Showcase empathy in branded videos

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 10, 2021, 2:25 PM UTC

Highlighting empathy through organic and paid content can help brands create a lasting impression among their audiences.

Businesses should use marketing videos as a medium to forge an emotional bond with their audience. They should make sure their videos empathise with potential buyers by focusing more on the audience pain points. Brands should offer value and insights on things that customers care about instead of harping on about product features.

Featuring real people in their branded videos can help evoke empathy with the target audience and humanise the brand. By showing how people use and talk about the product, brands can foster an emotional connection with their target audience.

Companies should also make sure their videos address unique consumer queries and highlight empathy across all the stages of the buyer journey. Marketers can use Google Keyword Planner to identify potential empathetic story ideas.

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