Of course, we all buy things out of necessity or want! However, as it turns out a lot of us buy things driven by emotions. A study done showed that “70% of viewers who experienced an intense emotional response to an ad were very likely to buy the product” (Unruly). This brings to mind that overly drawn out commercial for the SPCA. In the ad you’re shown sad faced, pitiful looking animals while Sarah McLaughlin sings in a melancholy tone the background. Yea, you know exactly which one I’m talking about. They’re really selling it home hard with triggering the emotional response here. This is the text book example of an emotional ad. Makes sense to advertise this way. IPA Research showed that, “ads with purely emotional content perform twice as well (31% vs. 16%) compared to those with only rational content.” It appears we are emotional beings rather than rational. Side note, Italians are the most emotionally engaged with brands at a whopping 65%. We thought this fact was interesting. Although very effective, it can be somewhat risky. There’s really no predicting if it will beseech the emotional response intended from your audience. This is why we believe user generated content should be a big part of every brands advertising strategy. UGC is one of the best ways to create emotional connections from brand to audience using the lens of the customer experiences. With an array of emotions and reactions through UGC video, it’s not a surprise that it is the most engaging. When you can sympathize with another “real” human who isn’t a paid actor, you build an authentic relationship with the brand and its mission. But don’t take our word for it, Frontify showed a statistic that 85% of people find UGC to be more influential. If your brand hasn’t already tapped into the infinite potential of UGC or sourced content marketing contact us to learn how.
