By Bryan Bolan
There is an old saying: “a picture is worth 1,000 words.”
Well then, it would stand to draw the conclusion: if a picture is worth a 1,000 words, than an online a video is worth 30 pictures a second.
If you haven’t noticed the increasing frequency of video production used for content marketing and other general promotions, then here’s an eye opener for you. Webinars, price quotes, surveys, demos, free trials, and even e-books are great as a part of your marketing strategy, but without a plan for video marketing, all of the above won’t bring you the results you desire. A recent study done by Forbes Magazine shows 90% of marketing respondents prefer to incorporate video marketing to all of the mentioned methods above.
But, Why is Video Marketing so Effective?
Susan Weinschenk, Ph.D (a.k.a “The Brain Lady”), a speaker, author, and consultant for brands like Amazon, Disney, and Walmart, has uncovered why video marketing is a must have, in any marketing strategy. The reasons are simple: we, as humans, are programmed to respond to humans.
Below are the psychological reasons, why we are drawn to video and why it is so effective.
#1: The Fusiform Facial area makes us pay attention to faces – This is a brain function which programs us to use what we see in other human faces to interpret information and decide how believable something may be. So, viewing a speaking face, opposed to watching text scroll by, actually grabs our attention because we are programmed that way!
#2: Voice conveys rich information – Not only does the added stimulus of a voice keep our attention, it also serves as a way to deliver a message and transform meaningless text into living, breathing content.
#3: Emotions are contagious – Posting a message in a video also brings along the added advantage of spreading the excitement. We pick up on body language and emotion through video that we may miss when reading text.
#4: Movement grabs attention – Movement keeps our attention and keeps us engaged in whatever is happening. Movement can also convey emotion and prompt viewers to get excited and stay stimulated throughout the video.
So there is a science being all this video madness. Isn’t it great! Yet more proof the power of video can transform the way you communicate to your customers and stakeholders.