Empathic content boosts video engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 15, 2021, 3:22 PM UTC

Creating content that users can identify with helps foster an emotional connection with their potential buyers.

With viewer attention span becoming increasingly shorter, brands must showcase the high points of their footage in the first 3-5 seconds of the video. By highlighting the high point at the beginning of the video, marketers can hook in viewers and keep them invested.

Marketers should also build an emotional connection with their audiences by creating experiences that allow them to see themselves in the branded content. Motivating viewers to take action and involving them in the process can help marketers create content that forges an emotional connection.

To stand out among competitors, marketers should make sure their videos offer additional value to the viewers. They can provide a new take or share unique, contextual information that can distinguish them from peers.

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