So, we all know how powerful video production can be for establishing and maintaining a brand identity online, but why?
Yes, people are naturally attracted to video content. The proof is in the pudding. In this day and age, audiences of all kinds are flocking to online video to consume content.
That’s why, no matter what your business does nor what industry you’re in, your brand can benefit from the use of video production to promote your presence, but that still doesn’t answer the question.
So, let’s take a look at what, exactly, makes video such an attraction to people these days and what you can do to take advantage of these natural inclinations.
Sound and Motion
Early on in our existence, human beings needed to be perceptive of movement of any kind in order to survive. Whether the motion indicated the presence of dangerous company or the next meal, the point is that observing movement has always been a part of us.
That’s part of the reason that video content is such an attraction to human beings. We’re naturally attracted to the movement that the various video production services allow for and we tend to give our full attention to content containing motion.
The same concept goes for sound. Just as seeing or sensing movement was crucial to survival in our beginnings, communication was equally important.
So, when a video pops onto a screen and someone starts speaking to us, we’re more inclined to listen to it than if, for example, the same message came across as text on the screen.
And it’s not just that people will be more inclined to stop what they’re doing and listen either. The sound of another human being’s voice is something viewers are more likely to remember too, which further bolsters your brand identity.
The Fusiform Facial area
Then, there’s the Fusiform Facial area, which is part of the human visual system. This is the brain function that causes humans to prioritize the face as a crucial point of information.
It’s fairly simple. We, as humans, are more likely to feel a genuine connection with the subjects on-screen if we see their faces express some type of emotional experience.
Just as the sound of a person’s voice will bring whatever he/she said deeper into our memory, observing another person’s face experience emotion is something humans don’t tend to easily forget, and can only be accomplished through video production.
The truth is, humans don’t tend to easily forget any kind of genuine emotional experience they witness. Emotions don’t need to register on a human being’s face for a viewer to feel or be affected by them, and video production presents a variety of ways to give people a glimpse at a genuine emotional experience.
Just think of this past year’s Super Bowl ad chronicling the story of an adorable lost puppy finding his way back home. Viewers didn’t need to see a single human face to feel the emotion of the video’s story.
And trust us, we’ve been doing corporate and commercial video production in the NY/NJ area for years, and we can tell you that this kind of video will be talked about for years to come.
People are far more likely to remember and share content when it hits on some emotional extremes rather than when the content is more neutral or explanatory in nature, and video has the power to tap directly into those kinds of emotions.
The Halo Effect
The halo effect is when our overall impression of a person or brand influences how we think or feel about that person or brand’s character. It’s why so many brands use a celebrity spokesperson. People associate the traits of the spokesperson with the traits of the brand.
So, if you can get a celebrity spokesperson in your video, great, but if that’s an issue, reviews or testimonials also create positive emotions in viewers that can then spread to their perception of the overall brand itself.
People love reassurances. As a brand, you can tell people how great you are as much as you want, but that doesn’t mean they’ll believe you or put any stock in what you say about yourself. They want the truth from someone who doesn’t have a reason to lie.
So, when people feel they’re seeing or hearing about a customer’s actual experience with a company, they’ll be far more likely to stop what they’re doing and pay attention. Video production allows you to give previous customers the stage on which they can provide reassurances to viewers, creating positive emotions about your brand along the way.
Humans love video, period, so start producing them!
The bottom line is, websites are viewed 2-5 times longer when there is a video on them.
Human beings are naturally attracted to the sight, sound, motion, and emotion that video production allows for, and the benefits of video content don’t just stop at that initial allure.
Viewers will also be much more likely to remember your company story or brand message long after they’ve learned of it when it’s delivered via video, and isn’t that really the whole point?
Now you know. It’s not just a fad. It’s internal. It’s a part of our genetic makeup. Humans are drawn to video.
So, if you manage to come up with a creative concept and to achieve a high production quality level, your video and, therefore, your brand personality, won’t soon be forgotten.
About KVibe Productions: We’re a full-service film & video production company. Whether you need a web promo video, a commercial video, a corporate video production, or a feature film, KVibe can take you every step of the way, from development through distribution.