Media Production Meets Psychology
Why People Watch Videos
Video has become one of the most impactful methods to speak to your target market. They say that video killed the radio star. Research shows that it is also killing the print star. Now, here’s why:
The brain can process videos 60,000 times faster than print or text. Humans are hardwired to flee from cognitive strain and, like water, will choose the path of least resistance. If the choice exists between reading a 3,000-word article or watching an information equivalent video, the tendency will always lean toward the method that is easier to process.
Reading an article and watching a video employees two very different brain processes. When you read, it’s much more than just reading words on paper or a computer screen. You actually form pictures in your mind and create, a kind of, screen play. In short-reading causes you to think.
A different part of the brain is more active when we watch videos. We become immersed in what we see in videos, and we create an emotional connection with what’s on the screen. We don’t have to create the pictures in our head, they’re already displayed for us, so our energy is shifted from thinking (reading) to feeling (videos). Videos are seductive and emotional all happening in the sub conscience.
Ever hear of something called mirror-neuron mechanism? Emotions are triggered by reactions. If you eat an ice cream cone, certain neurons in your brain will fire, giving you pleasure. The flavor is your favorite. The cold liquid cools your throat. The cream coats your esophagus and soothes your stomach. The experience is pleasing and your brain reacts in a certain manner, but there’s more to the fact.
If you “watch” someone eat an ice-cream cone, your brain’s neurons will fire/react as if you are actually eating the ice cream yourself. Your brain doesn’t know the difference between you eating the ice cream or you watching someone eating ice cream. This doesn’t happen when you read, but only when you see.
There is little debate for the fact that using video is the number one solution for moving prospects from rational to emotional. People always buy emotionally and never rationally. Video bridges the gap of being unaware about a product or service, through the progression of marketing stages: brand awareness, consideration and advocacy to conversion.
We Know Your Problems
We know some of the obstacles that you have faced or may be currently facing. We know this because we take very seriously, not only the continual study of our craft, but also the continual study of the emotional brain and its reactions to the stimuli received from marketing messages and mediums. Here are your problems:
• Prospects want your story
People connect with stories. We all love a good story. How many books have your read or movies have you seen in the past three months? Even you love good stories. Just like you, your target market is begging to hear your story. This is where most marketing fails. Marketing departments are more worried about pleasing the suits in the office than the people buying the product, which may save your job today but if that product isn't moving, you may be.
• People are busy
People have less time and more to do than ever before, especially in the corporate world. This is also true of your target markets. How much time do you have to research products or services that you need? Be mindful of your customer’s time. No one has time for extra-long videos. Keep video lengths short and tell your story effectively. Here's a quick fact: a goldfish has more attention span that human beings today.
• One message at a time
The human brain can only focus on one thing at time. A 2010 study at the Ghent University in Belgium found that “Switching to a new task results in a slower and more error prone execution of the task”.
Many marketers try to force multiple messages into one video and the viewer gets information overload. The result is almost always an abandoned video, long before reaching the end. Good video productions aren’t cheap, so you want to get the benefit of your bargain. Always focus on one piece of information for each video.
• Guide me
Human beings want to be told what’s expected of them – Call to Action. Perceptual Set Theory is an important aspect of the human mind’s expectation to the call to action. In short, it means that the mind considers things by using a three different processes:
- Selecting: As we have said before, the brain can only concentrate on one thing at a time. The same is true for sensory input.
- Inferring: Our present experiences trigger similar past experiences
- Interpreting: The mind combines the selected sensory input with the current experience and compares it with similar past experiences. The mind then forms an interpretation of the experience.
You have visited many websites and seen millions of different pages (visual sensory input). During those website visits (past experiences), you noticed that the website asked you to do something (call to action). When visiting a new site, you expect to see that same call to action.
Always include, not only a call to action in each of your videos, but include the right call to action. The video should never be expected to sell your product or service, but to spark an interest in your production or service. The video’s call to action should be a directive to progress in the natural flow of the sales funnel.
Why We are Your Solution
• We Amplify Your Stories
Your brand is NOT your logo, your jingle, or your website. Yes, they all influence your brand, but how the public interprets your story is your brand. Let me explain.
Companies have slogans; very ambiguous slogans. Slogans prime the brain (or guide them) to invoke certain thoughts that direct the masses to seek out more information. Priming is one of the most used marketing techniques used today. Let’s try something.
Can you identify this slogan? _____had a dream. If you guessed Disney, you’re correct. Think about how you “felt” when you read the slogan. The word dream invokes other word-thoughts such as fantasy, free, happiness, make-believe, illusory, etc. Disney’s slogan is priming you for their story. The story of a man who had a “dream” and created a very successful brand.
The very understanding of just this one marketing technique makes us better storytellers. Remember, people are begging for you to tell them your story. Our two scriptwriters are published authors. No, they didn’t make New York Best-seller List, but they know how to tell stories. Through collaboration, our writers help tell your story in a way that is both informative and psychologically created.
• We Know People
Do you know who you are? I mean, do you really know who you are? Do you know why you react the way that you do? Is your desk neat or messy? Do you have picture of your family in your office, or achievements on display? Do you like details or are you a big-picture person. We could spend 2 minutes with you and design a marketing video that would draw you in and keep you there, and we'll show you how.
Many personality systems are available today, which can help pin-point your personality type. Some are very basic, and some are very complex. Our staff are students of the DISC profile personality style. This psychological system is one of the basic ones, incorporating four quadrants of styles – Dominant, Influencer, Supportive, and Cautious.
Each video that we produce must relate to each one of these personality styles, not in equal amounts but based on demographics, each quadrant must be addressed. Remember, we all encompass each style, however we each fit better into one of these categories more so than any of the others. Let’s look at each one.
To better understand your target market, let’s give occupational examples of each of the styles. Dominate personality are your CEO’s. These people want things their way and they hate details. Influencers are the sales department. Throw a party and they folks are right in the middle. Those supportive types are your nurses and HR departments. They don’t want the spotlight, but they’ll be happy to turn it on for you. The cautious types are those bean-counters and Engineers and you should always have 20 answers for each of the questions.