We’ve all heard the phrase “facts tell, but emotions sell.” When it comes to video storytelling, this couldn’t be more true. People may listen to facts, but they remember feelings. If your video doesn’t stir some kind of emotion, it’s forgettable—and a forgettable video won’t get you the results you’re aiming for.

That’s why the fourth question in our 5 Questions That Will Make or Break Your Video Projects is this: How do you want them to feel?

Why Emotions Matter

Think about the last video that made you laugh, cry, or even sparked a little anger. Did you share it? Did you talk about it with a friend? That’s the power of emotion. When your video stirs feelings, it sticks in the mind, and people are more likely to remember and act on it.

Emotions are what make stories memorable. It’s not enough to simply state facts or list features. You’ve got to make your audience feel something.

How to Create an Emotional Response

So, how do you make sure your video hits the emotional target?

It starts with being intentional. You have to decide upfront how you want your audience to feel by the end of the video. Do you want them to feel empowered? Moved to action? Comforted? Angry? Every choice you make—music, visuals, tone—should serve that emotional goal.

Video storytelling is a powerful medium because it can combine visuals, sound, and narrative to evoke strong emotions. Think of a well-timed musical score, a close-up shot, or a voiceover that speaks directly to the viewer’s heart. These elements work together to create a feeling, not just deliver information.

Emotions Drive Action

Once you’ve nailed the emotional tone, the next step is ensuring that your audience’s feelings drive them to act. After all, an emotionally powerful video without a clear call to action is like starting a fire and then walking away without using the heat. When people feel something, they’re more likely to share, click, donate, or buy—but only if you guide them.

Whether you want your audience to feel hope, excitement, or urgency, be sure the emotions lead directly to what you want them to do next. That’s how you turn an emotional response into real, measurable action.

The videos that work best are the ones that make people feel. If your video doesn’t hit an emotional chord, it’s forgettable … like by the next coffee break. But if it does? You’ve created something memorable—and that’s what makes stories stick.