September 1, 2025
Isn’t it frustrating when you’ve spent precious time and precious budget producing a beautiful brand film, and the only people sharing it are your own marketing team? (Shout-out to all social media managers who like their own posts before anyone else does – you’re not alone!) You know the video is good. You know it tells a story. So why isn’t anyone hitting the share button?
You’ll hear it all the time: make sure your video evokes emotion. And it’s true. Research shows that videos which evoke strong emotions (positive or negative) are twice as likely to be shared. But here’s the thing: you already know that. The real question is this: whose emotions are you targeting? Too often, marketers ask themselves, “What do I want my audience to feel?”. The better question, and the one that actually drives shares, is “What does my audience want to feel?”
This brings us to our number one tip for marketers looking to make videos that actually get shared:
It sounds simple, but it’s often overlooked. Before you even start production on your next brand film, think strategically: who is your audience? What’s the purpose of the video? And do these two elements actually align? If your answer is “kind of,” your video is already at a disadvantage.
Consider this: a brand known for its humour releases a deeply sad, emotionally heavy video. Their built audience? Scratching their heads. Or imagine a brand famous for emotionally rich, inspirational content suddenly chasing a trend with something really unserious. It backfires. Shareability comes not just from the emotion itself, but from how well it fits your audience’s expectations of your brand.
Once you’ve aligned emotion with audience, here are a few other tips from an experienced video production agency to make sure people keep clicking that share button:
At the end of the day, the secret to shareable videos isn’t just emotion. It’s emotion the audience wants to show off, packaged for the right platform, with a strategy that aligns purpose and expectation.
Videos get shared when they move people, when the emotion on screen is the emotion your audience wants to feel and show to others. That’s what we do. We’re gut feelers. Emotion shapers. Attention grabbers. Working with a video production company like us, you’ll craft videos that don’t just get watched. They spark conversation and are carried forward because your audience connects with them.
If you’re ready to make stories that are felt, shared, and remembered, let’s bring your next idea to life.
