The Psychology Behind Video Marketing – How Emotions Drive Buyers?

There is no shortage of information on the Internet. In fact, the web is so saturated with fluff that it becomes difficult to find authentic information that we can actually use. This noise makes the job of the marketers even harder.

They are tightly competing for more consumer attention, and are also looking for ways to cut through the clutter to be unique. The primary thing for any marketer to know is that the new-age consumers care little about traditional marketing messages, and 98% of the users do not trust plain advertisements and promotions.

So, those who are still promoting the blowout sales deals through messages are found sceptical by the users, and such promo campaigns mostly get ignored. So, what is the best possible way to gain consumer attention now? Digital marketing experts point towards video marketing to tap into the emotions of the viewers.

Psychology of video marketing

Creative and effective videos can grab the attention of the target customers. That is why small and large companies are trying to bank on these emotions to establish a stronger bond between the potential consumers and the brands' websites. It is a fact that emotions matter more than reason and logic for 80% of the customers when they make purchase decisions.

According to a recent study run by Gallup, experts found that businesses that successfully optimise the emotional connection tend to outperform their competitors by about 26% in the gross margin and about 85% in terms of overall sales growth.

Emotions sell better as these reflect at the baseline instinctive level. People may not always be aware of why they are buying the stuff, but they always feel good about it based on their perceptions. So, if you can touch their perceptions softly and positively, results are on your way with effective video marketing.

Another study by Nielsen Holdings, one of the biggest market research firms in the world, showed that emotions play vital in driving purchases. The ads which succeeded in generating above-average electroencephalogram (EEG) readings delivered about a 23% hike in the overall sales volumes. On the other hand, ads with negative EEG scores tend to experience a 16% dip in the sales volume. For those who are unaware of it, EEG is a diagnostic technology used to assess the non-conscious brainwave activity in response to human perceptions.

It is true that these analyses were part of large-scale ad campaigns. However, the psychology of tapping into the emotions can also be applied at a smaller scale in your limited local business video marketing strategies to get more results.

Defining emotional goals

• For each video content you plan, ask yourself, "what is the action that I want customers to perform after viewing this video?"
• The immediate next question for video making is "What do I want a typical viewer to feel on seeing this video?"

So, every MakeWebVideo content you make should have to meet two primary goals as:

• Generating a particular emotion
• Tying high-density feeling to a desirable action.

Action goals

Share

Sharing video over social platforms is a key marketing strategy, but it is not easy to make others do it for you. A recent study showed that the videos which tend to evoke amazement and anticipation-based emotions are more likely to be shared. In general, we can say that the videos which can create positive emotions enjoy maximum shares. As per the study, the most impactful responses are:

• Amusement
• Excitement
• Affection
• Surprise
• Hope
• Delight
• Fun
• Joy

For small businesses, the desired action of sharing is ideal for the videos that aim at brand promotion such as value proposition videos, customer testimonials, and employee profile videos. The best way to achieve the goal of maximizing shares is to tell a simple, but touching story.

Conversion

Compelling videos can also ensure funnel results. There are many emotional opportunities a video maker can explore to ensure immediate actions as:

• Desire for gaining control
• I am the first feeling
• Excitement of solving a problem
• Discovering something new
• Family and ethical values
• Desire to belong
• Desire to get hold of the best
• Romance, love, sex
• Getting smarter
• Influence, dominance, and power
• Fulfillment of a wish

This can be best achieved with inventory videos or follow up videos. Choose the best emotional opportunity based on your line of business and tie it to the desired call to action such as initiating an inquiry call, sending a text message, or sharing personal info through a landing page.

As concluded through the discussions with many expert video marketers, the 40 top emotional responses to focus on through videos are:

• Happiness
• Amazement
• Humor
• Pleasure
• Contempt
• Joy
• Inspiration
• Fear
• Sympathy
• Confusion
• Delight
• Exhilaration
• Sadness
• Nostalgia
• Passion
• Knowledge
• Shock
• Trust
• Uncertainty
• Pride
• Disgust
• Greed
• Interest
• Anger
• Admiration
• Optimism
• Frustration
• Excitement
• Love
• Humor
• Warmth
• Sex Appeal
• Desire
• Hope
• Serenity
• Grumpy
• Surprise
• Validation
• Affection
• Cranky

While giving this emotional touch to your videos, also take care of the following important points to avoid kickbacks.

Social proof

This means your potential audiences may see how many times other people have already viewed your video. It will naturally encourage them also to watch it. Video sharing platforms like YouTube automatically tell the audience how many people saw and liked the video.

Contrast & comparison

Trying out contrast and comparison is an ideal approach to make the videos look really great. The human brain makes more sense of comparisons and contrast to register and remember things quickly. You can use your own videos as the contractor may be able to use that of a competitor.

Scarcity tactics

If something is unavailable, the demand increases. Scarcity is an ideal tool in marketing. You may have seen many of the electronics manufacturers use this tactic and even Facebook used it well during its launch. When you are planning video marketing, you can offer scarcity as one of the primary motivators to get linked to the call to action.

However, don't just make video marketing an emotional gamble. You should be committed to delivering what you promised to build a loyal follower base. If you tend to fool around with false promises, soon you will start experiencing the kickbacks, and it is illegal too at many places.