Video Memorable: How to Create Unforgettable Videos

Video Dominates the Business Landscape

With video content dominating the digital landscape, creating a video that stands out and stays in the minds of viewers is vital. Whether the goal is to market a product, educate an audience, or entertain, videos that are memorable have a better chance of achieving their purpose. But what exactly makes a video stick with viewers long after they’ve watched it? Research and industry insights reveal several critical factors.

Emotional engagement is perhaps the most significant factor in making a video memorable. Videos that evoke strong emotions, such as joy, sadness, surprise, or even nostalgia, create a deeper connection with viewers. This emotional impact makes the content not only enjoyable but also personally meaningful, which increases the likelihood of recall. Shekhar et al. (2017) emphasize that emotional resonance plays a crucial role in video memorability, noting that moments that strike an emotional chord are often the ones viewers remember most vividly.

Story is King

Relatable storytelling is another key driver of memorability. Humans are hardwired to respond to stories. A video that tells a clear, compelling narrative—complete with relatable characters, conflict, and resolution—engages viewers on a fundamental level. For instance, a story about overcoming challenges or achieving a goal resonates with audiences because it mirrors real-life experiences. According to Think with Google (2021), 92% of viewers say they are more likely to remember a video that tells a story they can relate to. Stories simplify complex ideas, making them easier to understand and recall.

Unique visual and audio elements also play a significant role in ensuring a video stands out. Eye-catching visuals, such as bold colors, dramatic camera angles, or creative animations, capture attention and make content more engaging. At the same time, sound plays a powerful role in creating a memorable experience. A catchy jingle, emotional background music, or distinctive sound effects can enhance the viewer’s connection to the content. HubSpot (2022) found that videos with striking visuals and memorable audio cues saw a 34% increase in brand recall compared to generic content.

Short Video Length

Concise and focused content is another hallmark of a memorable video. With modern audiences having shorter attention spans, videos that get straight to the point and deliver a clear message are more likely to be retained. Research by Wistia (2022) reveals that videos under two minutes long perform better in terms of viewer engagement and recall. This is because shorter videos are easier to consume, especially when they avoid overwhelming viewers with excessive information or complex messaging.

Interactivity is a growing trend in video production that significantly enhances memorability. Interactive videos engage viewers by allowing them to participate actively, whether through clickable elements, decision-making prompts, or personalized features. For example, a video that allows viewers to choose their own path in a story or click on hotspots to learn more about a product keeps them engaged and focused. Vidyard (2021) highlights that interactive videos improve recall by up to 50% compared to traditional, linear videos. This active engagement helps solidify the viewer’s connection to the content.

Incorporate Brand Vision

Repetition and reinforcement are crucial for embedding a message in viewers’ minds. Videos that consistently use specific branding elements, such as a company logo, a tagline, or recurring visual motifs, enhance recognition and recall. For example, a commercial that repeats a memorable slogan or animation across multiple campaigns ensures the audience associates that element with the brand. Nielsen (2020) found that ads with consistent branding and repeated visual elements had 47% higher recall rates than those without.

Context and relevance also play a role in making videos memorable. A video that aligns with the viewer’s current needs, preferences, or interests is more likely to resonate and leave an impression. For instance, a tutorial video that solves a problem the viewer is actively facing or an advertisement that addresses current cultural trends can capture attention and enhance recall. Content relevance makes the viewer feel the video was created specifically for them, increasing its personal impact.

Export for Multiple Screens

Timing and platform also matter. Videos tailored for specific platforms—such as Instagram Reels, YouTube, or LinkedIn—are more likely to be memorable because they align with the user experience on that platform. For example, snappy, visually striking content works well for Instagram, while in-depth, educational videos resonate better on YouTube.

Creating memorable videos requires a strategic combination of emotional engagement, compelling storytelling, distinctive sensory elements, interactivity, and relevance. By understanding what makes content stick with viewers, creators and businesses can design videos that achieve not only short-term engagement but also long-term impact.