5 Scientific Reasons Videos Lead to Successful Marketing
There’s actual science behind our attraction to moving pictures accompanied by voices or other audio, so it’s no accident that more than half of the world’s population watches videos every day. Here are five scientific reasons videos lead to successful marketing campaigns.
1. Action and Movement Boost Attention Spans
Complicated processes, procedures and demonstrations are all great topics for video, and while other forms of content can describe these things, only a video can show them. Humans are drawn to action and movement, and providing visuals and imagery gives the brain a break from reading information. In fact, people who watch a video retain 95 percent more of a message compared to just 10 percent when reading text.
2. Video Expresses Emotion
Storytelling is essential for engaging your audience and promoting your brand, and videos are one of the best ways to tell your story with emotion. Not only is video effective for displaying emotion, but also evoking emotion, which serves as a package deal in communication. No other channel can appeal to the emotions like videos do. The story you tell gives your target audience a reason to care and connect with your brand.
3. Video Conveys Through Visual Appeal
They say a picture is worth 1,000 words, but it’s estimated that one minute of video is worth 1.8 million words. If you even have the time to write that many words, it’s highly unlikely that your target audience will take the time to read it. If your message takes a large chunk of words to get the point across, then there’s no question that video is the way to go.
4. Sound Gives Life to the Imagery
As mentioned, there’s no denying that the visual aspect of video plays a huge role for brands trying to capture their target audience attention. But video wouldn’t be complete without the audio component. The combination of audio and visual aspects in a video is so powerful because imagery that was originally just a photo can create a mood and establish a sense of place with the help of a voice, music or other audio.
5. Video Creates Community
Our history reveals that humans have done great things, like build cities, travel across oceans and go to space, but it’s never been just one person making these incredible strides. We’re drawn to communities, to be a part of something, and video makes us part of a community of viewers. When you hear about a viral video, don’t you feel left out until you actually see it? Video makes us a part of a community of viewers, part of the 500 million on Facebook that watch videos every single day or the 1.57 billion YouTube users each month.
The science behind human attraction to video has only begun to change the marketing game for companies. Taking the time to understand the principles that make up video is what truly allows brands to rise above the rest and really hook their target audience.
Steve Day is the founder and CEO of ideaMACHINE Studio, an award-winning Brooklyn-based video production studio. The company has produced thousands of marketing, advertising, and training videos for 600-plus clients, including AETNA, ESPN, Intel, Trader Joe's and more. Since opening in 2010, IdeaMACHINE has won industry awards year after year, and has animated for numerous Fortune 500 companies.