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Emotions are a factor in every decision we make – even for decisions that we wouldn’t consider to be “emotional.” Have you ever said I feel like having a salad for lunch? That’s emotion.

Video is a great opportunity to communicate through the subtleties of these emotions, but how do you tell that’s working?

While there is certainly evidence in analytics for broadcast and online, there’s now a more sophisticated way to find out if your message is hitting its emotional mark – the science of micro expressions.

Pioneered by Paul Ekman, the Facial Action Coding System (FACS) can be used to read these subtle, internal emotions that you may not even realize you’re experiencing.

An entire industry has been built around FACS. Companies like  Emotient Inc., Affectiva Inc. and Eyeris that can actually provide you with data you can use to tweak your messaging to get the desired outcome.

No matter what your product or service is, you need to consider the emotional element of your message. Effective marketing is about far more than relaying facts. It’s about eliciting an emotional response.

This emotional response is what impacts buying decisions.

How are you measuring the emotional response to your message?

Author Otherlander

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