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Positive vibes wanted – how the corona crises is creating a content trend

“Emotions do not disable decisions. They form the foundation on which they are made.” Although Douglas van Praet wrote these lines in the business magazine Fast Company several years ago, they could not be more up to date. 

In the last years, numerous studies leave no doubt that emotions play a role that is at least as important in people’s decision-making and actions as logic and mind. There is no doubt that the world of emotions of every human being is complex, but it is considered that emotions are linked to the body’s own reward system from a neurological and hormonal point of view. More simply: Our brain classifies all things we associate with positive emotions as positive memories. Exactly this effect can also be used in the advertising industry. In times of the Corona pandemic this is all the more valid, because positive content is currently in demand as never before. 

Videos can best evoke emotions

In the focus of this development is above all the medium video. For good reason, because emotions can be spread through videos as well as through no other medium. Positive emotions can be created especially by professional and correctly used storytelling. 

Therefore, the trend towards positive content is currently most evident in videos. Especially on the video platform YouTube. A study by the digital studio „The Soul Publishing“ confirms the impression that could be gained in recent months on the US platform: Funnier, more cheerful, helpful and entertaining – simply positive – content is actually more popular than ever before. 

Formats which offer Life Hacks are booming in special. The Life Hack channel “Brightside” underpins the trend: The format has achieved a 75 percent increase in subscribers since March. A study by the data platform „Channel Factor“ can explain this development. The study concluded that 80 percent of YouTube users currently visit the platform to improve their mood, while they were unable to participate in public life as they did before the pandemic. 

It would not be the first time that YouTube has set a trend that will later spread to the entire video market. It is the case that YouTube is also the perfect reference for companies for what people want to see. For that reason they should convert the trend in their campaigns. 

People continue to look specifically for positive content
 
You might think that this trend is only due to the times of collective lockdown in many countries. However, even after many countries relaxed their regulations, this did not change – the opposite is the case. 

“The data indicate that it is even intensifying. The figures show that people are continuing to look specifically for positive content,” revealed Victor Potrel, vice president of platform partnerships at „The Soul Publishing“: “This is an important sign for advertisers and creative professionals: Viewers see video entertainment as a way to find emotional balance and lift their spirits. Advertisers are therefore well advised to strengthen their activities in social media”. 
Companies can follow the trend with strong partners

The trend towards positive content is an important message for companies of all kinds. They should expand their advertising campaigns in this direction and – if necessary – make changes to jump on the bandwagon. 

In doing so, entrepreneurs should work with professional partners who understand the medium of video in a task-relevant solution context and can ideally link product and brand with positive emotions as a strategic partner. True to the motto that the german poet Johann Wolfgang von Goethe once said: “It must come from the heart, what should affect hearts”.

ZEHNTAUSENDGRAD Ltd. is a creative video powerhouse based in the Fugger city of Augsburg, but also has an office in the heart of London. As a strategic partner ZEHNTAUSENDGRAD works with companies and businesses to translate their brand messages into relevant content for various channels. Strategies, style guides, concepts and videos. Whether image films, teasers, commercials, 2D and 3D animations or social media content – the agency accompanies its clients from the beginning to the release. In the column trend of the week ZEHNTAUSENDGRAD informs about the newest developments within the range of the medium video – so that does not arrive what once the historian Reinhold Weber said: “By the time you’ve told everyone what the trend is, it’s usually already over.“


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