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Video gives a brand a powerful voice. Video marketing is the most emotional and persuasive way to get an idea into someone’s head. It can present compelling, authentic stories that connect with audiences more effectively than many other marketing tactics or tools. Most importantly, video has the unique ability to change the course of the decision making and review process.

According to Dr. Howard Gardner of Harvard University, « Stories are the most powerful weapon in a leader’s arsenal. » This is true in so many different aspects of our life. Politicians swear by video. Social networks are heavily influenced by video. Entire digital and internet platforms have been built around video. Streaming is synonymous with our daily lives. Cisco predicts that global Internet video traffic will represent 82% of all Internet traffic by the end of this year.

For businesses, video presents new opportunities to launch new products or services, or reposition legacy brands, in inspiring and evocative ways, while appealing to the emotional needs of an audience. The point is, emotions are powerful, ubiquitous, and predictable drivers of decision-making. Our brains sense emotions 8 times faster than we process logic. We to feel before thinking. These emotions influence judgment and choice, and video is the perfect catalyst for eliciting these emotions and influencing the decisions of buyers and consumers.

Video brings business stories to life, can reverse a failing marketing strategy, and inject almost any project with enthusiasm and energy. It offers buyers and consumers a personalized, authentic and intimate experience. And it humanizes a brand, which speeds up credibility and trust. When a brand’s story is featured in a video, the chances of influencing an industry, eliciting response, inspiring community, and empowering your audience to to feel something about a brand increases significantly.

Sagon-Phior has used this approach with consistent, predictable and positive results for years. Here are two examples of how we’ve used video to disrupt an industry, launch new technology, and attract new customers:

How can a challenger software brand in the architecture, engineering and construction industry find a disruptive way to engage new customers and gain market share away from the goliath of the industry? Through a series of captivating episodic videos and a branded content experience. No other competitor had tried something like our approach. The series revealed stories, ideas and experiences of customers like them, helping to reduce the distance between their company and the brand. The emotional content of these videos has enabled clients to become more informed, innovative, productive and successful in their own businesses.

How do you launch one of the most important technological breakthroughs without the finished product being completed? How do you acquire investors while educating the tech community about a new platform that can change the course of almost any business? By bringing the founder’s vision to life while providing insight into the results of this technology, new investors, customers, partners and revenues have been accelerated.

The development of powerful and effective videos should follow these best practices:

  1. Develop your story around the customer’s experience with the brand, not its features and benefits.
  2. Evoke emotions – use emotional triggers that best represent the experience you would like the audience to have.
  3. Make sure the story defines the challenge, reveals the insight, and presents the solution and results.
  4. Go beyond a talking head and make sure to use relevant and compelling video footage, b-rolls, and stills to support the story.
  5. Make your client a hero and show how they overcame a challenge or conflict.
  6. Consider sharing personal stories that your audience can relate to.
  7. It’s always about the results.
  8. Consider bringing in third parties to validate the story and experience.
  9. Keep it short, around 1:00 to 3:00 a.m.
  10. Half of all video content on social media is watched on mobile devices without sound, so it is important to include powerful visuals to support the story and to ensure that the video will be understood with or without sound. .

Video is a very persuasive tool and tactic. You have the flexibility to rethink how you want to launch a startup or a legacy brand, or how to make your customers genuinely care about your product or service, using video and changing the course of the making process. decision.

On: Sagon-Phior, a Los Angeles-based branding and marketing agency, uses emotional branding to build better relationships between brands and audiences.

Emotional branding enables more effective ways to increase brand awareness, loyalty, and sales while revealing insights to better understand important, often invisible, consumer behavior patterns.

Sagon-Phior has successfully applied this unique practice to many national and global brands in the tech, healthcare, banking and lifestyle industries. For more information, visit Sagon-Phior.com

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