How to make an emotional corporate video

GUIDE · EMOTIONAL VIDEO

How to create an emotional corporate video

An emotional corporate video puts the levers of emotional marketing at the service of an authentic connection with the audience: a coherent story, an impactful soundtrack and professional editing that drive action.

Updated June 2026

~6 min read

VIDEO
IN BRIEF
Emotional marketing draws on pathos: an emotion can influence a decision and prompt people to act.
According to a Nielsen study, ads that trigger an emotional response increase sales by +23% compared to the average.
A good video rests on a few key elements: emotional coherence, an honest story, simple storytelling, a clear target, a solution, a soundtrack and editing.
Even the best video needs promotion: A/B testing and channel selection based on target and message.
An example of an emotional video.

An emotional corporate video does not simply present a product: it uses emotions to build a deep connection with the audience and prompt it to act. Here is how emotional marketing works, which elements make a video effective and how to promote it.

Emotional marketing: what it is and how it works

Using emotions to persuade others is not a new practice. Aristotle had already identified emotion as a tool for attracting and persuading an audience. At the time, the term pathos was coined, as opposed to ethos, which uses facts and figures to convince.

Today, emotional corporate videos are part of emotional marketing.

They are based on the idea that an emotion can influence a decision and prompt people to act, to convert.

Persuasive messages and effective music are some of the tools used to form a deep connection with the audience, generating a specific emotion to achieve the desired result.

According to a Nielsen study, ads capable of triggering an emotional response from consumers give rise to a +23% increase in sales compared to the average.

Emotional marketing, and therefore emotional corporate videos too, is so effective also because:

  • Emotions and memory are connected!
  • It creates easily shareable content.
  • It influences purchase decisions, for example with ads that perform better than those with rational content.
  • It helps build customer loyalty and create advocacy among customers.
  • It connects the target emotionally with a deeply felt theme, offering a solution.

How to use emotions to create an emotional corporate video?

Now that we have seen how and why emotional marketing is so persuasive, here are some tips for applying it to corporate videos.

A good emotional corporate video does not only serve to win the attention of potential customers and turn existing ones into loyal ones. It can also be used internally, to build cohesion or motivate employees!

A good emotional corporate video rests on a few key elements, such as:

1Coherence with the type of emotion you want to convey.It is important not to lose sight of what (and how!) you want to convey. It is also essential to remember that emotions need not be only positive ones. One example is FOMO (“fear of missing out”).
2The connection of the story to the company’s philosophy and values, or to a social theme tied to the products and services offered, with honesty.Telling a story is fine, indeed: it is exactly the right thing to do! But be careful not to lose sight of honesty. One of the biggest risks, in producing emotional corporate videos, is playing with emotions, exaggerating or falsifying the brand’s story and values. Pretending to be environmentalists when you do not even sort waste in the office is risky, as well as hypocritical.
3Simplicity of storytelling, thanks to a narrative structure that is easy to follow.A good emotional corporate video must be easy to follow. One or two characters, one point of view, few but meaningful turns. There are many ways to tell a story, and choosing one is the only way to do it well.
4The point of view of the target, even if internal to the company, which must be able to identify with the human factor.Who will watch this emotional corporate video? Who is the target you are trying to attract? Who is it intended for? The goal is to make the audience feel connected to the story, emotionally: knowing it well is essential to choosing stories, words, emotions and points of view capable of generating connections. For this reason, a study of the target and of buyer personas is a fundamental step in preparing any kind of emotional marketing content!
5Presenting a theme that is highly emotional for the target is not enough: you need to provide a solution.Once the target and problem are identified, what solution do you offer? How can the brand resolve the conflict? A good emotional corporate video explains it in a simple and direct way!
6The choice of an impactful soundtrack.Music can really make the difference, not only in films. A Nielsen study examined the effectiveness of more than 600 television ads, of which over 500 included music. The research confirmed that those enriched with music perform better on four key parameters: creativity, empathy, informative power and, above all, the ability to create an emotional reaction.
7And, finally, professional editing.The best music, the most suitable theme for the target and the perfect point of view cannot work miracles if professional editing is missing. In pre-production, for instance, it is useful to pay attention to elements such as the storyboard and the script, the definition of the type of editing and cut, and the planning of the shoot. In production, on the other hand, knowing technical aspects such as the rule of thirds and the correct handling of sound and light makes the difference.
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Producing it isn’t enough: how to promote a good emotional corporate video

After creating the video, ideally in more than one version for A/B testing, it is time to promote it.

Even the best emotional corporate video needs the right promotion to succeed!

The choice of channels to use for advertising should be based on the target and the message of the video itself.

You can learn more with our guide dedicated to LinkedIn Ads.

Ads that trigger an emotional response drive a +23% increase in sales compared to the average.

Conclusions

Choosing to produce an emotional corporate video is not a simple choice, because achieving a good result requires attention to many factors and technical aspects.

Yet it is undoubtedly a winning choice for making an impression on your reference target. What is more, when it is part of a marketing strategy, it can prove the winning choice for gaining customers and for fostering advocacy.

FREQUENTLY ASKED QUESTIONS

Frequently asked questions

What is an emotional corporate video?
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It is a video that is part of emotional marketing: it uses story, images and music to activate a specific emotion in the audience and influence its decisions, from purchase to loyalty. It can also be used internally, to build cohesion or motivate employees.

Why does emotional marketing work?
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Because emotions and memory are connected, emotional content is more shareable and influences purchase decisions more than purely rational content. According to a Nielsen study, ads capable of triggering an emotional response increase sales by +23% compared to the average.

Which elements make an emotional video effective?
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Coherence with the emotion to convey, an honest story consistent with the company’s values, simple storytelling, a well-defined target, a clear solution, an impactful soundtrack and professional editing.

How does Parklab get an emotional video in front of the right audience?
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We produce it, where useful, in several versions for A/B tests and choose the channels based on the target and the message. We handle both production and distribution, because even the best video needs the right promotion to work.

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