The Psychology of Explainer Videos
Now sit down on the couch and tell me your problems….
That may come to mind whenever you see the word Psychology. But today we are letting you off the couch to take a look at how clever uses of Psychology can be applied to an explainer video.
From our experience of creating 100’s of videos, we have learned a few tips and tricks you can apply to get a better result.
Let’s get straight into the meat of this post.
1. Follow the herd
I remember playing football (soccer for the yanks) as a small boy. I remember as we started off you would see a swarm of players chasing the ball. At that point, we did not understand positions, we were just getting used to kicking the ball at goal.
It was hilarious – It probably had my mother in stitches.
We knew no better, so we all followed what the others were doing.
This is the same for everything in life. We tend to do what others are doing. A study I was listening to on Audible in one of the happiness books did a test where they took 3 people and made them stand by the boarding gate.
These 3 people were instructed to keep looking at their watches and look disgruntled. They also had them tapping their feet.
They found that ⅔’s of the other passengers in close proximity started to mimic what they were doing.
I find that mad, but I can see the logic.
But what does this mean for your video?
It is important to include social proof in a video. It shows that others are also using your product and service.
Include numbers of current users, maybe a testimonial, mention how others find the product.
When they see other people doing the same thing they are more likely to follow you.
2. Authority builds subconscious trust
The human brain is wonderful. So wonderful we really don’t understand much of it.
But what we do understand is how it uses shortcuts to make decisions. The brain has so much going on. It looks for patterns and symbols of previous experiences to make quicker judgements.
Most of the time it is happening subconsciously and you may not even be aware of it. But what has that got to do with Explainer Videos?
Understand the psychology around authority helps us build characters that display trust. I have seen it written as anyone wearing an ‘earned’ uniform shows a level of trust.
Be it a barrister with long white hair, a doctor with a white jacket or even a tradesperson in a branded clothing. It all builds authority.
Authority is something we are subconsciously looking for. When you are putting a video together consider what elements you can use in the video to build that trust for your brand.
You could consider a doctor quoting a fact that supports what you do.
3. Step by Step
From time to time we get the odd request from someone who wants a video to sell a $1,000 service after a single watch of the video.
After my mind picks itself up off the floor laughing I say ‘would you purchase a $1000 product after watching a 60-second video?’ The answer is usually no.
To make a video work effectively it should just sell the next step. Not the full shebang.
Momentum will take them to the sale, if the rest of your process is right. The video is usually the conversation starter.
Great call to actions include:
- Book a 15-minute phone call.
- Request a white paper on our service.
- Get a quote by filling out the short form.
Let’s wrap it all up
These are just 3 of the principles that can be applied to an explainer video to convince your audience to take action.
A video is as much of a science as it is an art. Understanding both is key to getting the most out of your video to deliver your desired result.Back