As marketers, we often spend a lot of time focused on the end game of our advertisements. What is the call to action? What do you want people to do? What is the big takeaway? But in the process, we tend to overlook a critical element: how do we want people to feel?
Feelings. Emotions. A lot of people don't like to discuss them. And that's fine in your personal life, if that's how you roll. But this is a critical component in marketing—especially marketing with video. People react largely based on feelings. When you put them head to head, emotional reactions will trump logic and reasoning every time.
Which is why it's just as important to determine from the outset what the emotional takeaway of your video will be. How do you want people to feel when your video is over? Should they be hopeful and inspired? Are you trying to make them laugh? Do you want them to feel nostalgic and introspective? Or are you trying to startle them into facing a harsh reality?
The visceral experience of video is what makes the medium so powerful. In just a few short moments, a video can literally change a person's mood and leave a significant impression on them. However, you want to make sure that the mood they leave with is the one you want them to leave with.
Establishing the desired emotional takeaway up front will help you determine the style of shooting, graphics, editing, and audio you end up using throughout the project. Once you know the direction these elements are taking, writing the script and creating your video will be a much more efficient—and effective—process.
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