By cchi@hubspot.com (Clifford Chi)
Nowadays, most marketers obsess over how they can amplify their content’s reach as much as possible. More views means more leads and customers, right? While this convention can be true, it’ll only pan out if you optimize your videos for humans before you optimize them for algorithms.
Resonance is the most important determinant of whether your audience will take action, and your video’s creative is the most important determinant of whether your video will resonate with your audience. So even if your video reaches a million people, if it doesn’t resonate with them, it won’t persuade anyone to take your preferred action, let alone remember your brand.
With this insight in mind, let’s go over six fundamental video marketing tips that’ll help you craft videos that resonate with as many people as they reach.
Video Marketing Tips
- Hook your audience.
- Tell stories.
- Evoke positive emotions.
- Make your videos “sticky”.
- Rely on visuals.
- Add appropriate soundtracks to your videos.
1. Hook your audience.
When Facebook analyzed their users’ video consumption data in 2016, they discovered that 45% of people who watch the first three seconds of a video will keep watching it for at least 30 seconds.
This data indicates that sparking your audience’s curiosity with an attention-grabbing title isn’t enough to engage them. You also need to instantly hook your viewers within the first three seconds of your video — the human attention span isn’t long enough to be entertained by sluggish content.
But what actually hooks people? What we’ve discovered at HubSpot is that an effective video hook visually engages viewers and previews the video’s core message. Creating these types of hooks can simultaneously grab your viewers’ attention and generate interest in the rest of the video.
2. Tell stories.
In the neuroscience field, researchers have proven that storytelling is the best way to capture people’s attention, bake information into their memories, and resonate emotionally with them. The human brain is programmed to crave, seek out, and respond to well-crafted narrative — that’ll never change.
In fact, when someone tells you a story, they can plant their personal experiences and ideas directly into your mind, so you start to feel what they feel. For instance, if someone describes eating a plate of lobster mac and cheese, your sensory cortex lights up. If someone recounts scoring their first touchdown, your motor cortex enlivens.
In other words, powerful stories evoke empathy because they activate parts of the brain that’d operate if you actually experienced the stories’ events. And by using their own memories to recreate your story’s sensory details, your audience can turn your video’s events into their own ideas and experience.
3. Evoke positive emotions.
Psychology tells us that emotions drive our behavior, while logic justifies our actions after the fact. Marketing confirms this theory — humans associate the same personality traits …read more
Source:: HubSpot Blog
