GOING THROUGH THE EMOTIONS
Video has cemented itself as a primary tool for both B2B and B2C brands to foster better engagement, loyalty and connection with consumers. A quick look online, however, and it’s clear many brands are falling short when it comes to using video to its full potential. Most of those who do it, are doing it wrong. According to Michael Landgon, director at Levity and author of Welcome to the Age of Emotion, it’s not just about merely offering up video, it’s about developing content that attracts buyers and connects with them on an emotional level to turn clients into loyal brand fans.
Langdon walks Marketing through the science behind the emotional connections, and sheds some light on how brands can do video better.
Marketing: What does the age of emotion mean to you?
Michael Langdon: This is actually something I’m deeply passionate about. Obviously we know that through the ages of being, ages have marked humanity. Like the Iron Ages, the Middle Ages, the Space Age, the Information Age etc. I truly believe that right now we’re in the middle of the age of emotion.
For me, emotion is what drives human beings. And more specifically in business, emotion drives businesses.
