Why videos that make us cry (or laugh) are the only ones that convert in 2025

Emotion at the heart of winning strategies

In 2025, visual communication is everywhere, framed by algorithms, platforms and well-established codes. Yet what really touches audiences, what triggers a sincere reaction, is content that resonates deeply. An emotion. A suspended moment. A story that involves us.

Brands can no longer simply pass on information: they need to create a bond. And this is precisely where video excels. Because it concentrates narrative, rhythm, image, sound and vision. Because it speaks to the brain and the heart.

Two recent examples that show the way

Dove - When video becomes activism

The Cost of Beauty " Cost of Beauty " campaign campaign by Dove (2024) highlights the deleterious effects of filters and aesthetic injunctions on teenage girls. Through Mary's testimony, the brand abandons traditional advertising codes. The tone is frontal, uncluttered and deeply human.

This film asserts a clear position: Dove is committed. This type of narrative, aligned with a strong brand promise, produces an effect of truth. The viewer is not targeted as a potential customer, but as a conscience to be awakened.

Nike - A series that redefines the notion of victory

The campaign " Winning Isn't for Everyone " campaign campaign for the Paris Olympic Games tells a variety of stories. No podiums, no records. Just journeys. Choices. Tensions and challenges. Each video in the series adds a piece to the puzzle of a broader discourse: that of personal effort as accomplishment.

Here, Nike is building an in-depth editorial strategy. Rather than an isolated stunt, the brand is setting up a coherent, embodied, plural narrative universe. A long-form storytelling model, adapted to the realities of fragmented consumption.

What this tells us about current levers

These two campaigns prove it: an effective video today relies on more than just a beautiful image or a well-crafted message. It relies on clear narrative intent, targeted emotion, and staging aligned with brand values.

Emotion is no mere window dressing. It has become a strategic pillar. But for it to be accurate, relevant and lasting, it requires real editorial design, not a plastered-on effect at the end of the chain.

This is exactly the logic behind the Moovizz approach: to transform a communication idea into a calibrated, coherent and deeply impactful story.

Narrative impact, a rigorous, tailor-made method

Our approach is based on four foundations:

1. Understanding Identify the emotional tensions that run through your brand, and how it can respond.
2. Co-construction Working together to develop the right narrative threads, in line with your DNA and your audience.
3. Broadcast design Design for distribution: each video must be considered in its reception context. A marketing video is a video placed in the right place, at the right time, in the right format.
4. Sensitive and numerical analysis Observe what triggers echoes, adjust shapes, understand what connects.

The aim is simple: to produce accurate, effective and lasting stories.

Storytelling is a skill, not a decoration

Creating a touching video requires rigor, precision and coordination. It's not a question of adding an "emotional" effect in post-production, but of working from the outset on a strong editorial intention. Scriptwriters, directors, editors, copywriters, analysts: every link counts.

This is exactly what Moovizz does for its customers. A tightly-knit, experienced team that conceives each campaign as an opportunity to speak out in its own right.

In 2025, lukewarm content won't survive

And telling it like it is doesn't just happen.

A powerful video isn't one that moves people by accident. It's a structured narrative, aligned with a clear brand strategy and supported by the right formats.

At Moovizz, we see each production as a speech in its own right. We're not looking for effect. We aim for accuracy.

What you have to say deserves a story that sticks. Not a passing message.

And that's what we're building alongside you, with method and commitment.

FAQ - Emotion in video marketing: what you need to know

What is the ideal length for an emotional video?
It all depends on the channel. 15 to 30 seconds on short formats(TikTok, Reels), up to 90 seconds on YouTube or pre-roll. What's important is to create emotion quickly: the first few seconds are decisive.

What types of emotions work best?
Those that engage without manipulating: pride, vulnerability, inspiration, joy, gravity... It all depends on your brand's tone. The important thing is to be fair, not spectacular.

How do you measure the emotional impact of a video?
Completion rates, shares, comments, repeat viewings, freeze time, post viewing clicks. You can also couple this data with a qualitative analysis of spontaneous feedback.

When is the right time to capitalize on emotion?
When you're launching, relaunching, repositioning or thanking. When you want to create a bond. Emotion isn't a bonus. It's a choice of posture.

Shall we get down to business?

Ready to make a difference? Contact us today to turn your ideas into high-performance, engaging video campaigns. Simply fill in this form and we'll get back to you: