Emotions to Tell Your Brand Story Part 1 of 2
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Emotions To Tell Your Brand Story Sharing & creating emotional connections 1
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Transcript of Emotions to Tell Your Brand Story Part 1 of 2
Emotions To Tell Your Brand Story
Sharing & creating emotional connections
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How The Brain Processes Content-
What type of content to use in your digital marketing strategy
The way the brain processes content affects
a viewer’s emotions
Used to get the best responses to your
content marketing efforts
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The key lies in the brain
Compiled by author from source: mainpath.com Image Source: Google Images
Video On The Brain-
When we watch a video, our brains
mirror what we see
Even if we are just a passive observer
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Compiled by author from source: marketingprofs.com Image Source: Google Images
Video Content & The Brain-
It is important to forge an emotional connection in your video content
Emotions are mediated by a process
called the mirror-neuron mechanism
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Compiled by author from source: marketingprofs.com Image Source: Google Images
Monkey See, Monkey Do-
The mirror system may be the connection between observing a
task and imitating it
It may also play a key role in how we learn to empathize with
another person’s joy and pain
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Compiled by author from source: psychologytoday.com Image Source: Google Images
Visuals-
As much as 50% of our brains are wired to receive visual input
It takes you about 1/10 of a second to understand a visual scene
It takes you 250 milliseconds to process a symbol, and attach a meaning to it
Images are stored in our long-term memory
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Compiled by author from source: mainpath.com Image Source: Google Images
Dopamine-When engaged in emotional meaningful content the
brain releases dopamine
It both encourages curiosity and enhances memory
A well-told story can engage many additional areas
making it easier to remember with greater accuracy
Storytelling that sustains attention and facilitates
empathy creates a chemical impact of shared emotions
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Compiled by author from source: info.marketscale.com
The Science Of SharingNarrative content and sharing your brand
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Sharing On Social Media-
Take a look at the underlying motivations that create sharing
behavior
There’s evidence to suggest sharing behavior
actually helps people process information
better
Comments and responses can help people
create a three-dimensional view of a topic
Allows information to build up, as people
comment, so individuals can start with a
value-added view of the content
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Compiled by author from source: seopressor.com Image Source: Google Images
Share Serves As Endorsement-
Columbia University and the French National Institute found 59% of links shared on Twitter weren’t clicked by followers
The instinct to share is strong, but the instinct to read what people share is far less potent
Shares are essential to building your audience, and are one of the most influential ways you can
reach new people
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Compiled by author from source: seopressor.com Image Source: Google Images
Video Content-Best For
Sharing stories about your
company, history, and brand
Forming emotional
connection with viewer
Showing how to do something
Brand/Culture Videos
Video Blogs (Vlogs)
Instructional Video
Webinars
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Compiled by author from source: mainpath.com
Graphic Content-
Best for
Presenting complex ideas
Attracting attention & interest
Creating memorable content
Making a persuasive argument
Slideshows
Infographics
E-books
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Compiled by author from source: mainpath.com
Interactive Content-
Best for
sharing on social media Engaging a reader on a
personal level
An interactive
experience to
remember
Combines visuals, stories and participation such as:
Games
Contests
Quizzes
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Highly shareable; taps into multiple regions of the brain leading to higher rates of retention
and learning
Compiled by author from source: mainpathcom
Build Familiarity-
Video can build brand:
• Familiarity
• Loyalty
• Interest
There’s no better way to get your content
new feeds than through social engagement
Having built that relationship, it becomes
ever-easier to drive the audience to your
brand
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Compiled by author from source: hbr.org Image Source: Google Images
CONTACT US FOR THE FULL PRESENTATION:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
www.mediacontactusa.com
Sources Cited
• Bergland, Christopher. "Do “Mirror Neurons” Help Create Social Understanding?" Psychology Today. N.p., 24 Feb. 2014. Web. 9 Mar. 2017. <https://www.psychologytoday.com/blog/the-athletes-way/201402/do-mirror-neurons-help-create-social-understanding>.
• Forer, Laura. "Brand Stories, Video & Emotions: How to Connect With Viewers | Infographic." MarketingProfs. N.p., 7 Mar. 2017. Web. 9 Mar. 2017. <https://www.marketingprofs.com/chirp/2017/31455/your-brain-on-video-use-emotions-to-tell-your-brand-story-infographic?adref=nlt030717>.
• Hisham, Azfar. "Drive Your Shares Up By Understanding Why People Share Contents « SEOPressor –WordPress SEO Plugin." SEOPressor Connect - WordPress SEO Plugin. N.p., 18 Apr. 2017. Web. 19 Apr. 2017. <http://seopressor.com/blog/get-more-shares-by-understanding-why-people-share/>.
• "How Our Brain Processes Different Kinds of Content [INFOGRAPHIC]." Main Path. N.p., 10 Nov. 2016. Web. 19 Apr. 2017. <https://mainpath.com/brain-processes-different-kinds-content/>.
• Leemon, Danial, Scott Magids, and Alan Zorfas. "The New Science of Customer Emotions." Harvard Business Review. N.p., n.d. Web. Nov. 2015. <https://hbr.org/2015/11/the-new-science-of-customer-emotions>.
• Matson, Owen. "The Brain Science Behind the Power of Marketing with Video Content." N.p., 2 Mar. 2017. Web. 4 May 2017. <http://info.marketscale.com/blog/why-its-not-just-a-movie-the-emotional-impact-of-video>.
