VIDEO MARKETING FOR BUSINESS VENTURES: WHY IS IT SO EFFECTIVE?
According to every variation of a VAK Learning Styles Test, human beings process information either visually, auditorily, or kinesthetically. We gather knowledge and understand it by looking (typical ‘monkey see, monkey do’ scenario), listening (something bored cafeteria ladies are very good at), or doing (which is why God invented Play-Do).
The test tells you how you learn best, whether through using one or the other. But the truth is that the best way to learn is a combination of all three.
Translate that to things like marketing and advertising. There is a reason why commercials cost more to produce than ads do and why books are constantly being turned into movies. A good chunk of us humans process information best through a healthy mix of audio and visual – with a bit of kinaesthetic on the side, even for the most inactive of species.
(Let’s face it; couch potatoes eat for the act of eating, and not because they’re actually hungry. This is a fact.)
You can probably take the kinaesthetic aspect away, and you’re still left with a pretty effective team of audio-visual that can deliver a one-two combo to the senses. But take away audio from visual, or vice-versa? It won’t work so well.
THE CASE FOR AUDIO-VISUAL
From the title of this blog post alone, you already know I’m focusing on the reasons why video marketing is so important in growing your business. Videos can drive traffic, raise understanding, and boost engagement in ways newsletters, PSA’s, and static graphic ads simply can’t. This isn’t discrediting other forms of digital media marketing. Rather, it’s citing the pros of video.
And those ‘pros’ lie in the science around audio-visual stimuli.
The Danger of Monkey See, Monkey Do
Alternatively titled; why we can’t just use visual.
For a race that relies heavily on eyesight, sometimes just seeing isn’t enough for us. Sure, Pinterest exists. So does professional photography, Tumblr, Tindr – all media platforms/content catering to the visual, aesthetical senses.
But have you ever tried doing a Pinterest hair tutorial? Those things are hard, even with step-by-step picture instructions.
There needs to be some form of verbal direction in order to fully understand a concept or action. Yes, written directions can work just as well, that’s true. But audio stimuli or verbal commands can heighten engagement.
With the audio-visual experience, two of the five senses are fully engaged.
The saying monkey see, monkey do refers to learning the how of a process without understanding the why – and that, in itself, is already dangerous. No one likes flying in blind, especially when it comes to buying something. You could have the best-looking static advertisement this side of the world wide web. Doesn’t matter. If people don’t understand it, they’re not going to buy it.
Sometimes, Words Aren’t Enough
Alternatively, verbal isn’t fully enough to command someone’s attention either. Sure, you’ve got your radio shows, your podcasts, and your audio books – all forms of digital audio entertainment that earns hosts and producers alike a cool million or so each season.
But notice how even podcasters will link back to the video version of their podcast up on YouTube. Radio talk show hosts are invited onto television talk shows so their fans have a chance to see their faces. And no matter how advanced portable communication devices have gotten, people can’t settle for just a phone chat. If the opportunity to meet in person is there, anyone will take it.
As I mentioned earlier, we are a race that relies heavily on our eyesight. We need to see someone doing it – while explaining how and why they’re doing it – or else something gets lost in translation. Language is limited, and visuals can fill the gap in between.
Combining audio and visual into a well-thought-out video – whether explainer, whiteboard, commercial, or what-have-you – engages potential consumers in a way static graphics just can’t. Sure, you can use print ads to grab attention. You can use podcasts to raise awareness. But nothing engages quite like a video.
This is why ‘How To’ videos work so well, and why YouTube is still the internet giant it is today. People love being entertained, and people love it when they’re engaged, and a video can achieve that in thirty seconds or less.