Taking a psychological view of Video advertising

In a 2016 study of marketing professionals and online consumers, 88% of marketers stated video was an important part of their marketing strategy, while 69% of online consumers said they would rather watch a video than read a product explanation. In a different study, statistics prove that businesses using video grow company revenue 49% faster than companies without video content. Why has video assumed this dominant role?

1. Two Key Ways That Video Ads Can Be Persuasive

Taking a psychological view of advertising, there are two key ways that ads can be persuasive: the central route and the peripheral route.

  • The central route refers to situations whereby the consumer is invested, in the sense that they want or need the product, and thus can make thoughtful decisions based on facts and logic.
  • The peripheral route is where the receiver does not think carefully about the communication itself, and instead makes decisions based on superficial stimuli, also known as "cues." Cues can include colors, music, storytelling and more. In the peripheral route, content and facts may be ignored or overlooked.

2. Basic Tips about How to Apply psychology to video advertising

By applying psychology to video advertising, we can begin to map out a marketing strategy for preparing video content. First, audiences must be identified along with both the facts and emotions that drive them to make decisions.

  •  Is the target audience retirees? 
  • How should they be approached differently than, say, millennials? 
  • Once we have discerned our target audience and what makes them tick, we can construct a story that will wind them up and get them going. Colors, music, sound, design and other technical aspects must then be carefully crafted to fit the story and stimulate the senses of the targeted audience.


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