Nowadays, most marketers obsess over how they can amplify their content’s reach as much as possible. More views means more leads and customers, right? While this convention can be true, it’ll only pan out if you optimize your videos for humans before you optimize them for algorithms.
Resonance is the most important determinant of whether your audience will take action, and your video’s creative is the most important determinant of whether your video will resonate with your audience. So even if your video reaches a million people, if it doesn’t resonate with them, it won’t persuade anyone to take your preferred action, let alone remember your brand.
With this insight in mind, let’s go over six fundamental video marketing tips that’ll help you craft videos that resonate with as many people as they reach.
But what actually hooks people? What we’ve discovered at HubSpot is that an effective video hook visually engages viewers and previews the video’s core message. Creating these types of hooks can simultaneously grab your viewers’ attention and generate interest in the rest of the video.
In fact, when someone tells you a story, they can plant their personal experiences and ideas directly into your mind, so you start to feel what they feel. For instance, if someone describes eating a plate of lobster mac and cheese, your sensory cortex lights up. If someone recounts scoring their first touchdown, your motor cortex enlivens.
In other words, powerful stories evoke empathy because they activate parts of the brain that’d operate if you actually experienced the stories’ events. And by using their own memories to recreate your story’s sensory details, your audience can turn your video’s events into their own ideas and experience.
In their book, Made to Stick, brothers Chip and Dan Heath taught readers a model for making ideas “sticky”, or, in other words, making ideas digestible, memorable, and compelling.
By analyzing countless amounts of “sticky” ideas, like JFK’s “Man on the Moon” speech and even some conspiracy theories, the Heath Brothers noticed that a “sticky” idea usually follows six principles:
Simple: its core message must be easy to grasp.
Unexpected: it should break cliche and evoke enough curiosity to grab someone’s attention and hold it.
Concrete: it should be vividly painted in people’s minds.
Credible: it should be supported by evidence.
Emotional: it should have a purpose and relate to people.
Story-driven: it should tell a story that inspires people to act.
The Heath Brothers recommend following as many of their "Made to Stick" principles as possible when devising your idea, so check out this blog post about The Psychology Behind Marketing Viral Videos to learn how five brands followed most of these principles with one of their videos and succeeded in capturing viral attention.
5. Rely on visuals.
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 and why your visual system activates over 50% of your brain. Watching something has always been the best way to learn.
Visual storytelling helps people grasp concepts and data easily, so consider complementing your video’s text and narration with dynamic graphics, popular movie and TV scenes, and footage of real people. If you do this, your viewers can listen to the information and watch a visual representation of it, helping them form a concrete understanding of your video’s core idea.
6. Add appropriate soundtracks to your videos.
Choosing the right soundtrack can be the difference between a video that grips your audience from start to finish and one that they can barely get halfway through.
Play a fitting soundtrack or jingle in your video, and you can grab your audience’s attention and evoke the specific emotions and feelings you want them to associate with your brand. Neglect the musical aspect of your video, and people might actually think less of your brand.
In a 1994 study that tested music’s effect on brand attitudes, half the participants watched an apple juice commercial with music while the other half watched it without music. 23% of participants who saw the apple juice commercial with music reported that one of the beverage’s benefits was “drinking a natural drink”. But out of the participants who watched the commercial without music, only 4% reported the same belief about the apple juice brand.
Music can make your videos much more captivating, impactful, and, in turn, convincing. So whether you’re creating fun social media videos, persuasive product videos, or even serious training videos, you must remember that music can separate your video from the rest of the pack.
Resonance is arguably more important than reach.
For most marketers today, reach is the metric they want to see growing on a consistent basis. But without strong emotional resonance, having a wide reach doesn’t really matter. So before you start optimizing your videos for algorithms, remember to optimize them for humans first and craft the most compelling content you possibly can.
Originally published Apr 17, 2019 9:21:30 AM, updated April 18 2019