How To Convey Emotions In Your Videos

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Videos are a powerful marketing tool and like other marketing content should catch people's eye. Beyond making the video visually appealing, you want to appeal to people's emotions and make them feel something. When they do, they're inclined to know more about your business and share the video.

According to an article in AdWeek, "Videos that elicit positive emotions such as exhilaration and hilarity get 40% more shares than videos with negative themes such as shock, fear or anger." If you want multiple video views and shares, it's time to appeal to happy emotions. Here's how you can convey them in your next videos.


  • Joy: Obviously, a video that's joyful should have an all-around happy atmosphere. The goal is to make the day of whoever is watching the video, make them smile, and pass the video on to others. Holiday commercials do this very well, with the family sitting around the dinner table passing Pillsbury Crescent rolls to each other. There's also the infamous Folgers commercial that makes people cry tears of joy. You don't need a lot or any dialogue to convey joy. The smiles and laughter speak for themselves.


  • Pride/Self-Empowerment: The goal of these videos is to encourage people to feel proud and that they are worth something to the world. By the end of the video, you want the audience to feel motivated and share it with others in need of motivating. Always' #LikeAGirlcampaign, for example, helps to boost young girls' confidence and self-esteem. Dove goes above and beyond to make people proud of their natural beauty. If your brand is about having pride, make sure that message shows in your next videos. Exude self-confidence, and it will bring about great results.


  • Surprise: According to Moovly, "to be successful, marketing videos that intend to surprise, usually combine other emotional triggers into one video." This ad for Guinness is a video Moovly feels conveys surprise. This Dirt Devil commercial also has quite the surprise at the end.


  • Trust: This is an important emotion to convey, because you need to show viewers that they can get behind you as a brand enough to buy or look into a product. This commercial for Blue Cross and Blue Shield of Illinois is a good example of conveying trust in a video.


  • Amusement: Videos that make people laugh are almost certain to get shared with others. Funny videos get popular quickly and if done right, can go viral. However, Moovly points out this is harder than it sounds because "you need to find the perfect balance between making someone laugh and being relevant." This commercial for Sprint speaks for itself.

Make sure to include emotions and body language in your storyboard during pre-production.  At Inventive Marketing and Communications, we can help you create a blueprint for your production.  Download the free Storyboard template to help keep your production organized.