Here’s how you can make sure that your customers remember your brand through a well-constructed video.
Emotionally engaging your audience
Putting a lot of info into a video might be tempting—and many business owners believe more content increases sales—but this isn’t necessarily true, especially since the brain’s Reticular Activating System (RAS) ensures that people only retain information that they believe to be important. The RAS responds to emotional engagement, novelty, and humor, so it’s imperative that you build a connection with your audience through your videos.
People have short attention spans when it comes to marketing, and only remember a few of the talking points you’ll present. To make sure your clients remember your video, you should focus on a few important factors instead of overloading your video with information.
A good rule of thumb to follow is having around twenty or thirty seconds of pauses that include music and imagery in a two-minute video to ensure your watchers process and emotionally engage with the information.
Remember that video marketing and written marketing are different
Most communications professionals are far more adept at written marketing than video marketing. Video-making is constricted by time; 60 seconds of reading time don’t equal 60 seconds of video messaging.
This is due in large part to the difference between average speaking and reading speeds: while people generally read 200 words a minute, they can only speak 150 words a minute.
You’re likely to need at least two minutes to convey through a video what looked like just one and a half minute’s worth of messaging on paper.
Since you also need to add pauses for imagery and music in videos to engage your audience, a minute’s worth of messaging on paper could turn into two minutes when it comes to video.
The brain’s RAS responds well to and retains memorable humor. If you choose to incorporate humor in your marketing videos, you should ensure that it’s appropriate and fits in with your brand image.
You should have a keen understanding of what sort of humor your target audience will understand and enjoy, so as to not offend any people or harm your own brand image.
We, at 336 Productions, provide video marketing services in Riverside, Orange County, and neighboring California cities. If you’re looking to hire a video production company in San Diego or Los Angeles, contact us today to get an event or corporate video made.