The information that a video is a powerful tool is not new.
We see lots of studies that show us the positive effects of videos regarding promoting a brand.
Nowadays, marketers recommend using videos as much as we are told to drink a minimum of a two-liter of water a day. Also, in the past few years, some brands have transformed video from a singular marketing tactic to a complete business strategy, and that’s because:
- Boosts Conversions and Sales
- Shows Great ROI
- Builds Trust
- Engages Even the Laziest Buyers
- Encourages social shares
- Search engines love video, etc.
Although a lot of people know the effects, not everyone knows what causes them.
So, why is video so powerful?
Being NLP Master Practitioners and studying with lots of interest the human brain and behavior since 2017, we know some insides which maybe will make you have a deeper understanding on this subject. It’s all about science! Let’s talk a little bit about:
- How information enters the brain
- Human nature
- Memory
- Mirror neurons
1. How information enters the brain
In short, information enters the brain through the 5 senses: V A K O G (visual, auditory, kinesthetic, gustatory, and olfactory).
2. Human nature
By nature, human beings are first and foremost emotional creatures.
We are motivated and activated by emotions.
Emotions are the drivers of our behaviors as they automatically tell us what is important or unimportant. Even if we are rational beings too, our first response will always be emotional.
3. Memory
The first thing you should know about memory is that the more senses are involved, the more things we tend to remember over a longer time. So when it comes to passive involvement (when information is delivered to us) we tend to remember:
- 10% of what we read
- 20% of what we hear
- 30% of what we see
- 50% of what we see and hear.
Another scientific fact is that long-term memory is created through repetition or/and when an emotion is involved. So the more you repeat, the more you remember, and the stronger the emotion associated, the stronger the memory.
4. Mirror neurons
Mirror neurons are brain cells that fire both when you do something and watch someone else do the same thing. In other words, just simply observing an action on someone else can trigger the same reaction in the observer’s brain, similar and as intense as if the observer had done the same physical action.
Yes, yes! The brain doesn’t know the difference, and because of that, it releases hormones according to the state in which it is involved: dopamine, serotonin, oxytocin, adrenaline, cortisol, etc.
So, knowing a little bit about these things, you can now connect the dots and understand on a deeper level why people love to watch movies, why they are so engaged, and last but not least, why video is such a powerful tool also in promoting a brand.
When done well, video can be a powerful way for a brand to spread its message, and it works with both B2C and B2B content strategies. When not, video (as all the other marketing efforts) can be almost useless.
Creating videos that work (or creating great movies, marketing campaigns, great cars, etc.) is science above all, and requires lots of knowledge. If you want to know what should you pay attention to, we wrote about effective videos here.
There are rules.
The truth is you can’t expect any video or any strategy to be suitable for your brand. There are rules, that turn nothing into something, and as soon as you understand this, you will start paying more attention to your choices when it comes to video or all the marketing efforts.
Cheers!
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