Videos are a powerful way to connect with your audience, but they’re only effective when that Play button is clicked and the information is actually absorbed. So how do you use this powerful medium to its full potential? By using basic psychology to create a video that will appeal to your site visitors, of course! Keep reading for a few tips on how to use psychology to create memorable videos.
First Things First: Who Is Your Audience?
Before mapping out your video, it’s important that you know your audience. A makeup tutorial designed for preteen girls will look different than a video that shows homeowners how to unclog a drain, and both videos will look different from one educating viewers about history or current events.
Use the tools available to you to examine your target market. What types of videos interest them? Is “short and sweet” the key, or are they willing to spend 15 minutes watching a video about a topic that interests them?
Make Your Video Pop
You probably know that different colours evoke different emotions; for example, green is calming, orange is associated with energy, yellow conveys happiness. When using videos as a medium to connect with your site visitors, your colour choices matter.
In 2008, Wellesley College published a study demonstrating how effective the colour red is in grabbing our attention. When we see red, our brains start tuning in. Depending on the intensity of the shade, our blood circulation increases, our breathing rate picks up, and even our metabolism is affected.
A word of caution: Use red, but use it wisely. Too much red can easily overwhelm your viewer and inhibit relaxation, literally making them physically uncomfortable.
Choosing Your Music
Have you ever heard a song come on the radio and immediately think back to a commercial on which the song was played? Even if you weren’t interested in purchasing the car or smartphone that was advertised, the commercial, and hence the product, stuck in your mind because of the music that was used.
Music provides a great backdrop for your video. Not only is it enjoyable to listen to, but it builds an association to your website, creating a more memorable experience for the viewer. To make a lasting impression on your site visitors, choose a song that fits the mood of your video, and then let the music do the rest.
Evoke an Emotional Response
Your viewers are far more likely to remember your video’s content if it evokes an emotional response. Think back to ad campaigns run by brands like Dove, Nike, or Coca-Cola. Rather than simply advertising their product, they create a whole narrative that resonates with their audience. Advertisements are forgettable, but stories that stir up an emotional response can be remembered for years.
Your website visitors are bombarded with information on a daily basis, but by using a few different strategies to customise an experience that will appeal to their senses, you can ensure that the content of your video makes a lasting impression.