Video MarketingRemember those commercials or online videos you couldn’t stop talking about? Did it make you smile or sad? Did it shock you, empower you, or make you laugh? Those videos have one thing in common—they affected your emotions.

Emotions play a massive part in how consumers function. Creating an emotional response with your small business video, for instance, will help your content and your business connect with viewers; they become more interested, and they’re more likely to move onto the next step in your marketing approach.

Let’s explore some of the emotions you can use in video marketing, and find out why they work so well:


Most people enjoy watching moments that brighten their day. Take, for example, Google’s Friends Furever ad released in February last year. It is a big happiness-inducer, as it’s a one-minute video clip of different pairs of animals becoming friends. The video is ridiculously uplifting, and going by its number of shares, feel-good and happy videos seem to be a winner.

Shock, Fear, Anger

Shock, fear, and anger are not everyone’s favorite feeling, but these are incredibly effective and powerful. These emotions can add a sense of urgency to the message. One good example of a video that uses shock, fear, and anger is NO MORE’s official Super Bowl 49 ad titled Listen. With almost ten million views, the spot opens with a woman calling 911 to order pizza, as the dispatcher realizes in the end why she can’t talk freely.


It feels great to get a compliment; that extra boost reassures us that we’re doing great. Brands like Dove know this, as they inject a little boost to our self-esteem and a strong notion of empowerment in some of their ads. The Dove Real Beauty Sketches, which changed the conversation about body image, particularly earned almost half a million views.

Next time you create video content for your business, consider the emotional triggers discussed. These may seem much, but joy, shock, and empowerment can make your business unforgettable.