If you log onto Facebook and scroll through your newsfeed, you’ll quickly come across videos of cooking, cats sitting in odd places and dogs talking like humans. We, as internet users, love watching videos which is great for your business’s marketing strategy. But what leads viewers to truly engage with not just the video, but your brand as well? The answer lies in the psychology of video marketing.
97% of internet users don’t trust advertising. However, internet users do respond positively to emotional cues in said advertising. Video generates more emotional cues than any other digital marketing method. Because of this, videos don’t just sell products or services, but underlying ideas as well. Human behavior is driven by these emotions, leading to action – and hopefully, conversions.
There are several factors that contribute to the creation of an emotion-evoking video, including music, colors, storytelling and other stimuli. To utilize each of these effectively in your video, it’s important to develop a strategy in which your goals can be accomplished.
Identify Your Goals
Think, “What action do I want a user to take after watching this video?” This action should contribute to whatever goal you are hoping to achieve using the video. Examples of this could include downloading an infographic, following your company on social media or filling out a form to get a price quote.
Emotion into Action
What emotion would you want the viewer to feel while watching your video? This emotion should be tied to the action you want the viewer to take after watching. For example, if you want the viewer to look at your vehicle selection on your automotive site, you’d want the viewer to feel excited about the cars you offer or maybe nostalgic about purchasing their teenager’s first car.
Storytelling uses multiple areas of the brain, whereas facts and statistics only activate the brain’s language centers. For example, if you describe a taste, neurons that are excited when actually tasting food are awakened. Additionally, cortisol (attention) and oxytocin (empathy) are activated by storytelling – two chemicals that are critical to decision-making.
Researchers in a study titled “Impact of Color on Marketing” found that up to 62-90% of snap judgments made about products can be based on color alone. However, personal preferences, experiences, backgrounds and cultural differences can alter the effect that a specific color has on each individual.
Colors can be split into categories of warm and cool. Cool colors, such as blue, green or purple, can be interpreted as mellow or calm. Warm colors, such as red, orange or yellow, draw more attention and are often interpreted as loud or frantic. When used in lighting, they can amplify spacial relationships and bring attention to specific areas. When combined strategically with value, the lightness of a color, you can create an image that really pops.
Certain emotions that are felt from videos make the content more likely to be shared. The emotional responses that make a video more likely to be shared include feelings of amusement, surprise, joy and excitement. To gain a higher rate of sharing for your videos, you should first look at the reasons why viewers share videos. According to video tech company Unru, these are the most common results:
- To connect with friends about a shared passion or interest
- To help socialize with friends offline
- The sharer believes the product or service could be useful to friends
- The video promotes a good cause
- The video is about a current trend or event
- It demonstrates the sharer’s knowledge and authority about a subject
- The sharer wants to be the first to tell friends about a subject
- To start an online conversation
- Because the video says something about the sharer
- To see what friends think
With these in mind, you can better understand how to create videos that will have a higher amount of engagement on social media channels.
Sense of Reward
Who doesn’t love getting free stuff for completing menial tasks? By extending an offer with a call to action at the end of a video, viewers feel rewarded. The risk with a call to action in a video is that it will be perceived as a sales pitch. For this sales pitch to be effective, it’s important that it is timed well. For example, if placed at the end, viewers are more likely to click. There’s an entire psychology on just call to actions.
Did you know that businesses who successfully optimize the emotional connection tend to outperform their competitors by about 26% in the gross margin and about 85% in terms of overall sales growth? Well, it’s true according to a study conducted by Gallup. This makes utilizing psychology in your video marketing strategy essential for your business. By creating a detailed, goal-oriented strategy for your video marketing, you’ll be able to create videos that grow your business. No matter what your video’s purpose, the psychology of video marketing can be used to achieve your objectives. Find out how Abstrakt can make that happen for your business here!