On your mark, get set, go!
April is shaping up to be our busiest month yet, with over 20 new meetings scheduled to talk to all kinds of brands about Chime’s video marketing offering. We’ve been very busy prepping for these meetings, and our team has captured some really great insights that we’re looking forward to sharing with our clients.
I’ve also been reading everything I can get my hands on that delves into what compels people to share your video. The biggest single lesson so far?
Emotion rules.
Videos that reach our core emotions override rational thought and convert better that anything else.
According to Douglas Van Praet, author of Unconscious Branding: Our feeling brain serves as the primary driver of behavior and the seat of our value judgments, while our rational mind acts as a backseat observer that more often than not goes along for the ride.
Brands that lead with emotion lead in the market place.
Of course not all emotions are equal in their ability to convert. So what kind of emotions sell?
At the top of the list is awe. The kind of awe that inspires and moves people. The surprise and excitement that compels everyone to press that share button.
According to Jonah Berger, author of Contagious: Why Things Catch On, it all comes down to social currency. People share things that make them look hip, smart and interesting. If sharing your content can help raise their profile or status within their social group, then they’re more likely to do so.
If your message ties into everyday occurrences, then you really have something. A Geico message starring a cavemen could be fun and campy, but has no legs. As Berger points out, we don’t often run into cavemen. It’s up to the content to create triggers by linking the message to customary cues in your audience’s day to day life. The goal is to create those “oh yeah” moments that help your brand become embedded in people’s minds.
Berger analyzed all kinds of content that was highly shared and discovered six consistent traits. While your message doesn’t need to have all six, having some of these traits was a consistent theme in content that went viral.
With a formula like this all laid out for us, you’d think success should be a simple process. However, there’s a difference between simple and easy. Creating shareable video content that is authentic and resonates with your customer is hard work. It requires passion and creativity. It originates from your core. It’s not about big budgets and grandstanding. It’s about being authentic and human.
Our team at Chime is excited to apply all our passion, creativity and insights to our clients’ campaigns. I am so excited to share everything I have learned with everyone I’m scheduled to meet.
It’s exciting, but also overwhelming.
After all, I’m only human.
Don’t be left behind. Think different. Get creative. Call us at 416-704-7889. Or email us at info@chimedigital.com. We’ll Chime in soon.
