How to use branded video to hack your customer’s brain

Has video massively increased your customer conversion rates?

If the answer’s no, it’s because you’re not using it properly.

That might sound overly bold, but instead of thinking about us as pointing out errors – consider it a message wrapped up in a love for converting customers, maximising your productivity and fortifying your brand. You deserve to be successful at those things – and the chances are, your video strategy only needs a couple of tweaks to get it right.

The reason is simple:

Video is powerful. I mean, really really powerful.

Video marketing taps into more than one of the senses – it’s a chance to immerse your customer in your message. Video gives you a chance to really get into your customer’s brain and press exactly the right buttons.

We got a psychologist and a video marketer from Antes.me who offer video production services in Leeds into a room to discuss video marketing – then made a lot of notes. The following 6 tips and observations are direct from that conversation – with some hints around how you can apply the info to your own practice.

#1 – “People trust video because it’s hard to fake”

The idea of something being ‘photoshopped’ has really tainted people’s trust in static images.

So much so, studies into trust levels associated with brand created image have plummeted since around 2007.

And you know what? People are right. There are so many stock images available – and filters, tweaks and adjustments that can be very easily applied to make an average product look awesome.

People trust video – but the message is, it has to be authentic. There’s a balance to be struck of course, shooting a high-end product video on your phone might not be ideal – but neither is having Michael Bay come along and make a £5 million advert for you.

When you create video, do it well – but don’t over produce if you want to keep it ‘real’ and trustworthy.

#2 – “Video conveys the real person”

There are varying levels of trust that we put in different types of communication – and it’s all based around how much of an understanding we can get about the person sending that communication.

Harvard university have done a massive number of studies into empathy – a person’s ability to put themselves, metaphorically, in the shoes of someone else. The results show that the more we can empathise with the person who we see, the more we trust that person.

You can apply this in your own video by using real people to convey the messages you want to put out. Don’t be tempted to bring in models or actors – people can associate with ‘average’ folk – and when they do, they’ll trust you and your brand more deeply.

#3 – “People don’t misconstrue or misunderstand video”

There’s an old statistic about how words alone only communicate a 7% of what you’re trying to say – and that in fact, tone, inflection, volume and body language make up far more of the overall message.

Whether or not the numbers are exactly right doesn’t really matter – but what really does matter is the amount of email and web pages that really don’t hit the mark. Even the best copywriter in the world will struggle to get across the passion that a chef has about the signature dish he’s spent 25 years trying to perfect.

Words don’t convey a lot – and if they do, you need to use a lot of them, whereas ten seconds worth of video can make you laugh, dance, cry, want to eat or want to quit your job.

Your communication is clear with video, people aren’t going to misunderstand your intention. Nail the message you’re trying to get over – and deliver it with passion.

#4 – “The brain is lazy – and video is easy”

We have a desire for knowledge – especially when there’s some benefit to us gathering that knowledge.

That said, we also have busy lives and diminishing attention spans. So, as an example – you’re about to start a new hobby of oil painting – do you read a 400-page book on techniques? Or do you watch a 5-minute video about the steps you need to take to get painting?

95% of people would choose the video – because it’s easy. Sure, you might dip into the book later, but almost no one will go cover to cover before they pick up a brush.

Give your customers an easy option – then explain how they can find out more.

#5 – “Video appeals to all learning types”

There’s some professional disagreements about ‘learning types’ – i.e. whether we prefer to listen, watch, read or act out instructions that we’re given – but one thing cannot be disputed – there’s absolutely no harm in giving people options around how the consume your marketing messages.

Video is the only practical way of giving people all four options in one.

Video doesn’t have to just be someone talking into the camera, you can easily add in words, illustrations, explainer animations and much more – easily ticking the boxes for people who prefer reading, listening, watching or copying what they see.

#6 – “Video is still seen as innovative, so people want to share it”

The vast majority of marketing is still done with words and static images – making video the cool new kid on the block.

If you haven’t noticed already, people like to be the first to show you innovative stuff on social media – in fact, a lot of the time people are more bothered about how they look based on what they’re sharing – rather than what they’re actually sharing!

Interesting video is shared over 400% more on social platforms vs. written content.

Make yours short, snappy and engaging – and watch it fly.

What does all this add up to for you?

There are certain holy grail words in sales and marketing – and ‘trust’, ‘engagement’ and ‘understanding’ are up there with the best.

If you use your video marketing effectively, you’re ramping up your levels of all of the above things – ultimately boiling down to one thing – increased customer conversions – whatever that might mean to you.

Oh – and as if that’s not enough – it’s not just humans that love video either. Google’s algorithms see greater engagement with video than they do a lot of other content, and since Google is designed to predict what we want and give that to us – you’re going to see increasing amounts of video returned when you search.

Your customers love video.

Google loves video.

If that doesn’t make you love video – nothing will.

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