Think of the marketing and advertising campaigns that have impacted you most, that have swayed you in one direction or the other on a certain product, service or cause. The most effective marketing campaigns evoke emotion in consumers, moving them to take action. Many marketers look to impressions through social and digital advertising, but without the emotion to back up your branding, how will consumers connect with your product, service or cause? Branded narrative is central to a meaningful marketing strategy. Marketers who begin to see themselves as storytellers connect with consumers on an emotional level, fostering brand trust and advocacy.
At WK Studios, we work alongside clients who want help elevating their marketing efforts to reach the right prospects at the right time with the right message — using video storytelling. Specializing in branded narratives effectively uses psychology and the science of emotions to connect with targeted audiences. Understanding how branded narrative and science work together helps companies achieve better results throughout marketing campaigns.
Science and Marketing
Good marketing starts with knowing your target audiences’ problems (in particular, the problems you intend to solve). Branded Narrative requires you to put yourself in your customers’ shoes so you can create the kind of message that draws them in using various principles of psychology. By examining the key neurotransmitters that foster the bonds people have with different stories, guiding customers along the buyer’s journey is much easier.
Dopamine increases focus, motivation, and memory. Marketers and sales teams are eager to learn about how to tap into this area of their customers’ minds. Storytelling does this extremely well. For example, as a person watches a movie, their dopamine levels become heightened as the suspense builds. Ultimately, viewers become captivated as they watch the story unfold.
An impactful story results in an engaged audience that is actually seeing more of the content. At this point, marketers can discreetly, or even bluntly insert their brand, product or service into the narrative in order to reach a focused and motivated audience. And that’s what it’s all about, right? You want to grab your viewers’ attention so your message is remembered.
Oxytocin is an empathy and bonding neurotransmitter. It induces trust, generosity and bonding. The most remarkable release of oxytocin occurs between lovers or between parents and their children.
This feeling of bonding can also be achieved to a strong degree through effective storytelling. Consider a story where a viewer watches a movie or a video that shows a young girl experience the sudden loss of her loving father. Viewers experience a heightened level of empathy resulting in trust, bonding and generosity due to their feeling of connection with the story’s character. Stories can be extremely powerful, as they form the basis for relationships and loyalty.
Many nonprofit organizations connect with donors using this type of narrative. For example, they may show a story featuring marginalized children to heighten levels of oxytocin within the audience. Feelings of duty and responsibility result, inspiring donors to give to the nonprofit’s cause. As a marketer, you want your customers to be emotionally tied to your brand – to bond and feel a sense of loyalty.
Endorphins are a powerful resource that video can tap into. One of the most effective ways to produce high levels of endorphins is through laughter, which results in more relaxed, creative and focused feelings. Consumers love to share content they find funny. When viewers share your content they significantly expand your reach, while also conveying their support for your brand.
As marketers, we must know the problems of our customers and show them how to solve those problems with our product or service. This sense of empowerment transfers from you to your customers. Your customers want to feel empowered and your brand can help them feel that way.
Branded Narrative Improves Marketing Performance
Today, the most effective way to tell a story is through video. Done well, you will be able to trigger the kind of neurotransmitter releases in your customers that make them loyal for life. Video tells stories that resonated with people. Consumers feel empowered enough to align themselves with your brand. As you share your branded narrative, your customers become gripped with the suspense of your story – the bond between your brand and their lives.
Effective marketing pays homage to how the brain works. Instead of merely selling products and services, marketing can connect us on a deeper, more human level. Branded Narrative through video makes all the difference in connecting with your customers.
WK Studios believes in the power of branded narrative — connecting with consumers through video storytelling. We’re passionate about helping brands raise awareness of the benefits of psychology-focused marketing. Contact WK Studios to learn more about using branded narrative to tell compelling stories that resonate with your prospective customers.