Browbeats beware. I’m about to talk about feelings. Mushy. Gushy. Feelings.
There are plenty of feelings in this heartwarming Huggies commercial. You don’t even have to speak Spanish to see them, or more importantly, to feel them.
The thing is, I’ve probably watched the video a dozen times, and it gets better with every view. Why? The ad, launched to promote the diaper brand’s product line in Latin America, made me feel something.
That’s because at its core, it’s an example of cathartic content. And as brands earmark additional budget to content creation, catharsis is the light at the end of the content marketing funnel. So goes this idea – this simple, powerful idea – of content catharsis: You’ve got to get your customers to feel if you want them to buy.
That idea is driven more by science than you might think. In 2009, a neuroscience marketing resource (yes, there’s such a thing), reported that emotional content is twice as popular as rational content (31 percent vs. 16 percent).
This isn’t new. Emotionally-driven advertising is a veteran to the marketing toolbox. But as marketers devote more dollars to their content spend, it’s critical to apply the lessons learned from emotional branding to the opportunities abound with content.
Over the course of the following months, Marketwave will be reporting about the idea of content catharsis as it relates to content marketing. Stay tuned to our blog as we share our findings about feelings.