Psychology in Video Marketing: Why Video Marketing Works (2024) 

Video marketing is the most beneficial tool for building a business. All you need is the right strategy and planning; it can help you outshine your business among competitors. It enables you to increase website traffic, bring leads, spread brand awareness, and improve website dwell time. Videos are used to develop interest in the clients and to give tutorials on how to use products and what benefits clients can get from products and services. Let's look at a few important statistics to understand the importance of using video marketing in any business. 

• 77% of the audience claims that they have watched videos related to products or services and downloaded the mentioned app. 
• 82% of the audience made a purchase after watching a video.  
• 44% of people believe that video is the most convenient way to learn.  
• 87% of people trust brands because of their video quality. 

Videos not only help readers know about your brand, but they also help people emotionally connect with it. In this blog, we will learn why video marketing worked in 2024, focusing on video marketing psychology and effectiveness.  

Why does video marketing work?  

Video marketing invention

In 1941, video marketing was initiated and became the most effective tool to promote any business. According to a study conducted in 2023, almost 91% of companies prefer video marketing tools to promote and grow their services and products.  Video marketing success is not a secret to anyone as YouTube, which was launched in 2005 for videos, has progressed and is now a successful platform. Almost 500 hours of videos are uploaded per minute. Also, other famous platforms like TikTok and Instagram are renowned for their short videos and reels. Video marketing dominates all the different marketing techniques. Technology has made video marketing an easy task; creating and posting videos accessible to everyone. The creators can explain anything from anywhere, from product descriptions to entertainment, and get a bigger audience to watch their content. 

Video marketing psychology

According to HubSpot, 66% of clients prefer to watch videos to know more about products and services, while 52% of people like to share video content over any other form of content. This is because video helps to get entertained, and relates to emotions, which builds a special connection. Videos can make people cry, laugh, or sad.  For video marketing effectiveness, you need to understand video marketing psychology. It has the strength which businesses need to open the door to growth and success.  

Those videos that develop excitement and awestruck emotion are more likely to get views and likes than videos that are only informative and purely rational. Institute of Practitioner and Advertising study also seconded this with the data which show that videos that drive emotions achieve double results than the videos that are "purely rational."  

Video content that provides happiness to the audience goes straight to their heart. One of the effective content types that can achieve this goal is storytelling. Video that tells a story engages viewers, drives emotions in them, and makes them share video content. This will give you more viewers, build people's trust, and increase your reach to get a higher ranking in SEO. 

Video marketing effectiveness

Now that we know when video marketing started and video marketing psychology, let's investigate the reason behind video marketing effectiveness. Before you start making the video, you should know what ingredients to include in your video to make one for the desired results. Also, know what will attract and attach the audience to your brand emotionally and what can turn the viewer into a client. This will help you decide whether video marketing is an option for you.  

Boost sales and conversion rates:  

A study done in 2023 on videos shows that clients like to watch videos of brands’ products and services more than any other type of marketing technique. Tweets give 10x better results if the video is attached than the tweet without the video. Also, on LinkedIn, people like to watch videos 20 times more than any other content.  

Also, studies have shown that the conversion rate can increase by 80% if you use video on your landing page. 74% of people who see businesses explaining how to use their product and their benefits in a video end up buying them.  

SEO:  

Putting a video on your landing page increases your website ranking on the search engine 53 times more than the website that doesn't have a video. Also, as YouTube is now owned by Google, putting videos on YouTube also improves your Search engine ranking.  

Boost Return on Investment:  

Making videos is easy and cheap with advanced technology. But getting desired results on them not only motivates marketers but also increases ROI. According to research, 83% of business owners believe that video provides more return on investment to their business than other marketing techniques. So, video is the way to make more with less investment.   

Videos affect email marketing:  

Video plays an important part in the success of email marketing campaigns. According to the research, emails with word "video" in subject improve the click-through rates by 200-300%. It is also observed that emails without videos get 3x fewer responses than emails with embedded video thumbnails.   

Impact measurement  

Video marketing success measurement is a necessary step of the campaign. Exit points in the video, number of views, audience retention, and total watch time are the matrix that helps measure video engagement and the psychological/emotional impact on the audience.  

Marketers can use YouTube and Google Analytics to get details of these videos. These two provide details on the above-mentioned matrix, which helps point out what works and what does not. This data will help to make a better strategy for the next campaign. To mark key points to measure the viewer's engagement, the marketer can use the feature of Google Analytics called the "moment" card. This helps to measure engagement at specific spots. Other than this, audience feedback in the form of comments, views, shares, and likes also helps marketers assess videos' success and psychological impact on the audience.  

Final thoughts  

In conclusion, harnessing the principles of consumer psychology in video content creation is a powerful strategy for leaving a lasting impression on your audience. By crafting videos that entertain, engage, and authentically convey your brand's story, you can evoke strong emotional responses that inspire your audience to take meaningful action.  

As consumer behavior and video content continue to evolve, staying attuned to the latest trends and technological advancements in video production is crucial. This adaptability ensures that your content remains relevant, resonates deeply with your audience, and consistently drives desired outcomes. Embracing this dynamic landscape will empower you to create videos that capture attention and foster lasting connections with your viewers, ultimately contributing to the success of your marketing efforts.  

Resource:

The Rise Of Video Marketing Strategies For Property Management Businesses