Content marketing continues to grow in popularity among digital strategists, and that means rising above the noise is becoming even more difficult. In order to stand out, you’ve got to be different, and video has proven it can uniquely deliver highly memorable and emotional content to a target audience. A big reason for its success? The power of sound.
BuzzStream and Fractl conducted a survey of over 1,000 consumers to better understand the emotional impact of sound and how it relates to content marketing. Survey respondents were asked to play five viral videos from the last couple of years and then pick which emotions were activated when the video was played. Each group was presented with a different viewing format. The first group had to watch the videos with sound, but without captions; the second group had to watch the videos without sound, but with captions; and the third group was only able to listen to the video’s sound and was not allowed to watch the video. Robert Plutchik’s comprehensive Wheel of Emotions was used to categorize emotions.