In an interview with Switch, Jason Thibeault, senior director at Limelight Networks told us that video is a vital part of marketing strategy because it’s so deeply engaging. He continues on the idea that videos are going to be the evolution of the way marketers tell their stories. One reason for this is that it’s better to watch emotion than to read about it.
“We love video, because it grabs our attention so well, and it enables us to engage so well, since we’re wired for motion,” Thibeault said.
There’s a reason film and video are such popular ways to share emotional content; it’s because the human brain is actually drawn to them, as Thibeault suggested. According to Susan Weinschenk, a brain science and psychology expert, there are a number of reasons for this. For instance, emotions are contagious. If a video portrays excitement or an inspirational message, spectators are likely to feel the same way. In addition, movement grabs our attention and commands our focus.
What About Explainer Videos?
According to Thibeault, explainer videos are an awesome way to describe how a product works without using talking heads, bullet points, or other less engaging forms of visual content. You also get the chance to have fun with them. For one of its videos, LimeLight used characters and themes from Scooby Doo and wrote a cheeky script. The videos are short and fun, so viewers can learn quickly using a format they enjoy.
“I think [explainer videos] are going to become even more popular as time goes on because, again, we’re hard-wired for motion. We love to see things move. That’s why we like video so much.”
On top of being fun and engaging, these videos are also informative and educational. With video, you get a medium people are hard-wired to engage with, and at the same time, it’s an effective way to relay important information.
Watch the full interview below:
Watch the rest of our Video Expert Series.