Driving Engagement: The Psychology Behind Consumable Video Content

Content only works if it resonates with your audience.

Organizations of all sizes struggle with finding the right message to engage potential buyers and evoke a positive response. Done well, blogs, social media posts, articles, and taglines can elevate a company's brand and inspire prospects to take the buying plunge.

Video content may be even more powerful for marketing products and services.

AI content creation and video AI have set content creators on their ears by opening up exciting new options. However, even with all the recent innovations, content must be consumable to be effective. Let's look at actionable ways you can increase your video content's consume-ability by understanding buying psychology.

Get Your Audience's Attention

Just like 50 is the new 30, 3 minutes is the new hour. Today's consumers typically don't have long attention spans when they consume content.

Gone are the days when videos needed a two-minute intro. If you do that now, you will most likely lose a good chunk of your audience.

Dive into the meat of the message and make it POP. Get their attention with a provocative question or interesting statement. Videos only have a few seconds to keep their viewers from clicking away to the thousands of other pieces of content vying for their attention.

Trigger Their Emotions

If you can create videos that stir your audience's emotions, you're halfway to forging a relationship. Empathy, fear, relief, curiosity, happiness, humor, nostalgia, and intrigue can strike an emotional cord in your audience.

Instead of standard (boring) corporate copy, find ways to breathe life into your videos with human touches that reach people's feelings.

Simplify Your Message

Complicated explanations and detailed stories are not easy for a viewer to connect with, which can cause your video content to fall flat. Keep your audience engaged by:

• Structuring your video well.
• Making clear points.
• Using easily digestible language.
• Strategically incorporating visuals that drive your point home.

Tell Your Story!

No other organization's story is exactly like yours. Set yourself apart by using it to your advantage. Bring the human touch into your videos to draw people to what you're trying to convey. Stories help your audience relate better to your content and remember it longer than basic, dry company lingo.

Say It Again (and Again)

Do you remember those commercials that repeated the company's phone number over and over? Well, don't do that, but it's okay to drive your main point home multiple times. Find creative ways to say the same thing. Repeating key points will help viewers remember the crux of your message.

Amp Up Visual Appeal

Whoever first said, "A picture is worth a thousand words" may have been underestimating the power of a visual. By engaging your audience's eyes, you instill your main message faster and help them digest it easier.

High-quality, relevant photos, icons, and graphics are priceless tools for increasing your videos' effectiveness.  In addition, consistently bring in your branding colors and design to create a cohesive look that sticks in your viewers' memories.

Encourage Interaction

Just like a one-way conversation would bore us all, videos need to offer ways for viewers to share their opinions and feedback about what they've watched.

Include requests for viewers to leave feedback, ask questions so they can give their answers, and encourage them to share their ideas and thoughts about the topic. This approach builds a relationship with the viewer and forges communication that can smooth the way for the next step (buying).

Close the Loop (with CTAs)

Videos, just like all marketing content, should lead the audience toward a future purchase. Calls-to-action (CTAs) guide each viewer toward the action you want them to take. CTAs can spur people to like, subscribe, comment, click a link, or download an additional piece of content.

Consumable Video Content Drives Engagement and Builds Business

How people react to marketing campaigns and decide what to purchase is largely psychological. Strategically created short videos can be critical components of your overall marketing content strategy. Keep them short, emotional, and easy to digest, ask for feedback, and always include CTAs and you will see impressive results from your efforts.