Emotions play an important role in cultivating the bond between the brand of a company and the consumer. Emotions facilitate the messages they want the consumer to feel in order to increase awareness about their company. If the company executes the video well, people will remember their brand. Sometimes, however, if the execution is poor, the video can also be remembered for the wrong reasons.
Emotions “acted” within the video also have a dramatic effect on a video’s success. Authenticity is powerful and establishing in real life and in synthetically cultivated arenas. Inauthentic emotion is a result of “bad” acting, someone not able to embody and convey the emotion properly, or has the wrong tone of the video.
For example, researchers did a study that aimed to determine how authenticity of emotion expression in speech modulates activities in the brain involved in emotion recognition. During the study, people were given two tasks. The tasks included the judging of either the authenticity (authentic or play acted) or emotional content (anger, fear, joy, or sadness) of recordings of spontaneous emotions and reenactments by professional actors. They found that when contrasting between the two, active judgement of authenticity vs. active judgement of emotion, the authenticity indicated more potential involvement in working memory and decision making.
So, in layman’s terms, even just in audio, people are more likely to be influenced by and concentrate on how authentic sounding the emotion is rather than the emotion itself.
When pairing audio and visuals together in video form, that sense of influence and concentration is heightened. According to the Ehrenberg-Bass Institute for Marketing Science, the most shareable videos trigger emotions, specifically ones with a strong emotional pull, both positive or negative. They are twice as likely to be shared. This effect wouldn’t happen if it weren’t for authentic emotion used in those videos.
Most people can tell the difference between authentic and disingenuous emotions, and they won’t be affected by inauthentic pieces. So, not only is it important for companies to use authentic emotion in their videos to connect with their audience and to propel their brand, it’s also important to be authentic for the sake of honesty and sincerity. The creators need to look deep inside and ask themselves if they would be affected by these emotions, too.
Here are few examples of good, authentic emotion in videos:
Each video creates an authentic emotional investment between the viewer and the brand or message. While one depicts celebration, one of role modeling and one of compassion and second chances, each uses a particular tone that aligns with the emotional response they want the viewer to have. The people in the video feel real and relatable and authentic in place, time and situation. Millions of viewers were affected by these videos because of their honest, authentic and genuine approach.