Finding A Deeper Connection with Video
What does digital mean to marketers? Is it just another way to amplify messaging? Does it provide a way to deliver more messages to users faster? Unfortunately for too many marketers, the answer is yes. And when a marketer sees digital only as a way to amplify broadcast messaging, they miss the biggest benefit that digital provides—engagement.
In the yesteryears of marketing, it was pretty much impossible to engage directly with users. You had print ads and magazine spreads and television all of which were unidirectional channels. Sure marketers could hold a focus group or have some event but they still couldn’t engage one-on-one with individuals.
That’s how digital is fundamentally changing marketing—by empowering marketers with technologies that enable real-time, bi-directional conversations. And as marketers are beginning to spend more time engaging with people rather than talking at them, they are also exposing the fact that their audience has very little attention to spend with them. There’s so much going on in consumers’ 24/7/365 always-on, always-connected lives that they have precious little attention to give. Marketers have to do something to get above the noise that has become the digital world. So they look for a solution, a way to grab attention.
As marketers have realized that digital enables them to develop relationships, they have begun a sometimes glacially slow migration from publishing content about them, about their company, and about their product to developing stories that speak about the customer. Stories that have characters, that follow a narrative arc. Stories that evoke an emotional response. Because forming a relationship all starts with emotion.
But, again, attention is a challenge. Audiences are still flittering about like fireflies on a warm, summer night. Marketers need something more, something that appeals to the way we are wired.
Enter video – The Science of Video Engagement
As a form of content, video is a multi-sensory experience. Movement, images, colors, words, emotions. It would seem only logical that we would find it more appealing than just the written word. But would you be surprised to know that there is real science as to why we are drawn to video? Susan Weinschenk, Ph.D. — also known as The “Brain Lady”—has uncovered four core, very human reasons we are drawn to video:
We focus on the face. Okay, Dr. Weinschenk puts it a little more scientifically than that. According to her, the Fusiform Facial area makes us pay attention to faces. This is an actual brain function that makes us hard-wired to use a human face as a centralized point for information and believability.
Voice makes more meaning. No, not your internal voice. When we hear a human voice speaking, we are more apt to convert the information into meaningful content. Seeing is believing! When we see people have emotional experiences (versus reading about them and trying to imagine them ourselves) we have a greater connection. That’s right; body language is a powerful feature of human-to-human interaction.
It’s all about the movement. Since the Stone Age, we’ve survived by noticing the moving things around us. Fail to notice? Get eaten. This peripheral vision is deeply ingrained in our anthropological DNA. We are drawn to things that move.