By Andrew Angus on July 17, 2012

Image from: http://www.sott.net/signs/list_by_category/20-The-Science-of-the-Spirit?page=19

There’s no formula for video marketing success, but there are six principles that have led our team to high converting video after high converting video. The root of it all? A little something we like to call brain science, which we cover thoroughly in our 60 Seconds eBook.


Brain science is the psychology of the elements of the perfect video. It’s about understanding how the brain processes videos and using those secrets to produce amazing results for our clients.

Interested in finding out how the brain science behind videos can turn your landing page into a powerful marketing tool? Here are the six principles we live by here at Switch Video.

1. Appeal to Visual Learners

The idea of a demo or explainer video is to teach potential customers about your brand or product, right? Well, it only makes sense to teach in the way that the majority likes to be taught – visually. Approximately 65% of the population learns visually. By visually explaining your brand and literally showing potential customers what you can do for them, you’ll increase conversions.

2. Respect the Working Memory

Always remember that working memory is limited. Throwing too much information or information that’s too complicated at potential customers won’t work. Simple messages, simple visuals, and simple audio allow them to retain and recall the information better in the future. By the way, studies have shown that the brain retains 68% more information when both visual and auditory senses are stimulated.

3. Become a Metaphor Expert

Metaphor is, of course, a literary device that allows you to compare two seemingly unrelated things. For example, “Time is a thief.” Time is not literally a thief, though a thief is something everyone is familiar with. Since we know what a thief is, we can learn something about what time is by comparison. Metaphor is a simple way to teach potential customers about your new or innovative idea. Relate something that’s unfamiliar with something everyday.

4. Perfect the Art of Storytelling

Robert McKee, a legend in the screenwriting industry, is known for declaring that storytelling trumps statistics. Why? He claims that statistics are detached, unrelatable and only a small part of a bigger picture. A story, on the other hand, is personal and highly relatable. Telling a story with characters your potential customers connect with is the key to gaining emotional investment. They’ll see themselves in your story. More importantly, they’ll see themselves in your brand.

5. Understand Colour Psychology

There’s a lot of talk about colour psychology as it applies to landing pages. Well, the same principles apply to videos as well. Certain colours trigger certain thoughts and feelings. For example, blue can increase calmness, decrease appetite and increase productivity. Red can elicit feelings of excitement, intensity, anger and love. Knowing how the colours you choose for your video will impact your potential customers can be the difference between total success and absolute failure.

6. Appeal to the Masses

Viral videos are taking over and brands want to know how they can use videos to reach such a wide audience too. Despite popular belief, there are no hard and fast rules to ensure your video goes viral. Brain science tells us, however, that people like to share what they find funny, inspiring or amazing. If your video can make your potential customers laugh, motivate them to achieve more or leave them awestruck, they will share your video with friends. As the cycle progresses, you’ll achieve viral status.

After years of success developing videos for companies like Microsoft, Pearson and TD Canada Trust, we’ve crafted these six brain science principles. And they’ve never let us down! To learn more about harnessing the power of brain science, check out our 60 Seconds eBook or our blog.

 

Want to know how video can help you?

Comments are closed.