How The Best Videos Evoke Powerful Feelings that Sell
"Imagine I invented a device which can record my memories, my dreams, my ideas, and transmit them to your brain. That would be a game-changing technology. But in fact, we already possess this device, and it's called the human communication system and effective storytelling"
— Neuroscientist Uri Hasson
Marketing videos have become one of the most effective ways to generate leads, promote brand awareness and help sell products and services.
But have you ever wondered why some videos are more successful than others in engaging the audience? One of the secrets is, to evoke powerful feelings. It’s not just about sharing product features or telling a story.
A truly successful marketing video can trigger a chemical reaction in the brain, which creates a long-lasting impact.
In this blog post, we will explore the cocktail of neurotransmitters: dopamine, serotonin, oxytocin, and endorphins, that the best marketing videos use to evoke powerful feelings.
We’ll also look at how you can use this knowledge to create more successful video marketing campaigns.
‘Friends Furever’ Commercial – Google Android. It’s estimated that the average person is exposed to as many as 5,000 ads per day. Appealing to your audience’s emotions is essential to stand out and be remembered.
Dopamine - the Pleasure Hormone
First up is dopamine, affectionately known as the ‘Kim Kardashian of molecules, as it’s the most well-known.
It’s a neurotransmitter that’s responsible for pleasure, motivation, and reward. When the brain expects a reward or something positive, dopamine levels increase, creating a feeling of pleasure and satisfaction.
The best marketing videos use dopamine triggers to evoke positive emotions, such as happiness, excitement, or the feeling of accomplishment. It helps improve our focus, motivation and memory.
In storytelling, creating suspense and cliffhangers are the perfect way to increase dopamine levels. Makeing us feel compelled to find out what happens next. This might help explain why our Netflix bingeing habits are so hard to break.
By utilising stories that induce dopamine, brands can create emotional connections with their consumers. This helps the viewer feel more positive about the brand. Chances are your favourite ads have used this technique to draw you in and create loyalty to their brand.
Whether it’s creating suspense and building anticipation or making us feel like the hero in the adventure, dopamine stories are a powerful tool to influence consumer behaviour.
Nike Just Do It Campaign
One of the most famous examples of this type of campaign that used dopamine to great effect is Nike’s “Just Do It” campaign.
The advertisement shows athletes pushing themselves to the limit in pursuit of their goals. The underlying message is that no matter how difficult something may seem, you can do it if you just take that first step.
The ad uses suspense and anticipation by highlighting the sheer determination of the athletes and their struggles against all odds.
This creates a feeling of hope and inspiration in the viewer, which is then rewarded by the triumphant success of the athletes, creating a powerful dopamine story.
Nike’s very first “Just Do it” TV Ad from 1988. Slower pace than videos today but is just as inspirational. Reading the video description certainly raised my dopamine levels when considering whether it’s true or not…
Oxytocin - The Bonding Hormone
Oxytocin, known as the ‘trust molecule’ is a hormone that creates a bond between humans or even between humans and brands.
When the brain releases oxytocin, it creates a feeling of trust, affection, and attachment with people or characters we are watching and rooting for.
The crucial aspect is to evoke empathy within us towards them. This helps build trust, increase generosity and can create loyalty between brands and customers. Some of the best marketing videos use oxytocin triggers to evoke feelings of compassion, love, and loyalty.
A 2013 study on the effectiveness of public service advertising (PSAs) demonstrated that people who were administered oxytocin donated 57% more to a charitable cause, while 56% donated more money overall and were 17% more concerned with that cause.
Meaning if a video can help trigger an oxytocin boast, viewers could become more generous.
Dove Beauty Sketches: You're More Beautiful Than You Think
Dove’s ‘Real Beauty Sketches, You’re more beautiful than you think’ is an emotionally captivating ad that showcases the beauty within everyone. The ad features an artist who sketches two portraits of real people without seeing them beforehand. The first portrait is based on the subjects’ description of themselves, while the second is based on the description given by another attendee. This heartwarming ad beautifully reminds us of the inherent beauty that resides in each individual.
Serotonin - The Social Hormone
Serotonin is a neurotransmitter that influences social behaviour and mood.
It’s associated with happiness and self-esteem and is also a key driver of emotions in marketing. Brands can invoke this emotion by showcasing their positive impact on society and helping people to feel good about themselves.
For example, companies can highlight their charitable endeavours or stories about how their products have improved people’s lives. This type of storytelling creates a strong connection with the audience as they see themselves in similar situations and can relate to the message being conveyed.
Dove’s “Real Beauty” campaigns are a great example of how they have used serotonin stories to evoke feelings of pride and self-confidence in women all over the world. By showcasing real women from different backgrounds, Dove has successfully demonstrated the power of storytelling and its ability to bring people together.
Data from the UK-based Institute of Practitioners in Advertising (IPA) found that “purely emotional content performed about twice as well” as purely rational content. This animated film from Hurricane Media for ‘Together for Short Lives’ is a powerful example.
Endorphins - The Painkillers
Endorphins are released when we’re experiencing positive emotions such as excitement and joy, leading to a feeling of euphoria and connection with the story being told. It makes us more relaxed, creative and focused.
Exercise is a great natural endorphin booster but difficult to persuade your audience to commit to 30 burpees before watching. An easier way is by using laughter. It’s is a great way to encourage endorphin production.
Videos that use endorphins evoke emotions such as humour, surprise, and inspiration. For example, a video that features a funny or inspiring message can help make the video more memorable.
Videos that use endorphins also help to create connection and engagement with viewers can help build brand trust and loyalty. They make viewers feel understood and connected, providing a positive experience that is more likely to be shared with friends.
As well as using comedy or sentimental messages, visuals such as attractive people, animals and landscapes can also trigger endorphins. So whatever your message, you can use endorphins to create an entertaining and memorable video experience.
If your videos can trigger endorphins to make people feel happier and less stressed, they will feel a stronger more positive connection to your brand.
John West’s Salmon Advert of a man fighting a bear to steal his salmon is still funny. One of the first adverts to go viral. Humour is great way of helping your video stick in people’s minds and being shared across social media.
Finding Balance
The power of storytelling advertising has been proven to be an effective tool, but brands must also remember the importance of not over-utilising dopamine and oxytocin stories.
If done too often, consumers may become desensitised to these tactics and instead associate them with manipulation which could harm the brand. Brands need to find the right balance between effective storytelling and respecting consumers’ boundaries.
As for endorphins, it’s important to consider your target audience and ensure that the humour aligns with their preferences and values.
Humour can be subjective and vary across different individuals and cultures. What one person considers a joke maybe offensive to another, so it’s best to be mindful.
An oxytocin-fuelled Advert by Hallmark for Mother’s Day. Dopamine, oxytocin, and endorphins are described by international speaker David JP Philips in his brilliant TEDx Talk as ‘the Angel’s Cocktail’.
So what can we learn from all this? We believe the best marketing videos go beyond just promoting a brand or product.
They evoke a powerful mix of emotions that can create a long-lasting impact on the audience. Understanding the ‘angel cocktail’ of neurotransmitters and hormones: dopamine, serotonin, oxytocin, and endorphins and how they can be triggered through videos can help you effectively communicate with your target audience.
Incorporating these storytelling elements can help connect us with our audience emotionally, creates a relatable character, and use humour, inspiration, and social responsibility to create long-lasting engagement.
By harnessing the power of these neurotransmitters, you can create engaging and memorable marketing videos that will stay with your audience for a long time.
If you would like to find out how we at Visualante Creative could help you add powerful emotional storytelling into your videos then click the link here for a free chat to discuss solutions to your problems.
