The effect of visual imagery on the human brain is frequently under research and rigorous testing, with one test conducted by Peter Winkielman of the University of California concluding that emotionally charged images carry more power than words (Bennett, 2018).
Despite not currently having a concrete explanation for why this is, Winkielman hypothesises that humans engage with pictures differently than with words, due to ‘ambiguity and need for greater analysis’ (Bennett).
So, with this in mind, what does this mean for human engagement with videos?
Tyler Lessard, the VP of Marketing at Vidyard summarises the 4 Es of Great Video Content (Simon, 2021), beginning with Engaging:
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- Lessard said our brains are programmed to naturally engage in storytelling, with humans logically drawn to a good story. So, if a visual story is strong, its reception will be just as strong, or stronger.
- Emotional: The emotional consequences which can be triggered from video are stimulated through a visual technique which can’t be stimulated from words. With a more personal impact caused by watching a video, there’s greater opportunity to connect with the audience on a greater emotional level.
- Educational: With the human brain being able to process visual information quicker than written text – releasing information through visual means it’s easier to remember. According to Forrester Research, employees are 75% more likely to watch a video instead of reading emails, documents or articles. Therefore, the ultimate way to dodge delays and maximise communication is through video.
- Empathetic: The authenticity which can be achieved by using a human face/real people talking about relevant information and problems can be substantial. Therefore, by creating empathy with who’s watching, it can be a key tool in building trust.
When it comes to realising the utility of video for business and marketing, it’s clear that it’s the frontrunner of techniques in increasing brand growth, reach and recognition. Walker-Ford reveals that video contributes to an increase in brand awareness by 70%, whilst 85% of consumers say videos help them connect with brands more effectively (Walker-Ford, 2020).
What about Socal Media?
Not only is it important to realise the significance of video in assisting in marketing and business outcomes, but also the platforms and touchpoints where these videos can be posted, accessed and viewed. Studies show 71% of businesses post videos on social media (Facebook, Instagram and Twitter), 63% post via YouTube, 50% on their websites and 11% on Vimeo (Walker-Ford). Therefore, when brands and businesses go about creating their own visual video content, the location of where these videos will be openly released is dominated by social media platforms – with 81% of people preferring to view videos via social media over (decreasing in popularity) images, text posts, stories, quizzes and lives.
Using video can be one of the greatest and most useful tools in your business and marketing strategies if done cleverly, tactically and professionally. By creating visual content which can draw the viewer into the story, triggering the correct emotions quickly, and tapping into the shared needs and ideals of your brand with your consumers, a bridge of trust can be formed between the two.
Having a piece of video content is only half the battle though, as you need to be able to feed this visual content to the consumers via the most necessary and popular channels at hand. If all this is done right, the brand will achieve the highly sought-after consequences of growth, awareness and success.
If you want to know more about how Posh Cockney Productions can help you create bespoke, eye-catching content that will wow your consumers, get in contact with us today.
