Vous créez un contenu multimédia qui doit résonner. Dans quelle mesure comprenez-vous les émotions de votre public ?

I would say all humans are triggered by pretty much the same ideas. Let's say love. Tell the story, integrate more triggers - before was not ok, after became much better. Tears, smiles, challenges - we all love that. Show the true story, even if it's a success story. I love watching the duality of a human nature - this is the emotional driver.

I found after 35 years of DTC marketing and over 15 years of email marketing that understanding your audience is more about testing and on each and every marketing attempt. The demographics and look a like marketing may give insight, the reality comes from testing. Never send an email or produce an add without an A/B test. And the max number of variable to consider is two…

The ability to select content that resonates with target is not that easy. This requires not only skill and experience but also a keen eye for observation. Yes, it is essential to analyze media and content selection data, but this is not enough. Digital tracking cannot fully capture emotions. Sometimes, it is necessary to immerse target’s lives and communities to feel their emotions, their reactions and their energy. A modern STP approach is needed, both in the virtual and real worlds. This will give you right ideas.

To delve deeper into your audience's mindset, consider what motivates them. Are they driven by a need for security, a desire for status, or a quest for belonging? Understanding these emotional triggers can help you tailor your messages to resonate more powerfully. Effective surveys, customer interviews, and social listening can provide valuable data. Consider what brings joy to your audience. Joy can be a powerful emotional driver that shapes behavior and decision-making. Are they looking for convenience, luxury, or perhaps a sense of accomplishment? Aligning your product or service with these sources of joy can lead to higher engagement and loyalty.

Understanding the emotional flow of your content can deepen audience engagement. By predicting and manipulating how your audience will feel at different stages, you can create more resonant and memorable experiences. This is particularly useful in fields like marketing, user experience design, and storytelling. Determine which emotions you want to evoke at different stages of your content. Chart these emotions chronologically, much like you would a traditional storyboard. Modify your content to align with the emotional peaks and valleys you've mapped out.

The tone refers to the emotional texture of your production. It's what sets the mood and communicates the underlying themes.Tempo refers to the speed and rhythm of your production. Achieving the right balance between tone and tempo is essential in media production. Too fast-paced content with an inappropriately serious tone can create a jarring experience for your audience. Conversely, a slow tempo with a light-hearted tone may result in a lack of engagement. It is important to harmonize these elements to enhance the storytelling and make a lasting impression on your viewers.

This is tricky and I think specific to each campaign. You could easily find articles suggesting respondents prefer organic visuals; hand help cameras, clunky editing…organic. At the same time, you can find articles promoting professional production value. Test to see what works.

Visual impact is the glue that brings everything together. It's important to maintain consistency in the emotional tone and visual elements of a scene. Mixing romance with war or sadness can confuse viewers.

Visuals serve as a potent tool for evoking emotions. Whether it's the overwhelming sense of awe that a sunset shot evokes or the somber mood set by a dimly lit room, the visual components of media—such as colors, lighting, and composition—play a critical role in influencing the audience's emotional experience. Thoughtful integration of colors, lighting, and composition into their work, creators can evoke a wide range of emotions, deeply engaging their audience. Understanding and harnessing these visual elements opens new avenues for impactful storytelling, making every frame a pivotal part of the narrative.

Remember the most memorable and powerful media content is relatable and authentic. Something very human. Added bonus if it is also current. This kind of content will continue to live on long after the project has been archived.

Striving for sincerity in every aspect also involves staying true to yourself. One thing I’ve learned is that people connect with content that feels real. Whether it’s a campaign or a simple post, I always ask myself, “Is this something I genuinely believe in?” If the answer is yes, then I know I’m on the right track. Sometimes you may not have all the answers too and those moments of vulnerability may create the strongest connections.