Empathy Marketing & Video: Video Marketing Examples #68

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Empathy (noun):

the ability to understand and share the feelings of another person or people.

In this week’s email we want to talk about empathy marketing.

Empathy marketing refers to marketing tactics that demonstrate deep understanding of your audience’s feelings, challenges and pain points.

Make no mistake: empathy can make a huge difference, particularly in competitive niches.

A brand which makes clear that they deeply understand and respect the challenges of their viewers, can credibly claim to be best-placed to solve those challenges.

And, more simply, in a world of marketing ‘tribes’ - many people just like to buy from brands that speak to them.

Take this example from Tommy Tippee - a UK brand offering ‘simple and intuitive’ baby products.

Their target market? New parents.

The problems and challenges of that audience? 

Sleep routines…

Night feeds…

And plenty more.

Most baby brands advertise using idyllic shots of peaceful, happy, smiling babies. 

This campaign goes to the heart of an undeniable truth for parents: life with kids is often far from idyllic!

These short, no-nonsense videos show that the team behind Tommy Tippee gets it.

They understand the realities of life for their customers. They get the challenges and create products to support and help.

Each video focuses on a different pain point, but they’re effective because they follow a similar formula:

They call out the audience right from the start with simple but emotive background footage and clear typography…

They build a sense of connection and community…

And they invite two-way communication and community building with the hashtag ‘#TheTruthIs’.

So, it’s simple (even if it’s not easy.)

• Deeply understand your audience. Take time to talk to them, read their reviews and feedback, run surveys. Get to the heart of what their most severe pain points are.

• Look at the ways your competitors speak to these challenges. What’s the dominant ‘theme’ of marketing in your industry? Are there any unrealistic norms or cliches to be challenged?

• Seek ways to stand out. Challenge the norms and go against the grain. Stand out with campaigns and slogans like ‘#TheTruthIs…’

Feeling inspired?

Empathy is a key part of all marketing, but it’s particularly key when it comes to creating video content like explainer videos and ads.

It’s about understanding your viewer’s problems, and isolating them quickly and powerfully in your video content.

This is a key skill we’ve built up through our 10+ years creating videos. 

So if you need a fresh pair of eyes - or just a bit of advice - click the button and let’s chat through how we do it - and how you can too.