Using Psychology to Make Your Videos More Effective
In today's fast-paced world, we are constantly bombarded with decisions, big and small. From choosing what to eat for breakfast to deciding on significant investments, the sheer volume of choices can be overwhelming. Rather than carefully analyzing every option, our brains often rely on heuristics—mental shortcuts that help us make quick decisions. These shortcuts are rooted in primitive emotions and instinctual responses, which can sometimes override logical thinking.
Understanding these psychological principles can significantly enhance the effectiveness of your marketing strategies. By tapping into the way people naturally think and behave, you can create more engaging and persuasive content. In this blog post, we'll explore several key psychological tactics and provide real examples that you can use in your videos.
1. Reciprocity
Principle: When you give someone something for free, they often feel a need to reciprocate. This not only helps potential clients and show’s that you are knowledgeable in your field, but it also creates a sense of obligation, encouraging them to engage with your services.
Example: Make “value content” part of your regular post scheduling, and if the ROI makes sense given your business structure, take the time to send custom made videos directly to clients.
Nobody want’s to be sold to - 21st century humans have been bombarded with ads and product plugs since we first saw a television or heard a radio. I think I can speak to my readers in general when I say we are sick of it. This is why Elon Musk has more followers on twitter than Tesla; Elon provides value on his personal page, while Tesla tries to sell you cars. By stepping away from only making posts that show off your product or service, and towards posts that provide genuine value, you not only become instantly more appealing, but people that you help get the subconscious notion that they should return the favor and utilize your product or service. To take it a step further - sending custom videos where you directly address customers is more time intensive and thoughtful than a basic email and people on the receiving end know this, whether consciously or subconsciously. Thus, the magnitude of the “favor” translates to the magnitude of reciprocity.
2. Social Proof
Principle: People tend to follow the actions of others, especially those who are similar to them. This heard mentality is engrained in the very essence of who we are.
Example: Label a product as the "most popular choice" in a video or showcase testimonials from relatable clients. This taps into mirror neurons, helping potential buyers visualize making the purchase decision and making it seem more attainable. A great real world example of this can be seen in Visa ads where they show people of all walks of life taping their credit cards. with a smile
3. Authority
Principle: People trust and follow the guidance of credible experts.
Example: For a financial advisor, this might mean highlighting credentials and certifications visually in the background of a video. If you are a restaurant, this might mean hiring a well known food blogger to star in a video talking about your food rather than doing it yourself. Authority can also be bolstered by using certain lighting and camera techniques to make your subject look “larger than life” such as upstage lighting, camera angles below eye level, and dolly-in shots frequently seen in Hollywood.
4. Reputation Cues
Principle: High-quality media acts as a cue for trustworthiness and reliability. This is the same reason that you go to an established location to eat rather than a rusty van by the river. The established location signals that the establishment stands to lose more by breaking their customer’s trust, and that they care about their experience. Given that people often rely on heuristics to make decisions, reputation cues can play a pivotal role in influencing consumer’s choices.
Example: Invest in high-quality videography and photography. People make judgments based on superficial cues, and polished media signals that your brand is established and trustworthy, just like choosing an established restaurant over a suspicious-looking van.
5. Consistency
Principle: People like others to appear consistent and predictable in their behavior. : Consistency reduces cognitive load and makes it easier for people to process information. When things are consistent, they become familiar, and our brains don't have to work as hard to understand them. Consistency thus makes it easier for your audience to understand who you are and what you do, and leads to less people clicking away from your posts due to having to process too much information to conceptualize them. An added benefit is that being consistent makes it easier for people to identify and remember your brand, keeping it at the forefront of their mind.
Example: A brand that maintains consistent colors, fonts, and messaging across all marketing materials and videos is easier for customers to understand, recognize, and remember. A profession service such as Sun Reel who understands this will go the extra step when planning and creating videos to ensure consistent branding and messaging.
6. Liking
Principle: People are more likely to be persuaded by those they like.
Example: Build rapport with your audience by sharing personal stories and showing genuine interest in their needs. This creates a relatable and friendly image. People can’t like you if they don’t know who you are! However, the opposite is also true - people can’t dislike you if they don’t know who you are, and this fear of being disliked often leads to businesses holding back their personality at all cost in favor of being “normal.” But to be “normal” is to be average, and who wat’s to run an average business? Personal branding is on the rise, and might be a good fit for your business.
7. Loss Aversion
Principle: People prefer to avoid losses rather than acquire equivalent gains.
Example: Emphasize the risks of not using your services. For instance, show the potential consequences of not having a financial plan, like outliving savings or facing financial hardships.
8. Anchoring
Principle: The first piece of information received sets the tone for subsequent judgments. First impressions matter a whole lot!
Example: Start your video or presentation with a striking statistic or statement, like "80% of Americans are not on track to meet their retirement goals." This anchors your audience's attention and underscores the importance of your services while also evoking loss aversion.
9. Storytelling
Principle: Stories are more engaging and memorable than plain facts. Stories were likely one of the first ways that human’s conveyed information to each other, and thus, our brains are hard-wired to understand things through a sequence of actions and consequences. I bet if you think of a given high school teacher, you can remember a story they told, but can you remember a direct fact that they taught you?
Example: Share compelling stories about clients who overcame a challenges and achieved success with your help. Or, if your business doesn’t have such a straightforward example, work with a service like ours who knows how to apply film-level story telling theory to craft a video for your business.
10. Personalization
Principle: Tailored messages resonate more with individuals.
Example: Create personalized content that addresses specific concerns and goals of your audience. Personalized video messages can make clients feel valued and understood.
