You might think of commercials as the interruptions you have to sit through during your favorite TV shows, but there are probably a few brand videos that have caught your attention over the years. Maybe it’s this one from Always, or this one from Budweiser, or this one from Volkswagen.

What do all these videos have in common? They made their viewers feel something. Whether these commercials made you laugh or cry, you think of them fondly because they leaned into emotion.

Part of the magic of video content is that videos convey emotions in a way that text or images alone can’t. By tapping into the emotional aspect of storytelling, music, visuals, and editing, companies can create compelling videos that truly resonate with their audience—and stick with them for years to come. 

Wondering how to harness emotions for your next marketing video? Here’s everything you need to know about creating your own certified tear-jerker. 

Why Are Emotions Important for Video Content?

Emotions are a fundamental aspect of human nature, and they play a major role in decision-making and purchases. In the context of marketing, emotions help brands forge a connection with their audience and steer their purchasing decision one way or another.

Think about the last time you needed to make a big purchase. You might have started your search on Google (or—if you’re especially old-school—at the mall), but chances are, your brand perceptions played a behind-the-scenes role. For example, if you were in the market for a new laptop, emotion-laden brand messaging may have influenced whether you felt more drawn to Apple, Microsoft, or Dell. 

The gist is simple: videos that evoke emotions are more powerful (and more likely to influence marketing KPIs) than videos that don’t.

How To Incorporate Emotion in Different Video Elements

Unfortunately for marketers, producing an emotion-influencing video is easier said than done. Viewers can sense an authentic experience through the screen, and they’ll see through attempts to force emotion that’s not genuine. 

To make matters more complicated, every element of the video production process can influence the emotional arc. Emotions are built with great storytelling, effective music, stunning visuals, and expert editing. If any one of those elements falls flat, your emotional narrative is at risk. 

The key to successfully influencing emotion is considering all those video components together. The more intention you are about integrating emotion from the beginning, the more likely you’ll succeed.

Storytelling

Let’s start with storytelling. Remember those video examples above? They all told interesting, heartwarming stories in a very short timeframe. A well-crafted narrative is the beginning of your emotional buildup, and it’s the most important element to get right. Without a compelling story, the other elements are doomed to fall flat.

When you start brainstorming your creative concept, think about the story you want to tell and the emotions you want to evoke. Craft a narrative arc that engages your viewers from the beginning, builds tension or excitement, and concludes with a satisfying resolution. The rest of your creative choices can play helpful supporting roles as long as your emotional foundation is solid. 

Music

Music has a remarkable ability to stir emotions and create a powerful atmosphere in videos. The right soundtrack can enhance the mood, amplify the emotional impact of your message, and evoke specific feelings in your viewers.

When choosing music for your video, consider the tone and mood you want to convey. Are you aiming for a sense of nostalgia, inspiration, or excitement? Choose music that complements your message and resonates with your target audience.

You’ll also want to pay attention to the tempo, rhythm, and dynamics of your music choice to create a harmonious blend with your visuals and storytelling. (For example, you wouldn’t want a beat drop over your most poignant scene.) When in doubt, leave this part of the process to your editors and trust that they’ll create the magic in post-production! 

Visuals

Next up: visuals. For the average person, visuals are a bit of an afterthought in the production process. But if your goal is stirring emotion in your audience, they should be top of mind. The use of colors, lighting, composition, and imagery can all contribute to setting the mood and inspiring your viewers to feel a certain way.

For example, warm and vibrant colors often create a sense of joy and energy, while cool tones might evoke tranquility or sadness. Think about the visual aesthetics that align with your brand and the emotional response you want to elicit, and develop your video’s palette accordingly. 

Then, pay attention to details like framing, angles, and visual cues that can enhance the emotional journey for your viewers. Again, if you’re not quite sure how to make these choices, lean on the experts! Creative directors, videographers, set designers, and other visual-heavy roles should be able to provide guidance during your production.

Editing

Editing is where all the elements of your video come together to create your (hopefully) emotionally-resonant final product. 

The pace, rhythm, and timing of your edits can influence the emotional impact of your video, so consider the use of cuts, transitions, and effects to enhance the storytelling and evoke emotions. For example, quick cuts and fast-paced editing can create a sense of excitement and urgency, while slow-motion shots can emphasize key moments and elicit a sense of awe. 

If the first cut of your video doesn’t quite resonate, don’t be afraid to request changes from your editors. Sometimes, all the elements of an emotional appeal are intact, but the edit doesn’t quite do them justice. Just make sure to involve your editors in the discussion so they understand what you’re looking for and where the current version isn’t hitting the mark. 

Final Thoughts

At the end of the day, videos that make us feel something are infinitely more enjoyable to watch than videos that don’t. Given the choice between a video that just shares information or one that forms a bond with viewers, businesses in every industry should prioritize the emotional bond. 

Use the tips above to create an emotional asset for your next campaign, or reach out to the Lemonlight team to outsource the process. Every member of our production team is equipped to put your video’s emotions front and center, and we love working with clients to create feel-good assets. Contact us below to get started!