What makes video such a powerful communications tool? It’s all to do with the way we respond to audio visual imagery – and what our brains want.
Stories and puzzles engage our brains, not straightforward facts and instructions. As humans, we don’t want to be simply told stuff. The challenge for brands is to find ways to make the brand intriguing to customers, on a subconscious level, so that they engage with your brand, and ultimately your products or services.
The aim is to prepare your customers so they are receptive to your information, by luring them in with engaging content. Storytelling is a highly effective way to do this. Narratives are easy for the brain to follow and video is the most accessible and engaging storytelling medium of all.
Communication Friction Points
Are you still with me? People tend to give up when communications become too difficult. If they can’t follow your content easily, or if it’s too complicated, they switch off. It’s vital that you get your communications right. All the elements should communicate a narrative that customers can easily understand and engage with.
So, what is a friction point? As the name suggests, it’s anything that disrupts the the viewer absorbing your content. It could be technical jargon, poor video quality, or the structure of the narrative. These impediments could prompt viewers to stop watching, which means they won’t be receptive to your message. The easy way to avoid these friction points is to make your video as accessible as possible:
- Use everyday language that anyone could understand.
- Lead your viewers through the process one step at a time.
- Keep the styling simple; avoid jarring transitions and effects.
- Keep the tone light and friendly.
All of these elements should add up to a frictionless video that delivers your message with ease.
How Video Strikes Emotions and Creates Memorable Content
One of the biggest challenges brands have is getting their voice heard in a very noisy marketplace. Content that engages by using responsive storytelling and narratives will trigger human emotions.
There’s a lot of communications tools to choose from, but video communications is the most uniquely positioned, because it uses three key communication mediums: imagery, audio and graphic elements. You can combine these three to heighten emotion and highlight messages that will resonate with your target audience.
If your communications aren’t memorable, they’re not a good investment. If your content isn’t memorable it stands no chance of affecting future actions, such as buying your product or service. Equally, if your video doesn’t have that emotional stickiness, it might be remembered, but it won’t have what’s needed to compel customers to do something.
What Characteristics Do Successful Video Communications Share?
In summary, your video needs to:
- Follow a simple narrative
- Be easy to understand
- Illicit an emotional response
- Be memorable
Covering all these areas will lead your audience to change their behaviour and relationship with your product or service. Take a look at some of the ways we’ve employed these techniques for our clients.
If you would like to explore in more detail how video can be used to tap into your customers’ subconscious desires and emotions, please get in touch. Call 01252 717707 or email firstname.lastname@example.org.