The Human Brain Hard-Wired for Video
At Optimum Productions, we know that video is a powerful medium, and marketing studies from 2012 show that we weren’t the only ones to conclude that video is essential for marketing effectiveness.
Online video was the fastest growing ad format in 2012 with nearly 55% growth. (eMarketer, January 2012). With online and mobile video viewing increasing in popularity, eMarketer forecasted that more than half the U.S. population would view video content through desktop or mobile devices in 2012. http://www.emarketer.com/newsroom/index.php/digital-ad-spending-top-37-billion-2012-market-consolidates
A survey of over 3,800 marketers found that 76% of them planned to add video to their sites in 2012. This meant that video marketing held the top spot for investment by marketers in their use of social media to grow and promote their businesses. http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf
These stats appeal to those of us who are “numbers people,” since they give us some proof of what we had already suspected. But some of us want even more than numbers. We are equally, if not more interested in the psychology of human behavior. We want to know WHY video is such a powerful medium for the human brain.
One interesting explanation was proposed by Susan Weinschenk, Ph.D., — an expert in consumer psychology known as “The Brain Lady.” She gives “4 Reasons Why Online Video Is Compelling & Persuasive” in her blog posted January 22, 2013.
#1: The Fusiform Facial area makes us pay attention to faces. This brain function hard-wires us to use the human face as a gathering point for information and believability. When you have a video featuring a person, the visual of the human face alone captures one’s attention.
The human face actually helps us to process information in a deeper way, since the fusiform facial area is connected to emotional areas of the brain. We see someone’s face in video, and we process not just hard data, but also emotional information. The human face in video conveys rich information on a deeper, emotional level.
#2: Voice conveys rich information. The simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content. More so than simple text, the tone of someone’s voice conveys a richness of information that makes audio such a huge component of video.
#3: Emotions are contagious. Video is a great medium for communicating passion and excitement about a given topic. The written word alone fails to carry the emotional impact of video. Human emotion tends to be contagious, and video can convey the speaker’s excitement to others in a human-to-human interaction.
Just think of a time when a particularly powerful scene from a movie played over and over in your mind’s eye. That’s because the scene affected your emotions, which makes a lasting impression on one’s memory. Videos are little mini-movies capable of conveying powerful emotion.
#4: Movement grabs attention. Another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion, and it looks like we still do. A static picture lacks the power of movement, which video can capture so well.
The richness of the human voice, our connection to the human face, our attraction to movement, and the power of shared emotion — transfer these four elements into the realm of Atlanta video production, and it’s easy to see why marketers planned to make video their biggest step in 2012. With marketers and experts in consumer psychology both pointing toward video, will you do the same in 2013? Call Optimum Productions at (404) 445-6720, and learn more about how we can help you to harness the power of video.