Before I start, I’d like to give you a simple task. Think of the word “advertisement.” There’s a high probability that you would have thought of that ad when your fingers hovered over the skip button or maybe that ad with the annoying and catchy jingle you can’t seem to get out of your head.
Whether you’re thinking of your favorite ones or not, have you ever wondered why our minds are only thinking of video ads?
The general definition of an “advertisement” is “a public communication that promotes a product, service, brand or event.” So why do we think of videos specifically when the definition ranges from pop-ups to print?
The Psychology Behind Video Marketing
The answers lie in the magic of psychology and how our brains are influenced to make certain decisions. The revolution of video marketing has changed consumer behavior and companies are maximizing this opportunity to the fullest!
Don’t worry, this won’t be an article that brings up Sigmund Freud and a Psychology 101 session but instead, takes you through the captivating process of how video marketing uses psychology to grab consumers’ attention.
The Power of Video: By the Numbers
Video marketing has been evolving rapidly with time and if you’re one for facts, a study conducted by Wyzowl research has shown that 92% of video marketers reported that video gives them a positive ROI and another study shows that as many as 91% of consumers want to see more online video content from brands.
Apart from these hard facts, let’s look into why video marketing works for businesses.
Building Personal Connections at Scale
As social consumers, people naturally gravitate towards brands that strive to develop a personal connection with them. Now, it’s not humanly possible for companies to text or call every potential consumer to sell their products.
That’s where video marketing comes in! The creation and distribution of this tailored content to audiences everywhere bridge the gap between big companies and the average customer.
That being said, it’s not like any video can attract people to your company. Video marketing strategies must incorporate certain psychological aspects to connect with the audience and make the most of their efforts.
Say you’re an xyz company that’s looking to increase its reach and develop its video marketing strategy. Don’t you worry dear reader, here are a few ways we can understand what attracts customers to say, “Take my money!” after watching the right video.
Stories That Drive Sales
Some of the greatest advertisements ever made have one thing in common, they’re all trying to sell stories rather than their products/services. This elicits an emotional response from the viewers as they see the humanistic side of the brand.
Nike: Find Your Greatness
Nike’s ‘Find your greatness’ campaign serves as a perfect example of this. This one-minute ad of pure excellence is empowering, realistic and inspiring.
Though it carries a simple message that greatness must come from within, it evokes a sense of self-belief from the viewers. What is even more fascinating is how far off it is from the usual athletic imagery a sports brand would have.
It marks the simplicity of a chubby boy jogging towards the camera, giving the best he has on his journey to find his greatness.
What Makes Nike Stand Out From This Ad?
They wonderfully portray how their company is not just for the stereotypical niches that have been created for athletes or sports enthusiasts but for anyone who is on their journey to greatness.
Actions Strikethrough Videos Speak Louder Than Words
I think a lot of us can agree with the fact that our brain processes information better when it is in video format rather than text.
Boosting Brand Recall
Quick! You see a video with the colors of red and yellow all around. Did you think of McDonald’s? If you did, well that’s precisely what companies aim to do when they use effective branding strategies through their videos.
Building Brand Associations
Building brand associations takes a long time to build but video ads make this process easier by exposing you to the same taglines, colors, and campaigns so that you never miss it.
The Role of Color Psychology
Color psychology is also an important factor that video marketers consider as many studies show that specific colors expose you to varied emotions that influence decision-making.
Music and Sound Design
Even the music you use plays a huge role in how people perceive the ad. It naturally increases our dopamine levels and has an impact even after we finish watching.
Creating a Sense of Belonging
When a video consists of all these components with similar branding, it creates a sense of belonging and triggers the viewer’s response towards it. Brand mascots are also an effective way of doing this.
When we see the logo of Colonel Sanders anywhere, we immediately know which brand he belongs to!
One Video, Diverse Forms
To be the “it” video you need to be able to capture the viewer’s attention before they can press “skip.” Though video marketing may be an effective source of communication, it comes with a non-negotiable time contract from the viewers.
So, you need to leverage the powerful tool that video marketing is to engage the viewer as effectively as possible. This can be done by spiking curiosity, using engaging visuals, witty scripts or celebrity endorsements.
The Celebrity Endorsement Effect
When you see your favorite celebrity endorsing a product, you feel a sense of credibility which also enhances the attractiveness of the product.
According to a study published in The Journal of Advertising, products that aim to enhance attractiveness are well-suited for celebrity endorsements.
The study suggests that when celebrities with attractive qualities promote such products, like a perfume endorsed by Jennifer Aniston, it tends to generate positive outcomes.
On the other hand, if a less attractive celebrity endorses a similar product, it may not yield the same level of success. Apart from this, a video with good visuals makes a huge impact on how alluring it is.
The Power of Animated Explainer Videos
Animated explainer videos have dominated in this field where they use visuals which have a personality of their own. The way information is presented in a comprehensive and attractive format is extremely unique.
Animation is always intriguing as it not only elicits an emotional response but also simply conveys complex ideas.
Examples of an explainer Video is here:
Viable – SaaS Explainer Video | Isometric UI Animation
The Video Marketing Revolution
The video marketing revolution is here to birth ideas to life in the most magical ways possible. Brands everywhere are striving to create the next “viral” video and capture everyone’s attention.
By understanding the psychological principles behind effective video marketing – from storytelling and color psychology to sound design and celebrity endorsements – businesses can create content that truly resonates with their audience and drives results.
So the next time you’re enthralled by a video, you’ll know exactly why.
Author Bio: Mayank is a digital marketer with 7+ years of experience in SEO and performance marketing. Currently working with What a Story, a leading explainer video company, he enjoys solving marketing challenges and writing about growth and digital trends. In his free time, he loves watching cricket and listening to Punjabi music.
