The theory states that sensing a knowledge gap between what you know and what you want to know compels you to take action to fill it, like clicking through to a story.
We evoked curiosity in our viewers by using a simple, yet thought-provoking headline: Entrepreneurship is Back.
This title can trigger loads of questions from our audience, like “Entrepreneurship was gone?”, “What does it look like now?” and “How can I be an entrepreneur in today’s age?”, increasing the odds that they would click on our video.
By stimulating curiosity and leaving questions unanswered, we could succesfully create a gap between what the reader knows and what they want to learn.
During our video’s first three seconds, we rapidly cut between numerous Shark Tank pitches. The swift frames caught our viewers’ eye. And if they recognized the entrepreneurs, they knew exactly what the video was about.
The narrator quickly summarizes the video’s main point too. He cuts right to the chase, informing the viewer that the video covers the rise of entrepreneurship. Many of our viewers dream about starting their own business, so this quick sketch of the topic definitely piqued their interest.
3) Make It Visual
When we were babies, we relied on vision to associate objects with behaviors, like a ball meaning play time. Vision was the only way to learn about the world.
That’s why you can understand visual information in 250 milliseconds (almost two times faster than a blink of an eye) and why your visual system activates over 50% of your brain. Watching something has always been the best way to learn.
Each time our narrator expanded on a concept or some data, our viewers could listen to the information and watch a visual representation of it. This helped them form a concrete understanding of the video’s central idea.
4) Tell a Story
When someone tells you a story, they can plant their personal experiences and ideas directly into your mind. You start to feel what they feel.
By using our memories to recreate the story’s sensory details, we turn its events into our own idea and experience.
Our video told a story about entrepreneurship. More specifically, entrepreneurship’s history, its economic benefits, and the reasons for its recent rocky past, current resurgence, and hopeful future.
By weaving these facts into a narrative, our viewers could place themselves into the modern entrepreneur’s mind. This allowed them to relate to the lack of fulfillment the “work to live” mentality provides and the impact their potential entrepreneurial pursuits could have on themselves and the world.
By highlighting the digital age’s low market entry costs, a diminished need for investors, and the ability to efficiently build unprecedented amounts of brand engagement through social media, our video inspired entrepreneurs everywhere to keep pursuing their dreams. Their futures have never looked brighter.
6) Make it Credible
Trust is pivotal in the inbound marketing world. If our viewers didn’t trust us, they would never consume our video content. And just because we stamped the HubSpot brand on the video doesn’t automatically validate its points.
That’s why we featured clips of Jack Delosa, Founder and CEO of The Entourage, backing up our points about finding a problem before you provide a solution, the purpose behind starting a business, and the power of social media.
He’s an established entrepreneur and an outside source, so his backing helps bolster our video’s credibility and, in turn, our audience’s trust in our content.
On Facebook, video isn’t king. Engaging video is king. And to create gripping videos, you need to be able to understand and predict human preference and behavior.
Nowadays, psychology isn't just a college prerequisite. It's the core of marketing.
Originally published Aug 4, 2017 6:00:00 AM, updated March 25 2019