We’ve all been there haven’t we? We’re sitting on the sofa, eyes throbbing, tears dripping, and wondering why the hell we’ve gotten so emotional over a programme or a film. Whether it’s Forrest losing his best bud Bubba in Forrest Gump or the reveal on DIY SOS makeovers, we all have differing levels of emotional responses.
As social creatures we depend on others for our survival and happiness. Using this psychology in video can get you a long way (and without shedding too many tears!).
In business, we’ve already discovered the power of storytelling through engaging content and a well-thought-out narrative. Producing video that also connects on an emotive human level using characters and real empathy – that’s the key to ensuring your content has a lasting and profound effect on your audience.
Research has shown that while watching character-driven video content, we receive a sharp injection of the hormone oxytocin. Commonly known as the ‘bonding’ hormone, oxytocin is released during hugging, touching, and… er… orgasm! Oxytocin is a powerful neurotransmitter, involved in the formation of trust between people, and the generosity of accepting external stimuli.
As producers of video content we love it when scientific findings support our approach to creative video storytelling. It reinforces our aim to continually look at ways to engage with audiences through character-driven videos.
Audiences can be persuaded to buy a product, or into an ethos of a company, purely because they’ve empathised with an on-screen contributor – and all thanks to a little stimulation of oxytocin!
When looking for ideas for engaging content, it’s a great idea to first look inside your organisation for real stories. By keeping your ears open, you’ll find that there are opportunities to turn experiences of your staff or customers into wonderful video case studies.
Trust us, they’ll do wonders for enhancing both your employees’ level of engagement in the workplace AND your consumer-focused marketing.
Remember that people are your greatest asset. It’s scientifically proven – people really do buy people! Put them on screen. Partner them with an excellent narrative, great music track, beautiful lighting and a clever editor. You’ll then find you’re onto a highly memorable piece of content that really connects on a subconscious level. Oh, and creates an oxytocin-fuelled audience!