

The key message of the campaign is that women tend to be overly critical of their own appearance and often underestimate their beauty. The campaign encourages women to see themselves in a more positive and accurate light. Dove used this message to promote its products and its commitment to promoting real beauty and self-esteem. The campaign was praised for addressing issues related to self-esteem and body image, and it received a significant amount of attention and discussion in the media and online.

As Dove broke beauty taboos, people discussed its campaigns everywhere. They were picked up by talk shows and radio, which gave Dove free marketing coverage valued at 150 million USD and increased its brand awareness.

 

Thai Life Insurance – “Unsung Hero”

Play Video about Unsung Hero _ ไทยประกันชีวิต (TLI) 0-1 screenshot

The “Unsung Hero” campaign by Thai Life Insurance is a heartwarming and emotionally impactful advertising campaign. It is a series of short films and advertisements produced by Thai Life Insurance to promote their services.

The campaign is widely recognized for its touching and inspirational stories that focus on the values of selflessness, kindness, and compassion.
The campaign is widely recognized for its touching and inspirational stories that focus on the values of selflessness, kindness, and compassion.

These advertisements often feature ordinary people going to great lengths to help others in their daily lives. The goal of the campaign is to emphasize the importance of human connection, empathy, and the idea that small acts of kindness can have a significant impact on people’s lives.

The “Unsung Hero” campaign became viral and received international acclaim for its storytelling and emotional resonance. The advertisements typically end with a message related to the importance of life insurance and financial planning, reinforcing the idea that people should protect their loved ones and their future.

Since its release on April 3, 2014, this TV commercial went viral, racking up over 2.5 million views in less than a week.

 

WestJet – “Christmas Miracle”

Play Video about WestJet Christmas Miracle_ Real-time Giving 0-3 screenshot

The WestJet “Christmas Miracle” campaign is an annual holiday marketing campaign by WestJet Airlines, a Canadian airline. The campaign began in 2012 and has since become a tradition for the company. The idea behind the campaign is to surprise and delight passengers during the holiday season by fulfilling their Christmas wishes and spreading festive cheer.

Each year, WestJet creates heartwarming and memorable experiences for passengers traveling during the holiday season. The airline’s staff and volunteers work together to make these surprises happen. Some of the surprises in past campaigns have included providing passengers with gifts they had asked for in a virtual Santa Claus kiosk at the airport, giving away free flights, and arranging special celebrations and gifts for passengers on board WestJet flights.

The campaign has garnered significant attention and praise for its creativity and emotional impact. WestJet’s “Christmas Miracle” videos, which document these surprises, are widely shared on social media and have become popular during the holiday season. The campaign is not only a way for WestJet to connect with its customers but also to give back to the community and create a positive brand image. It has become a well-known and anticipated part of the holiday season in Canada and beyond.

On YouTube, the video garnered more than 35 million views and recruited 30,747 new subscribers to WestJet’s YouTube page. When comparing to the same period 52 weeks prior, WestJet revenue increased by 86% and bookings increased by 77%.

 

Budweiser – “Puppy Love”

Play Video about Budweiser_ Super Bowl XLVIII Puppy Love #BudEpicAds 0-20 screenshot

The Budweiser “Puppy Love” campaign is a highly memorable and emotional advertising campaign that was featured in Budweiser’s Super Bowl XLVIII commercial in 2014. The commercial is known for its heartwarming and touching story.

In the “Puppy Love” commercial, Budweiser combines the iconic Budweiser Clydesdale horses with an adorable Labrador Retriever puppy. The story revolves around the bond between the puppy and a Clydesdale horse, showcasing their friendship as they grow closer over time. The puppy keeps escaping from its home to visit the Clydesdales at a neighboring ranch. The commercial is set to the song “Let Her Go” by Passenger, which adds to the emotional impact.

