How important is emotional connection in a video advertisement?

Emotional touchpoints in a video advertisement are those special moments or elements that strongly impact the viewer emotionally. This is a crucial factor determining the success of a video advertisement that businesses need to consider. It not only helps the brand create long-term value but also contributes to building customer trust and loyalty.

What are the emotional touchpoints in video advertising?

In today's age, you can find advertisements everywhere. Not only on outdoor billboards, but social media platforms are also flooded with advertisements in various forms. Particularly noteworthy are the product and service promotional videos that businesses invest heavily in.

However, not all videos capture viewers' attention and lead to purchases. Some businesses fail to produce engaging videos with unappealing content and a lack of emotional connection, resulting in videos that are unappealing. So, what is an emotional touchpoint? What role does it play in brand marketing?

First, let's understand the term "emotional touchpoint" in video advertising. Essentially, an emotional touchpoint is a special moment or element in a video that evokes a strong emotion in the viewer (joy, surprise, happiness, sadness, etc.). This special detail could be a touching story, a beautiful image, a sincere dialogue that resonates with the heart, and so on.

Emotional touchpoints help viewers be impressed by your video, making them remember it longer, while increasing brand awareness and connecting the audience—potential customers—with the brand. For example, a video introducing a beverage product during Tet (Vietnamese Lunar New Year) with a scene of a family reunion evokes memories of family and nostalgia for the past.

Building emotional touchpoints in video advertising is crucial. It acts as a catalyst to increase conversion rates from viewers, and also creates many other benefits for businesses. Let's explore the role of emotional touchpoints in the following content.

The role of emotional touchpoints in video marketing.

As mentioned above, emotional touchpoints are a contributing factor to the success of an advertising campaign. So, what exactly is their role?

Increase brand memorability.

Viewers of advertising videos are captivated, impressed, and experience special emotions, making it easier for brands to leave a lasting impression on them. This is one of the roles that emotional touchpoints play. Every advertising video needs a touchpoint, a special moment or element to capture the viewer's attention.

Emotions play a crucial role in influencing the human brain, causing people to remember brand images in advertising videos for a long time. This is especially true for advertisements that can evoke emotions, making people cry, laugh, or reflect, etc.

For example: Coca-Cola's TV commercial leverages the emotional element of family, using messages of love and connection to make viewers feel comfortable and connected. In particular, certain details in the advertisement evoke nostalgia, reminding viewers of happy moments with family and friends. Therefore, whenever a special event occurs, viewers will think of the Coca-Cola brand.

Stimulating purchasing behavior

Thanks to brand recognition, the purchase rate also increases. Emotional touchpoints in successful advertising videos contribute to stimulating viewers' purchasing behavior. They are not only convinced by the product's benefits but also feel a sense of "empathy" with your brand.

For example: This is easily seen in advertising videos from well-known cosmetic brands. They have succeeded in emphasizing the benefits their products offer users, stimulating viewer demand, and making them feel valued, understood, and supported.

Building brand loyalty

Emotional touchpoints stimulate purchasing desire and also contribute to building trust in viewers, fostering long-term brand engagement with customers. This is a crucial element in advertising campaigns that every business aims for.

What factors contribute to an effective emotional connection?

So, what elements are needed to create an emotional connection in a successful advertising video? Here are the key elements:

• Story: A compelling video advertisement with a unique storyline and memorable plot points helps to create a lasting brand impression. Therefore, if you want to create a successful touchpoint, focus on building the story, or in other words, the video's content. Prioritize telling authentic and meaningful stories with a clear message. Avoid lengthy content lacking highlights that bore viewers.
• Music and visuals: These are extremely important elements in advertising videos. Music enhances the viewer's emotions and, combined with eye-catching visuals, attracts the audience. The music and visuals will be chosen to suit each project.
• Language and message: Don't overlook the dialogue and message in your advertising video if you want to create a successful emotional connection. Many businesses' advertisements have captured viewers' attention simply through a memorable line of dialogue. Therefore, if you want to attract your audience, in addition to music and visuals, you also need to focus on the language and main message of the video.

Some things to keep in mind when building emotional touchpoints in advertising videos.

Producing emotionally impactful advertising videos increases conversion rates and delivers significant value to businesses. To achieve this, businesses need to select the right message, develop compelling content, and produce high-quality videos. Don't forget these important points:

• Before creating video content, identify your target audience. Research your potential customers, exploring their purchasing habits, behaviors, and preferences. Younger viewers will appreciate dynamic and creative advertising videos, while older audiences will often prefer videos that evoke feelings of love and nostalgia.
• Emotional touchpoints don't just appear as a brief moment in a commercial video; they can be spread throughout the entire video. You can build a narrative, creating dramatic and engaging segments that connect with other details. For example, you can incorporate behind-the-scenes clips or character interviews to increase authenticity and create a sense of closeness for the viewer.
• Monitor advertising videos, collect data on viewership, feedback, conversion rates, etc. Adjust as needed to meet viewer preferences.

Some common mistakes businesses make when building emotional touchpoints in advertising videos include:

• Adding special details to the video in a forced manner, creating an unnatural story, and generating emotional but insincere elements fails to capture the audience's attention, especially raising doubts about the brand's credibility.
• Lack of product relevance in videos, using stories, images, and music unrelated to the product, also reduces the effectiveness of sales for businesses.
• Overusing emotions can make a video feel unnatural and uncomfortable for viewers, instead of attracting their attention to the product. Balance your emotions and choose appropriate moments to create an advertising video that is both authentic and engaging.

In summary, creating effective emotional touchpoints in advertising videos contributes to many benefits for businesses. However, in many cases, advertising overuses emotional elements, making videos lack authenticity and diminishing brand credibility. If your business is looking for an effective advertising video production company, you can contact us. Right Media to receive advice and support.