It’s amazing to me how video and photography can evoke emotion beyond what a person might feel in real life. How is that even possible? How can looking at an image of a father and son sometimes be more touching than hugging your own kid? How can watching a couple strangers find love feel more emotional than your own love story?
Are these crafty video and photo people showing us something that isn’t real? Are they manipulating us into feeling something unnatural? Or perhaps they’re highlighting a beauty that’s already there. The elegance of a moment that somehow regularly slips right past us when it’s happening. Or a beauty that’s craved. A feeling that seems familiar, yet alluringly foreign.
Retailers have their version of this, spending a lot of money to figure out how to craft a mood, a feeling that is most likely to bring people to a purchase decision. A girl can feel sexy and in-charge in a store because of the bumpin’ music, flattering staff and yummy fragrance in the air. For a moment, her story is rewritten. She can be whoever she wants those people to think she is. And she can purchase that feeling and take it with her. What a powerful thing.
Yes, there’s much to be said about how mood and tone affect us—how gorgeous film, poignant music or even a scent can compel us towards emotion or action. And the best part for marketers is that while most people these days know how to identify when they’re being advertised to, very few notice when they’re being influenced towards an emotion that advertently directs them towards the CTA. It’s like sneak attack marketing!
So how can we put emotions to work in the digital space?
At Untold, we have an in-house video and photography team, so we get to create the beautiful stuff that naturally evokes emotion. But we’d be missing opportunities if it stopped there. A story can and should be told through a website, an interactive touchscreen, an app. How do we want the user or customer to feel when they interact with us? What’s the story of the company? What emotion might compel this user towards a decision? Questions like these should be asked and answered.
There’s much we can do even in the digital space if we’ll dare to pursue our audiences’ emotions and feelings instead of just their demographics and purchasing behaviors.
So. Take time to notice your moments. I bet they’re as good as film. And in the meantime, go create moments for other people. (…and we can help!)