#contentmarketin

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[stevens-steps]

Emotions in Content Marketing.

What makes a content go viral? What role do emotions play in content marketing? Is there a link between emotions and content going viral? Those were some of the questions that made want to blog about the power of emotions in content marketing. 

Here are some examples of brands using emotion as a tool to create great content, by using emotions these brands are connecting with people through stories that generate an emotional connection with the brand.

1. P&G

Going through my facebook I found this video by P&G called “Love Over Biased” what caught me to want to watch the videos is that I already knew that P&G has some great videos and I like how they use stories without selling themselves. With their ongoing campaign for the Olympics called “Thank You Mom” they showcase a mother’s love, which is a strong emotion that carries a lot of meaning, but at the end, all of us are related or connected with the message. “

#LoveOverBiased “ was posted On November 1st and so far the video has 241,134 views 1K Likes. 

To be honest, I felt inspired by this video, especially the end in where we see the small girl jumping in her bed, probably dreaming, at the end we see the same girl winning the competition both mother and daughter hug and cried of happiness. Truly a great moment, which anyone can relate too, adding to that the music on the background is so touching that it gives me chills.

P&G used the word “love” to describe their campaign, in where they are inspiring women, by using the bond of a mother and daughter this generate a strong emotional moment at the end.  

P&G Knows how to Roll...

INSPIRATION

“Like a girl” is another campaign that has stuck with me, and is one of my favorites, it was produced by Leo Burnett. It was so good that the campaign won an Emmy Award on 2015. “Like a girl” campaign was produced for Always, which is a brand from P&G. Why I like it so much? and Why after a long time I still can recall it? It is because it made me feel proud to be a girl. Another reason is that I remember showing it to my younger sister, who is a soccer player, and she told me that her confidence went up. So, I felt happy and proud to hear that from my little sister. So, that video gave me a feeling of encouragement and being a girl means more than what other people think. The video has 64,799,891 views and  262K likes and  31K shares. The emotion to inspire our younger generation is important, therefore wanting to share a video that promotes inspiration is worth sharing and it creates social currency.

2. Google

A recent doodle from google portrays a tribute to Selena Quintanilla. Selena Quintanilla is a Mexican-American musician, entertainment icon, and a community philanthropist. The day the doodle was released within hours it hit #1 on youtube. And Everywhere I saw on my social media accounts people were talking about it and sharing it. The video which is 1.31 summarizes the life of Selena Quintanilla, it shows when she was a little girl learning to sing to her last concert. The video brings me many emotions, it brought me memories of growing up with her music, the illustrations are really cute and it was so accurate on key aspects of Selena’s life. Not sure if it is too short, but it makes me want to keep on watching. Since the day of its launch, I have to admit that I have seen this video so many times now, I even share it with my family and friends, and even was part of my conversation with people, I was asking them how did they feel about the video. Most people said it brought them memories and it was an inspiration to see that after a long time Selena’s legacy is still alive.

3. Pero Like (Buzzfeed)

Pero Like is a subchannel of Buzzfeed. In the video below, we can see the emotions and the reaction that the google doodle of Selena Quintanilla brought to the crew of Pero Like. The reason I brought Pero Like is the fact that their video of reacting to the doodle has 231,507 views and 12K likes, that is not bad because it brings traffic to their youtube channel and it works for brand awareness, and their audience, who are also Selena Fans and Pero Like fans connect on an emotional level, the Video of Pero Like made people feel emotion. 

To Conclude, Emotions are important because they create stories, and great stories are memorable, shareable and people talk about them. In the Example below, we have the first Google short video that focuses on feeling, which was a viral hit, from this video Google started to move people and build emotional connections with their consumers, from this video the famous google doodles was born.  

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