How to Engage Your Audience Through Video
In the digital age, our attention spansare dwindling quickly. With so much stimuli and so much information available, we as consumers have to constantly sift through and be selective of the content we engage with. Capturing audience attention is hard enough to begin with. How do you continue to keep them engaged? This is the pivotal question as we work to stand out in the crowded digital space and grow our brand. Engagement can be tricky, but with an understanding of basic human psychology, we can begin to work in the right direction.
The Emotional Consumer Journey
We must first begin to understand consumer decision-making. According to Psychology Today, emotion is a key component in the decision-making process. In fact, when we are faced with any decision, we are driven by previous emotions and related experiences that attach value to the different options available to us. These emotions develop preferences, which in turn lead to the decision we make in the end.
Advertising research has even revealed that a consumer’s emotional response to an ad is far more impactful than the actual ad content itself, when determining the intent to purchase an item. The ratio is two-to-one for print ads and three-to-one for TV commercials. So, while your content matters, in the grand scheme of things, it is the emotional response you create that matters most.
As an emotional ‘being’ of sorts, your brand is much like its own person with its own personality. Research shows that consumers look for the same kinds of personality traits in brands as they do in other people. The key to engagement then is likeability. Just as we are emotionally drawn to different personalities, consumers must be drawn to the personality of your brand. According to the Harvard Business Review, the emotions of happiness, hope, and excitement are the biggest drivers for viral content. How will you establish these positive traits and communicate your brand personality?
Humans are emotionally driven by narrative as well. The foundation of any brand is its story of “who” and “why.” Who is your brand? And why should people care? A great story puts you right in the other character’s shoes and activates the parts of your brain that make it relatable. It’s as if you, the consumer, are the one experiencing these moments. This is a powerful thing when it comes to video marketing. By weaving in sensory details and evoking a relatable feeling or experience, a story becomes that much more powerful.
While you explore your brand identity and the story you wish to tell, you must be consistent. Ultimately, consistency builds trust. It also paints a clear picture of your brand, making it easily recognizable and understood. If your brand voice is not consistent and if your content is not authentic to what you stand for, consumers will simply not engage.
Do Competitive Research
Another key to understanding what resonates with your audience is research. Take a look at social media and see what other brands relative to your industry are doing. What kinds of videos have gotten the most views, engagement, and recognition? What may not have worked so well? While originality is key, it can be helpful to learn what has and has not worked for your competitors. It can also help to understand what trends are out there and even provide the inspiration for your next big idea.
Seek Outside Feedback
Video production is a creative and exciting process. It can also beeasy to get carried away and forget what really counts; the audience. Seeking outside opinions, especially from your target audience, can help to ensure that the message will really resonate with your intended audience.
Iron Out the Details
Throughout the filmmaking process, many of us get caught up in the big picture, losing sight of the small details that really count. The old proverb “measure twice, cut once” rings especially true in the video world. By ironing out the details early on and continuing to incorporate outside feedback, companies can save a lot of time and money in production. On that same token, companies can benefit from the expertise of a video agency to steer clear of rookie mistakes, to think strategically, and to deliver the right message to the right audience.