Emotional Advertising: Utilizing Customer Testimonials

Emotional advertising is advertising that relies on inspiring an emotional reaction in customers that results in an increased likelihood that the customer will remember, buy, and share the product and brand. Emotional advertising is a highly effective approach to engaging potential customers and getting them invested in your brand, products, and services.

When creating an emotional advertisement, you ought to have a specific feeling in mind that your ad is designed to incite in its audience. Think about how you want potential customers to feel about your brand and the prospect of doing business with your company. Creating an emotional connection will help potential customers retain a stronger memory of your brand and make them more likely to share your ad with others.

Customer testimonials are a strong opportunity for emotional advertising. A well-made customer testimonial video can be an excellent way to appeal to a buyer’s emotions and encourage them to purchase from your company.

What is a Customer Testimonial Video?

A customer testimonial is a short, unscripted endorsement made by a real customer. These videos typically involve the customer explaining what problems they were facing before they came to your company, followed by how your products or services helped them to resolve those problems. Testimonial videos are most effective when they’re brief (under three minutes in length), authentic, and focused on narrative storytelling.

Why Customer Testimonials are Good Marketing Strategy

No matter how amazing your company and products are, potential customers will be naturally suspicious of any company spokesperson telling them about everything your brand has to offer. Consumers fundamentally distrust anyone they perceive as trying to sell them something.

A testimonial video should feature real customers speaking for themselves about what they like about your company, how your services have helped them, and why they recommend your company to others. Buyers who have read reviews or watched customer testimonials tend to feel that they’re better informed, which makes them more confident in their purchase decision. Additionally, because testimonial videos are unscripted, potential customers will perceive them as authentic and trustworthy.

How to Create Testimonials That Function as Emotional Advertising

Using real customers and letting them speak for themselves is already a great start to creating a testimonial video that’s a successful emotional advertisement. It’s best to choose a customer who is representative of your target demographic so that potential customers watching the testimonial will see them as relatable and feel connected to them. A testimonial from a customer who had a material problem that caused them distress before they found your brand creates a story with a happy ending. This will further the emotional connection those viewing the advertisement feel with your chosen testimonial subject.

Digital Spark Studios

Emotional advertising is an effective way to get new customers invested in your brand. By leveraging this advertising tactic, you can create high-quality videos that help grow your business and audience.

At Digital Spark Studios, we work with companies to help them create high-quality marketing videos that take advantage of new and emerging trends.
Contact us today to learn more about our customer testimonial video production services.