7 Brands That Will Inspire You to Create More Awesome Content
Before I showcase seven brands that will inspire you to create more awesome content, let me explain why you should be creating more awesome content that will inspire your target audience.
There is a lot of research that shows an emotional response is important in driving further cognitive or behavioral responses.
Reactions to social videos – or video ads – are rarely purely rational.
If you want to read some original research on this topic from more than two years of work, five different data sets, around 1,000 videos, and nine individual studies by a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, then I recommend reading Viral Marketing: The Science of Sharing by Dr. Karen Nelson-Field, which is published by Oxford University Press.
You need to create exceptionally awesome content these days to generate an intense emotional response.
Even above average content just won’t do.
Why?
According to Tubular Labs data, 24.9 million videos were published by 3.6 million accounts over the last 30 days on Facebook, Instagram, YouTube, and Twitter.
But, only 547,000 of these 24.9 million videos (2.2%) were uploaded by brands.
That means that brands not only have to compete with their competitors’ videos, they also need to compete with about 45 times more content created by influencers and media and entertainment companies in their industry, who are generally much better at generating an intense emotional response from the same target audience.
So, what do most brands do?
They try to be funny – because they believe that “hilarity” is a “sure-fire” creative device. Well, they’re partly right.
Hilarity is one of the ways to generate an emotional response – if you are laughing-out-loud funny.
But, it’s really hard to create branded content or a video ad that is laughing-out-loud funny, especially if it needs to be approved by a committee of risk-averse humans ahead of time.
Ironically, there is an alternative way to generate an intense emotional response: Inspiration.
Dr. Nelson-Field says in her book:
“The most successful creative approach appears to be to feature personal triumph. When a video included a creative story of personal triumph, it was shared more than other creative devices.”
However, despite the research that shows “inspiration” represents the best way to ensure that a video goes viral, Dr. Fields observes:
“Content creators rarely use personal triumph as a creative device.”
But, when brands do use personal triumph, their inspiring stories of courage and bravery change hearts, minds, and actions.
This why I want to highlight seven brands that can inspire you to create more of this type of awesome content.
Read the full article on Search Engine Journal.
