With the average consumer attention span just eight seconds, it’s important your video takes account of the psychology behind making a great video.
What do we mean by this? Well, it’s about capitalising on those first eight seconds and holding that attention; instantly hooking your viewers by appealing to their emotional drivers.
A well-planned and creative video can instantly grab the attention of the target audience. That’s why companies, big and small, are now relying on these emotions to increase web visitor conversions and social sharing.
Recent research by a leading brand expert at Harvard, reveals 95% of purchases are made with the subconscious mind, tapping into deep-rooted emotions.
Don’t worry, we’re not about to discuss psychology theories, but we are going to touch on why emotion is so important and how you should define your call-to-action.
We love a good study here at SGA, as we’re all about understanding the mind of the consumer! Take the recent research by Gallup. The team found that those businesses that use emotional connections in their marketing outperform their competitors by an average of 85% in overall sales growth. Now, that’s impressive!
Emotions always sell better than facts because they touch the viewer at an instinctive subconscious level. Whether you’re launching a new product or engaging employees, people tend to remember how they felt when watching your video rather than all the facts. So, if you can softly engage their emotions, you’ll be well on your way to effective promotional video marketing.
Whilst scripts are important, you shouldn’t obsess over them. Too much detail and you’ll overload the viewer. Instead, focus on the feeling you want to achieve. Perfect your video headlines, graphics and interactive elements with clear descriptions and strong opening and closing shots.
The narration should be simple, but emotionally relatable.
For businesses, the desired action for value proposition videos, customer testimonials, and employee recruitment videos is social proof.
The principle of social proof is not a new one, but it’s something that often gets forgotten about with video. So, what does it mean? Well, it’s when the viewer follows actions of brands they admire or trust by liking, sharing, following or commenting.
On blogs and articles, social sharing and follow buttons are key to encouraging individuals to influence their network. A display of an accurate number of shares, comments and views may cause site visitors to act, enhancing sales and engagement.
The best way to achieve this is to tell a simple touching story with subtle call-to-action.
Your call-to-action should be decided by what you want your viewer to feel and do.
When it comes to video creation, one of the first things we talk about is purpose. It implies what we want the viewer to do.
At the beginning of each video brief, you must ask:
So, every video you commission should meet two guiding principles. It should:
Videos are useful for producing emotional cues - even more so than photos. A recent study by Databox shows that 52% of marketers leverage video more than photos for emotional engagement.
Whether motivating employees or promoting products and services, video marketers should tell stories that are comprehensive and appeal to a broad range of senses.
There are many emotional opportunities a video producer can explore to evoke action. Some of the most powerful ones include:
As well as structure and content, you can create these emotions by choosing your location wisely, using suitable background music and introducing contrasts (more on this in an upcoming blog). A reputable video production company will, of course, take care of all of this. They’ll know exactly how to adjust the elements of the video to fit your customer’s emotional needs and desires.
They are good at working around issues, and attention to detail – getting under the skin and thinking of everything.
They listen to our needs and tailor their service to us making it a very personal experience. Nothing has been too much trouble as they prove very flexible in all situations to find the right solution for us.