Anywhere you turn, there is an undeniable oversaturation of images and videos whose sole purpose is to capture your attention and get you to buy a product or service. From TV and radio, across billboards to our social media feeds, we are exposed to relentless marketing at our every step and also got immune to most of it.
Companies are onto this and they understand that they need to put in a lot more effort than before to get noticed. The competition got tougher and smarter. Nuances are what make all the difference in today’s marketing.
It is therefore not surprising that lately, more and more brands are leaning towards evocative marketing, that is, simple but evocative visuals and messages. But is the evocative way to go?
Psychology in Marketing
In earlier marketing eras, ads weren’t tailor-made according to their audiences’ tastes. Everybody was seeing the same billboards and hearing the same radio jingles. Nothing was personalized and the main goal of such ads was to present the product or service and give the most important information about it. That wasn’t particularly enticing or motivating.
However, marketers realized that there can be more done and they turned to psychology to see what evokes the biggest response. Getting to know their customers was the first big step towards creating ads for specific demographic groups.
In the last decade, we also witnessed the rise of responsive web design. User experience became the main currency of the website’s usability and, thus, performance. It quickly became the norm to cater to users and to make sure that they can find everything they are looking for. Learning customers’ behavior and understanding the ways in which they are using websites is mandatory. These practices help in building long-lasting relationships between customers and brands.
Once More with Feeling
Having a daring copy with a visually striking photo will not keep potential customers’ attention for a very long time. It may induce a laugh or admiration but it would be over in a blink of an eye.
Creating and furthermore maintaining an emotional connection to the brand includes more than just publishing a funny ad. Emotions are the key and evocative content is becoming the go-to tool for gathering a loyal and passionate community. Alongside strengthening brand identity and being present on multiple platforms, content that triggers positive emotions will establish the brand as compassionate, trustworthy and reliable.
Creating Evocative Content
Why are animal videos the most liked and shared content on social media? Well, they are universally perceived as cute and funny. They evoke strong emotions, thus they get shared around a lot. Depending on the type of your product or service, there are limitless approaches to creating the content with feeling. Try to find a new angle. The point of advertising your product is to make it relatable to your potential customers and to persuade them that they really need that thing you are selling. Whether you do that through stories that evoke childhood memories, everyday struggles or hopes for the future, having your product in the center of such storytelling is a must.
Besides creating moving images or video material, there is also another way to get closer to your potential buyers. By focusing on your previous customers and how your product changed their lives for the better is a great tactic for establishing your new brand on the market. But make sure to make these reviews stand out. Use a conversational tone, make them humorous, unexpected, relatable.
Play around and experiment with the messages you are sending out and track their performances. Tweak them as you see fit and you will in time figure out the voice of your brand.
And remember: stick to authentic content no matter the channel.