The Budweiser “Puppy Love” commercial was a huge success, receiving widespread praise for its emotional storytelling and the endearing connection between the animals. It resonated with viewers and is often cited as one of the most memorable and beloved Super Bowl commercials. Budweiser has continued to create similarly heartwarming and memorable commercials in subsequent Super Bowls, often featuring their Clydesdale horses and other animals.
According to Unruly, Budweiser’s “Puppy Love” was the most-shared ad by a large margin, having at that point picked up 1.31 million shares, already the 6th-most shared Super Bowl of all time.

 

Coca-Cola: “Share a Coke”

Play Video about Share A Coke Campaign

The “Share a Coke” campaign is a marketing initiative by The Coca-Cola Company that started in Australia in 2011 and has since been launched in various countries around the world. The campaign is known for personalizing Coca-Cola bottles and cans with people’s names and encouraging consumers to share a Coke with friends and loved ones.

The campaign has been adapted and localized for various countries and regions, with names and phrases relevant to the local culture and language. It’s seen as an innovative way to engage consumers and create a personal connection with the brand. While the campaign began as a limited-time promotion, it has been brought back in subsequent years due to its popularity.

The result was that 1.25 million more teens tried Coke during the following summer since its localization in the US and sales of participating Coca-Cola packages rose by a phenomenal 11%. ‘Share a Coke’ in the US was more successful in driving sales than in any previous market that had run the campaign.

 

Nike: “Dream Crazier”

Play Video about Nike - Dream Crazier _ #JustDoIt 1-16 screenshot

The Nike “Dream Crazier” campaign was launched in early 2019 and is a part of Nike’s larger “Just Do It” campaign. The “Dream Crazier” campaign primarily focuses on promoting gender equality and empowerment in sports, particularly for female athletes.

The campaign features a powerful and inspirational advertisement narrated by tennis superstar Serena Williams, who herself has faced and overcome gender-related challenges in her career. The ad showcases various moments of female athletes pushing boundaries, breaking stereotypes, and achieving remarkable feats in their respective sports. It celebrates the incredible accomplishments of women in sports and encourages women and girls to dream big and pursue their athletic aspirations without being limited by gender expectations.

The campaign’s tagline, “Show them what crazy can do,” encourages individuals, regardless of gender, to challenge norms, overcome obstacles, and pursue their dreams passionately, even when faced with criticism or adversity. “Dream Crazier” received widespread recognition for its positive message and the way it highlighted the achievements and struggles of female athletes in the sporting world. It aimed to inspire and empower the next generation of female athletes to aim high and redefine what’s possible in sports.

Nike’s ‘Dream Crazy’ won the Grand Prix in the Creative Effectiveness category at Cannes. The campaign by Wieden & Kennedy earned media worth $ 163 million, added $ 6 billion of value to Nike’s brand, and boosted sales by 31 percent.

 

Extra Gum: “The Story of Sarah and Juan”

Play Video about Extra Gum_ The Story of Sarah & Juan 0-12 screenshot

The Extra Gum Story of Sarah and Juan advertising campaign is a love story set to the song “Can’t Help Falling in Love” by Haley Reinhart. It tells the story of two young people from different cultures who meet and fall in love over a piece of Extra Gum.

The commercial opens with Sarah and Juan meeting at a party. Sarah is American and Juan is Spanish. They don’t speak the same language, but they connect over a piece of Extra Gum that Sarah offers him.

Over the next few years, Sarah and Juan’s relationship grows stronger. They travel the world together and learn about each other’s cultures. They also share many special moments, all of which are commemorated with a piece of Extra Gum.

The commercial ends with Sarah and Juan getting married. They exchange vows and then kiss, sealing their love with a piece of Extra Gum.

The campaign was a huge success, both critically and commercially. It won numerous awards, including a Gold Cannes Lion and a Grand Effie. It also helped to boost sales of Extra Gum, which had been declining in recent years.

The campaign was praised for its emotional appeal and its celebration of diversity. It also resonated with viewers because it showed how a small act of kindness, like sharing a piece of gum, can lead to something truly special.

