Originally written on Think with Google in French
https://www.thinkwithgoogle.com/intl/fr-fr/strategies-marketing/video/recherche-emotions-contenus-marketing/
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Forget genres, today's web users search for movies based on emotions. That's the key takeaway from recent YouTube search trends analysis, revealing a shift where emotions, not genres, are driving content choices. Whether it's laughter, tears, reflection, or escape, the search for specific emotional experiences is reshaping entertainment consumption.

This paradigm shift presents a golden opportunity for brands across all industries. Traditionally, brands aimed for cultural resonance. But with emotions taking center stage, "emotional relevance" becomes the new frontier.

The COVID years further emphasized the crucial role of "care." Now, with emotions dictating search behaviors, brands have a chance to truly connect by demonstrating emotional relevance. By understanding their audience's emotional state, marketers can craft impactful campaigns that resonate deeply, leaving a lasting impression.

Brands and content creators are already capitalizing on this trend. From YouTube's personalized playlists like "sad songs that make you cry" to the interactive "emotion atlas" project by Google Arts & Culture and the Guggenheim Museum (utilizing machine learning!), the focus is on tailoring experiences to emotional states.

Audi's campaign for the Q8 Sportback e-tron exemplifies this by capturing top model Coco Rocha's emotional reactions using EEG and biometric technology. Even product design is getting a touch of emotional relevance. L'Oréal, for instance, partnered with neurotechnology leader EMOTIV to create an innovative in-store experience. Using a combination of scent samples, neurotechnology, and algorithms, this experience helps consumers determine the fragrances that best match their emotions, leading to personalized perfume recommendations.

These are just a few examples of how brands are adapting to this emotional zeitgeist by understanding and responding to consumers' in-the-moment needs. The opportunities are vast, and brands that embrace emotional relevance are well-positioned to forge deeper connections and build lasting relationships with their audience.

Key takeaway:

Prioritize emotional relevance: Ranking consumer triggers by their emotional intensity, not just their level of mentions (share of voice), will reveal hidden dreams, pain points, and motivations. This intent-based approach, rather than just volume ranking, unlocks deeper connections, crafting messaging that resonates with core desires. Craft experiences that touch hearts and watch your brand rise above the noise.