The Science and Psychology Behind Video’s Effectiveness

A blog series on marketing and the human brain from 82 West Marketing & Video Production

Part of our series of posts on the human brain and marketing.

When devising a marketing plan, it’s crucial to understand a bit about human psychology. While it’s true that everybody is an individual, there are many ways in which most people tend to respond and act much the same as everyone else.

Campaigns that tap into the needs and desires of a defined demographic have a greater tendency to achieve marketing goals. Here are a few things that may help you understand what makes people tick and how to transform casual web traffic into interested visitors and paying customers:

Maslows-Hierarchy-of-needsTake any psych class and you’re sure to learn about  Maslow’s Heirarchy of Needs. In the mid-20th century, American psychologist Abraham Maslow described five levels of human need. He visually illustrated these needs with a pyramid. The most basic human survival requirements like food, air, water and sleep are shown at the wide bottom of the pyramid. The next level up describes safety requirements such as security of the family, health and property. Higher levels on the pyramid delineate human need for love, esteem and self-actualization.

Each tier up from the bottom of Marlow’s pyramid lists needs that are more emotional than necessary for basic human survival. These emotional longings are where a savvy merchant targets an impressive video marketing campaign.

online video production marketing ecommerceTo be effective, a marketing video must make the viewer feel a need along with the belief that the product or service being touted is their best or only choice to fulfill that need. One way to do that is show the problem your customer is having, then show how your product or service will solve that problem. Emphasize the emotional element your customer will feel when you solve that problem for them.

A sense of scarcity can trigger consumer action. If a video campaign can convince the viewer that supply is limited and demand is high, that viewer may be compelled to purchase whatever it is you’re selling before it’s too late.

Another marketing tactic that can trigger action on the part of a consumer is social proof. For example, video testimonials wherein other people explain how the product or service improved their well-being or social status can be the tipping point that turns a viewer into a paying customer. We’ll delve into social proof in the next post in our series on Understanding Human Psychology.

Ready to market smarter and more effectively?  Contact us now to speak with a savvy marketing expert at 82° West Marketing & Video Production.

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