The tagline for the campaign was “Extra Gum: The Story of Sarah and Juan.” The campaign also included a social media component, with viewers encouraged to share their own stories of connection and love.

 

Levi’s: “Get Personal”

Play Video about Levi’s® Holiday 2018 (English Subtitles) 0-37 screenshot

Levi’s “Get Personal” campaign was a 2018 advertising campaign that focused on the emotional connection that people have with their Levi’s jeans. The campaign featured a series of short films that told the stories of real people and their Levi’s jeans, and how the jeans have played a role in their lives.

The campaign was a critical and commercial success, winning the Grand PANAta Award in 2019. It was also praised for its diversity and its focus on real people, rather than celebrities.

05 Tips for Crafting Emotionally Engaging Videos

Tips for Crafting Emotionally Engaging Videos

 

As you’ve watched from the videos above, crafting emotionally engaging videos can be an effective aspect in video marketing. By tapping into your audience’s emotions, you can create a stronger connection and drive desired actions.

 

Know Your Audience

Understanding your audience is important for any good marketer, but especially so if you want to make an emotionally engaging video. Personalised content is more likely to resonate with viewers, as it demonstrates that you’ve taken the time to tailor your message to their specific needs and preferences.

 

Identify Your Target Emotion

Emotions play a pivotal role in video engagement. Different emotions can drive different responses. By identifying the specific emotion you want to evoke, you can create content that aligns with your goals and resonates with your target audience.

 

Relatable Characters

People connect with stories and characters they can relate to. Personalising your content to include characters that your audience can identify with enhances engagement. This can create a sense of empathy and connection, making your video more memorable.

 

Story Arc

An engaging story arc keeps viewers interested throughout the video. Stories with a compelling structure are more likely to capture and maintain the viewer’s attention. This is essential for conveying your message effectively.

 

The Power of Visuals and Music

Visuals and music are powerful tools for eliciting emotions. Your choice of visuals, such as imagery and cinematography, and the soundtrack can significantly impact how viewers perceive and respond to your video. Aligning these elements with your storytelling enhances the emotional impact.

 

Keep It Simple

Clarity is key. While complex narratives can be engaging in some contexts, simplicity often works best when it comes to emotional storytelling. A straightforward, relatable story is more likely to be shared and remembered, as it’s easier for viewers to grasp and connect with.

 

Call to Action

Every emotionally engaging video should have a clear call to action. This is your opportunity to guide viewers toward the desired outcome, whether it’s making a purchase, signing up for a newsletter, or supporting a charitable cause. A well-placed call to action can significantly increase conversion rates.

 

Emotional storytelling goes beyond traditional marketing; it serves as a powerful tool for forging profound connections with your audience. It involves weaving your brand, product, or service into the very fabric of their narrative. When executed with finesse, it possesses the potential to revolutionize your business and leave an enduring mark on the world.

 

Moreover, emotional storytelling is rooted in understanding your audience’s needs, desires, and pain points, and crafting a narrative that resonates deeply with them. It can be an invaluable educational tool, helping your audience not only recognize your product’s value but also its broader significance in their lives.

Remember, it’s not solely about the product itself; it’s about the emotions it elicits and the valuable lessons it imparts.

Want to learn more about product promotion? The team at AM Visuals are always available to discuss your needs. Reach out today!

 

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Emotional Storytelling in Video FAQs

Videos that evoke emotions are more likely to be remembered, shared, and drive action compared to purely informational ones.

Emotional storytelling builds connections with viewers, strengthens brand recall, and fosters trust. It can also humanize your brand and make it more relatable.

Positive emotions like joy, inspiration, and hope are powerful. However, depending on your message, vulnerability, nostalgia, or even a touch of sadness can resonate.

Inauthenticity is a big turn-off. Don’t force emotions or create a sob story. Focus on genuine connections.

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