Video psychology effect is widely seen in the video marketing statistics 2016 published on wyzowl.com. The study stated that over 85% of marketers think that video today is an integral part of any successful marketer’s strategy. On the other hand, consumers, explicitly said that they preferred visual to readable explanatory materials about a product. This consent of consumers was demonstrated by 69% of the study’s participant.
Video psychology is also demonstrated in Slideshare.net study. In this study, revenue of businesses using video have growth rate faster by 49% than other businesses that never promote with video content. It is important to understand the reason behind it. It is not just a difference, it is a substantial difference. VidMatic, in this article discusses the psychological aspects behind video advertising and the power of video psychology.
Conceptual Video psychology Overview
When discussing advertising from a psychological point of view, there are key differentiators for ads to be persuasive in general; Central and Peripheral/Marginal Overview.
In the case a consumer, a user, is interested, wants and needs a product. The individual can make thoughtful decisions based on facts and logic. This is what we call Peripheral or Marginal Overview.
The marginal or the peripheral course. This is when a user/consumer acts based on stimulation rather rationally considering the communication itself. The stimulation is referred to as “CUES” and they include music, storytelling, motion picture and others as well. What makes the key differentiation in this course, is that the content and factual material may be overlooked due to “cues”.
A Triumph – The Motion Picture, AKA Video.
If a picture is worth thousand words then imagine the effect of 30 pictures in one second of video (1 second of video has 30 pictures/second). Hence, a video has an extensive appeal as it engages broader range of senses.
Unlike any other traditional advertising tool. Let look and understand the psychological aspects of video advertising. Video can trigger the central route or the peripheral/marginal rout based on the receiving end. In other words, if you and me both watch the same video ad, it can trigger an impulsive purchase from one of us and a rational purchase for the other. The reason behind that is due to the fact that video simulated logic for the second one. Either way, that is magnificent. Businesses want to sell more and to sell more, you need to sell the underlying idea behind it. The “why”, which induces a specific emotional response such as joy, laughter, anger, pride…etc. These emotions fuel the human behavior and aid in building the relationship between brands and audience.
Now, while understanding the psychological aspects behind video advertising, let’s take one more step. As a business, you need an art director that knows how to tell the story of the product. What is more important, is to tell the story using both courses in one single production.
With the growth in video content making globally, the attention span dropped 3.75 seconds from 12 seconds. now you have got to catch the attention of your viewer in less than 8.25 seconds on either of the central or the marginal course. In other words, you have 8.25 seconds to trigger the rational or the emotional side of someone’s brain to make the purchase.
Business definitely understand the psychological aspects behind video advertising. As for most people, they think that for a video to be delivering what it was intended for, it needs to be viral. On the contrary, that is not true. However, viral videos tell you what are the trends of videos people like to watch (emotionally not logically).
A real-life case where a video of animals of different species be-friended each other was produced by a technology channel on youtube that collected 27 million views. The reason behind that falls on the fact that the channel owners knew exactly how to touch the emotional spot (soft spot) of its users. The team employed the “cues” in a sequence of events that guaranteed high viewability by letting emotions, not facts, drive the actions towards their products.
How Do We Do It?!?
If you understand and apply the basics of psychology to video advertising, then you will know exactly how to draw your road map to preparing you responsive video content.
Whom you want to reach? That should be your first question. ID your audience, and ID how are you going to approach them.
How to approach your audience? You need to know your audience to apply the best tactics to engage them. Do you want to engage them emotionally or logically? Accordingly, you will know what cues to have.
Now that you know, who is your audience and how should they be engaged, now we can start to build the story that will end up in higher engagement level possible.
At the end, today, psychology and advertising can be employed together to deliver the most successful marketing videos.