When developing a video for our clients, one of the first questions we ask them is “How do you want your audience to feel after they watch this video?” Emotion is the primary foundation of every video we create and is always the test we come back to with each draft or revision. Emotion not only guides the story process but is also the most effective marketing tool available.

Numerous studies have shown that the most vivid autobiographical memories tend to be of emotional events, which are likely to be recalled more often and with more clarity and detail than neutral events. – Source

This means that a video that makes someone feel a strong emotion is much easier for them to recall than one that was mundane or uninteresting. This helps develop front-of-mind awareness to your audience and brand association. When they enter a life event where they are ready to purchase your product or service, they will remember you and are much more likely to consider you in their purchasing decision because they already have a positive memory of your brand even though they haven’t directly interacted with you yet. Best of all, emotional retention means you are maximizing your investment in your video marketing since it is sticking with your audience, long after they’ve seen it.

Here are some examples of some emotionally driven branding spots we’ve done for some of our clients.

Marshfield Clinic – 100 Years from Creative Edge Productions on Vimeo.

Patz – A Good Partner from Creative Edge Productions on Vimeo.

Love at First Sight from Creative Edge Productions on Vimeo.