Psychology of Video: The Power to Move Minds, Motivate Response

If you think about it, marketing at its most effective is a study in psychology.

Not the clinical, “lie-in-this-chair-and-tell-me-your-problems” kind, of course. Rather, the much more immediate “get up and do what I want you to do” kind. Such psychological marketing effects are quite sought after--not to mention incredibly powerful.

Experimental psychologist and PhD BJ Fogg, Director of Stanford University’s Persuasive Technology Lab, was recently recognized by Fortune Magazine as one of “10 gurus you should know” in relation to his work. Dr. Fogg lauds video as one of the most effective vehicles for persuasion and behavior modification available today.

Why is video such an effective psychological tool?

Video is a form of face-to-face communication. It’s a message, neatly packaged with expressions and attractive narration. You don’t have to read or concentrate to understand it; just look, listen and react. That’s why it allows for such high response rates: absorption is absolutely effortless.

But… WHY?

The Answer Lies in Our Brain and Our DNA.

“We respond…in accordance with an elaborate and secret code that is written nowhere, known by none, and understood by all.” --Edward Sapir

Video taps into deep, subconscious drives hardwired through years of evolution to respond within seconds to verbal and visual cues. The amygdala—a cluster of almond shaped glands in the brain developed prior to our Neocortex has the ability for rational thought—responds to visual cues and information within FRACTIONS of a second.

We don’t think about it; it is instinctive. Our reactions to this kind of information are so hardwired and so fast, they happen before the rest of our “conscious” thought process can catch up—making them close to involuntary.

What is most important for effective communication?

Recent studies show that up to 93 percent of communication effectiveness is determined by cues such as body language and voice quality.

Without the power of video to capture these vital visual and verbal cues, much of the power of your message is being lost.

Leverage Online Video to Increase Business

Fairfax Video Studio can help you channel the psychological power of web video communications to grow your business. For more information, give us a call at 877.477.STUDIO. A dedicated web video professional will help to uncover and implement your online video strategy today.

Be sure to order a FREE copy of the report, Nine Nifty Tips for Effective Video Clips.