Usually happiness could be relied on as a really useful emotion to show in an ad. After all, everyone wants to be happy right? Well, it turns out that according to a recent study conducted by VidMob, during the pandemic happiness is actually drawing 64% fewer conversions than before and because of the fact that this is the sort of thing that could potentially end up negatively impacting ad campaigns a lot of agencies have started to look into ways in which they can change things up.
Surprise is one emotion that is seeing a lot more traction, seeing an incredible 360% increase in its success rate. Men seem to be having a rough time of it in ads, with ads featuring men seeing 41% decrease in their performance. Ads featuring women seem to be soaring in their popularity though, with ads that feature women seeing a 325% increase in their rate of conversion which is a massive number and probably means that women are more than likely going to end up getting a lot more jobs in advertising in the near future. Calmness is also a quality that has become more popular than ads recently as have outdoor settings, and all of these factors could indicate a shift in how advertising is created at least in the coming months.

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