We know from previous posts that the brain processes images differently than it processes text. Throw in how the brain processes video – and now we’ve got a party!
Here are some fun facts from this amazing article in Psychology Today:
Consumers are 39 percent more likely to share content if it’s delivered via video, and 36 percent more likely to comment and 56 percent more likely to give that video a coveted “like.”
The average consumer with an Internet connection watches roughly 206 videos per month, and Nielsen claims 64 percent of marketers expect video to dominate their strategies in the near future.
Videos are processed by the brain 60,000 times faster than text.
That article also talks about why our brains are wired to “like” video, but let’s agree on the basic premise that right now, video use and production is going now where but up. Especially when it comes to brands.
Here are a few things to consider when creating video:
Err on the side of Brevity
Feel compelled to make a 15-minute ode to your brand? An ode that will tell the entire tale of when your company was but a twinkle in your founder’s eyes. While you may feel the scorching desires of Ken Burns (see what I did there?) to create a video to end all videos, the video that will GO VIRAL and take you across the Pond TO RECEIVE YOUR CANNES LION!!!!! Resist that temptation. Be brief. Find good editors (script and video) and listen to them. And buy them candy. I hear they like that.
Use People to Tell Your Story
Yes, your company or brand is fabulous. But you know what? Your audience isn’t a shoe. They aren’t a sports drink and they certainly aren’t a bank account. You know what they are? They are PEOPLE! There is a reason why you get more likes on your Facebook page when there are people in them. It’s because People resonate with other People. Yes, you may work for a big bank where all you want to talk about are your low mortgage rates, but MAN does that sound boring. You know what isn’t boring? A story about a kid who always dreamed of living by the beach. He grew up in the middle of Iowa and bought his first surf board at the age of 15. He sloshed around in lakes and rivers with his beloved surf board. He looked ridiculous and people sure did laugh at him. But he knew that ONE DAY he would find a way to live at the beach. Fast forward 15 years, and that same kid is now a man. He’s got on a suit, he’s with his new wife and you are handing him the keys to his new beach house that he was able to afford thanks to YOUR BANK. Zoom in to that same surfboard that now sits on his back porch. Finally, he is home. Isn’t that more interesting than talking about mortgage rates?
Create a series
Don’t put all of your video eggs into one basket. Think of video as a strategy vs. a “one and done” tactic. If you don’t have the budget to create more than one, then don’t bother. There are tons of creative, cost-cutting methods of creating great video (more on that in a future post), but give people a reason to keep clicking on your content.
Invest in Promotion
It’s an ugly secret. One that famous YouTubers won’t share. Viral video is a myth because they all PAY to promote their content. I know. Pick yourself up off your keyboard. We’ll wait.
Because there is SO MUCH content out there, it is easier than a hot knife through butter to get lost in the shuffle. The rule of thumb that we’ve used is to budget at least 50 percent of the total cost of production for promotion. And that’s on the conservative side. If you’re going to spend all of this money to create a great and compelling video, and no one watches it. Well that’s sad. And it’s not very smart.
So now that you’ve shown an interest in creating video, go forth and create something wonderful! For some additional reading on the subject, check out the awesome info-graphic the folks over at Hyperfine Media created. Prepare to have your mind blown!