The Psychology of Video Marketing: Why It’s Effective
October 18, 2023
Video marketing is a pivotal tool for companies to captivate and convert their target audiences. People can watch videos anywhere on their smartphones, tablets, laptops, or desktop computers, and they generate 1200% more shares than text and image content combined! In the fast-paced digital landscape of today, high quality video production services are crucial to connecting with audiences and making a lasting impact.
At our award-winning women-based NYC and LA video production company, we know that video marketing is the way to go. The four key aspects of video marketing that make it so effective are their memorability, the empathy they induce, the potential impact of backing music, and their ability to tell stories. Read on to learn about the psychological effects of videos that make them so effective
Visuals are more impactful than words. Words are processed by our short-term memory, meaning they typically leave our heads about as quickly as they go in. Images go right into our long-term memory, though, allowing us to recall them with more ease. Images are also processed 60,000 times faster than words, allowing them to capture our attention more deeply. No matter how well written a verbal advertisement is, such as in email marketing, images are still more likely to have a stronger and farther reaching impact. By showing a series of multiple images, videos increase the impact of the advertisement. Combining visual and auditory inputs also significantly improves comprehension and recall. Therefore, a product video depicting the product visually while presenting verbal information about the product increases the audience’s memory retention of product information. The same goes for brand or corporate videos, event videos, and explainer videos.
Videos allow companies to depict emotions in humans, animals, and cartoon characters. Watching others express an emotion triggers mirror neurons, brain cells that respond equally during the performance of an action and during the witness of that action. For example, it is typical to tense when seeing someone else get hit in the face by a ball. By eliciting an emotional response in viewers, marketers can forge a connection with them. This makes the brand more memorable and relatable to the audience. For instance, a commercial video for a diaper brand that portrays a happy mother and child playing together could elicit a positive emotional response in mothers watching the advertisement. The mother would then have positive associations with that diaper brand, making her more likely to buy from them.
Music paired with visuals can have a much deeper impact on viewers than either music or visuals alone. The nucleus accumbens, the part of the brain that produces the feel-good chemical dopamine, is activated when listening to music. When people watch a video and immediately hear a catchy tune, their brain releases dopamine and they are more likely to stay on the page and learn more about the product or service. According to Facebook, 65% of consumers who spend 3 seconds watching a video will spend 10 or more seconds thinking about it afterwards. Choosing good music for a video can keep consumers past that 3 second mark, which could make or break countless conversions of viewers to consumers.
4 Storytelling & engagement
Humans are hardwired to attend to storytelling, making us twenty two times more likely to remember information told that way. A story can be told through writing, but words are less capable of capturing attention and they leave a lot of room for imagination. When using storytelling as a marketing tool, brands don’t want the audience to fill in the blanks. Brands want to convey a specific message and elicit a specific emotion in their audience, which they are more capable of doing with visuals than words alone. An image alone can tell a story, but again many blanks are left unfilled. Videos give brands the most control in communicating their story to the audience, making them more effective.
The memorability, induced empathy, music, and storytelling of a video can make an audience feel connected to a brand. This increases the chance of audience members taking action to support the brand. To remain competitive in the ever-evolving digital landscape, businesses should not only recognize the power of video marketing but also incorporate it into their overall marketing strategy.