As Ian Maitland – the Emmy-Award winning director and editor says:
“It is the filmmaker’s job to create moods in such a realistic manner that the audience will experience those same emotions enacted on the screen, and thus feel part of the experience.”
Tweaking his words to suit today’s online world where users are surrounded by content everywhere, one can say, “It is the responsibility of content creator to create emotions in such a realistic manner that the end users will experience those same emotions while consuming the content“.
I believe most of the content in today’s world involves videos, blogs, info-graphics and there are really good number of Digital Marketing companies creating such content for different brands. But are they really sure their content is influencing consumer perception about brands?
How do the content creators get to know about how effective (or affective?)their campaigns would be without actually making the content available to consumers?
Knowing in advance the emotions that a particular content is likely to elicit from its viewers is huge advantage to improve accuracy for content indexing. But is there a way to accurately predict if your content is going to make the desired impact on the consumer?
At the stage of advanced technology we are in, it is worthwhile emphasising that the affective content of a video does not necessarily correspond to the affective response of a particular user to this content. Expected emotion and the actual feeling evoked in an user while consuming any content are two different things. The expected affect is objective where as actual affect is subjective and context-dependent. A Dhoni’s helicopter six makes the Indian fans go bonkers, but pushes the opposite team’s crowd into an extreme opposite emotion.
Every content creator has a target audience on his mind before he steps up to create any content and ultimately, it is his responsibilty to make sure before reaching their audience that the anticipated affect and actual affect overlap to a maximum possible extent. But how does he make sure that the overlap happens?
Affect Score is the one stop solution to all of your queries. Most previous works on content indexing were only based on the content itself, without considering the affective analysis of users, which is an efficient and important way to reflect users’ attitudes, feelings and evaluation of content. On a broader scale, the affectiveness of any content can be seen as the amount and type of affect (feeling, emotion, mood) that characterises that content. Affect Score is the final outcome of the process of giving weightage to different attributes to the term ‘Affectiveness’.
But how does this Affect Score look like? What’s the science behind it? Why should a content creator care about it? What do the content creators miss out if they do not care about Affect Score?
We at Entropik Technology www.entropiktech.com will be more than happy to answer all of your queries in detail. We believe that emotions are universal and shape all aspects of our interpersonal and intellectual experience and this gave birth to our flagship product, Affect Lab.
To all the content creators out there, to know how you can quantify the subconscious experiences of your users , visit us @ www.affectlab.io or write to us at firstname.lastname@example.org. Affect Lab goes beyond surveys and questionnaires, to delve into your users’ subconscious experiences & ensure your brand resonates with them emotionally.