Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
Topics associated with the highest performing social experiment videos range from self-enhancement, like boosting your self-esteem, to self-transcendence (e.g., addressing pro-social concerns or causes). Despite the seemingly greater attention placed on pro-social issues, topics focused on self-enhancement performed the best in overall likeability. A further distinction among successful social experiments is whether the subject matter focuses on awareness (e.g., how you or others see you) or acknowledgment (noticing the pressures faced by moms or the disabled). Both perform well in reach and likeability. Amazement taps into our sense of awe often captured when we witness extraordinary beauty, masterful craftsmanship, or human potential.
People
Incredible Performance
Stunning Features
Awe-Inspiring Space Feats
Breathtaking Nature
Planet
However, a drawback of this form of content creation is the budget and limited opportunities to capture extraordinary moments. Also, comment engagement is often limited to brief expressions of awe.
Effectiveness in Practicality and Brand Impact
Mood Provoking Devices
Budge t (more stars = l ow e r b u d g e t )
Engagement (comments)
Las t i ng Impac t
Reach
H
umor
E
xperiments
A mazement
R
eflective Vignettes
T heatrical Performances
Reflective vignettes refer to slices of life that entertain us without having a storyline plot to maintain our interest. Often
Appreciation
Gratitude
Honored Profession
Among its key advantages in evoking emotional responses is the universal nature of its appeal and its capacity for grabbing attention. When displayed in video, its engagement performance is typically accentuated by the element of surprise.
Unrecognized Strength
Inclusion
Individuality
| 22
Made with FlippingBook interactive PDF creator