Sign Up to Crafters Newsletter
for Free!

How to Create Emotional Content in 2020

March 24, 2020

Have you ever wondered why McDonald’s “Karen Po” commercial stick so much?

Or maybe you’ve found yourself convicted after watching Nike’s Ads?

Do you want to learn the keys to creating powerful video campaigns and emotional content that hit your audience right in the feels?

Last October 23, during GetCraft’s Manila Creators Meetup, creative professionals like Enzo Marcos, Marlon Borreo, and Joy Aquino shared their tips and secrets on how to create content that could move their audience.

Always Find The Truth

Enzo Marcos, a commercial director & founder of Buhay Basket, started the seminar by giving us their secret on creating motivational content:


Stories are better because no one remembers stats. But people will never forget stories.

So when you’re ideating your content, the key is to find the tension. Every subject has a story to tell.

“So begin with the subject’s dreams and ambitions, their challenges, and the easiest part, always find the truth. Share with your viewers how your subject has overcome those challenges.”

His tip for aspiring content-makers:

Always do what gives you goosebumps!

Truth Well-Told

Marlon Borreo, a copywriter from McCann Worldgroup, shared with us his seven principles on telling stories that evoke emotions:

Start at the End

Most iconic stories are remembered just by their endings. So it is crucial to make them memorable. When you have a powerful ending, people will also tend to remember your story.

Tension is Key

Tension is essential in every story. When your characters don’t experience any challenges or pressure, then the tendency is your content will not be memorable.

Keep it Simple

Don’t make the setting complicated. Focus on just one moment

Show, Don’t Tell

Let the viewers figure things out by themselves rather than telling them everything.

Leave Some Blanks

Don’t be afraid to leave some blanks. You don’t have to explain everything to your viewers.

The Feeling is The Message

The message is not the message. Ask yourself, what is the feeling that you want your audience to feel? That should be the message.

Truth Well-Told

“A truth is an observation about the consumers, the times, and the product that you want to communicate. But the best truth isn’t the obvious ones. And if you want to share it effectively with your audience, it must go hand-in-hand with a proper technique.”

His tips for aspiring content-makers:

Just take one or two principles, try to apply it, and you’ll end up with a material that has more emotional content.

Creating Experience for your Audience

Joy Aquino, Director & Cinematographer and Co-founder of Spectrum shared that creating content, for her, is not just about hitting one emotion, and that’s it. “It’s all about the kind of experience or the “journey” you want your audience to be in by bringing in a range and complexity of feelings.”

According to her, feelings are the way we react because of who we are and our moralities. And it’s not always universal since each of us experience different feelings. Thus we also have different perspectives.

For Joy, when ideating a video content, “You need to remove the ego in the process. It’s the hardest thing to do, but once you’re able to do it, you’ve already accomplished 50% of your work. In the end, the material is always the King or the Queen. So whatever treatment you decide to do, it’s because it will serve the material well.”

Her tips for aspiring content-makers:

Live your life well. Do the things you don’t normally do and talk to people you don’t usually talk to, Go out of your comfort zone and empathize.

You need to create always and learn from your mistakes. Think visually.


Learning how to create emotional content that gets your audience reaching for the tissue paper is something that can be learned. But of course—a lot of it also comes from the years of experience that you gain.

If you’re someone who’s just starting to get into creating emotional content for your audience, apply some of the tips our industry experts shared during the Manila Creators Meetup.

If you’re hungry for more information and strategies, stay tuned on our social media pages for more. We’re cooking up plenty of helpful resources for you over at GetCraft.

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5
Heading 6




  • Test
  • Test 2

  1. Test A
  2. Test B

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

How to Create Emotional Content in 2020

March 24, 2020

You must be a premium member to view the full content

Sorry, but the rest of this article is for our Premium Members only. To gain access to this content and many more benefits, subscribe below!

How to Create Emotional Content in 2020

This is some text inside of a div block.
March 24, 2020

Crafters Newsletter

Sign up to our weekly email to get:
Article Updates
Event Announcements
Webinar Announcements
Free Research

Weekly Creative Supply


In-depth creative articles

Get it for free

Premium subscription

US$ 10 / month

8+ Free creative webinar tickets per month
All past tutorials, panels & interview recordings
Bespoke industry research & guides
Exclusive brand offers & VIP Events
In-depth creative articles

Related articles

No items found.