Video marketing has exploded in popularity for many reasons. The technology has evolved, price points have come down, social platforms have embraced it, and audiences have come to expect—if not prefer—it as a method of communication.
Why Video Marketing Is So Effective
Video is not just a passing fad or a novel presentation; it is a powerful way to form relationships with your audience through emotional connection.
That’s because the video is a medium that we are hardwired to respond to. In addition to being visually stimulating, video elicits an emotional response from the viewer—thanks to the scientific phenomenon of emotional contagion. When your audience views a video or watches a story, their emotions actually start to mirror what’s on-screen. (Think of the physical sensation of anxiety you get when you watch a scary movie.)
Even a brief interaction with your video can trigger this response, making a significant impact.
The Creative Advantages of Video Marketing
One of the biggest advantages of brand video is that it provides more creative storytelling tools to work with. Each of these can be used to elicit emotion, whether you’re telling a serious story or a funny narrative.
- Visuals: On-screen action can enhance your message, whether through color, data visualization, kinetic text, animation, or live action.
- Audio: Music, voiceover, and sound effects convey mood and tone, increasing your audience’s emotional response.
- Controlled storytelling: The pace and nature of the storytelling are controlled, which makes it easier to deliver a focused message—and more enjoyable for your audience to receive it. Video is a passive experience, so you can simply click a play button, sit back, and watch. (Other mediums, such as interactive, require more active engagement.)