The Psychology of Persuasive Marketing Videos - And How to Get People to Watch Them #SMWLDN

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By Joana Couto

As everyone know, there’s a button that everyone loves:

So, the question is: How can we make the audience to watch our videos?

The presentation was divided into 3 steps, first one:

So, the question is: How can we make the audience to watch our videos?

The presentation was divided into 3 steps, first one:

1) Conversion

First of all, the personality matters, a lot: they divided it into three types:

Extraversion: strong, outgoing, active, excitement, attention.

Openness: Intelligence, Innovation, sophistication, creative

Neuroticism: safe, reduce the anxiety, uncertainty, security, protection

Some tools to search for the target audience, to identify the personalities:

· - Big 5 (IPI-NEO)

· - Visual DNA

· - MyPersonality

When people watch a video, they want “Real people, with real expertise, offering genuine advice”.

So do not hire actors for conversion video.

Some tips about how to put your video online:

- Do not duplicate the same video across multiple pages,

- Each page must be the canonical result for the video embedded on it,

- Some videos are not relevant for a youtube audience,

- Include text transcriptions as page copy, that’s valuable for users and provides unique and relevant text for product pages which helps with SEO.

2) Consideration and Advocacy

Hosting a video:

On youtube: if you care more about reach

Securely host – if you care more about lead gen (?)

Ensure those embedding your video link back to you.

Make use of Twitter Cards

What works on TV may not work online

Online you need:

Shareability: can I predict whether or not my video will be shareable?

Yes, here some tools: http://unruly.co/products/

Book: Viral Marketing, the science of sharing - http://www.amazon.co.uk/Viral-Marketing-The-Science-Sharing/dp/0195527984

“YOUR BRAND IS NOT WHAT YOU SELL, IT’S HOW YOU SELL IT”

Don’t allow Ads on your own channel!

Tool: http://moz.com/researchtools/ose

How to create advocacy, good example:

MINI NOT NORMAL- http://www.youtube.com/watch?v=e5bEB0tmMQI

Identity level – everyone is called by “Hey mini!”

Makes you special an separates you from the rest of the world, there’s a sense of being different. Creates advocacy.

3) Brand Awareness

It’s all about the story. People look for emotions online.

Good examples:

Pantene ad online: http://www.youtube.com/watch?v=rzL-vdQ3ObA

Burger king - http://www.youtube.com/watch?v=qBkAAortU_g

Very nice one! - A1 steak sauce http://www.youtube.com/watch?v=I2XFglTo6bg

Last tip:

Try not to control the conversation.

Good example of it was

http://www.concerthotels.com/worlds-greatest-vocal-ranges

where people started saying Axl Rose was the best, and no one tried to mediate the conversation. Then Axl Rose also gave is opinion. http://www.concerthotels.com/worlds-greatest-vocal-ranges

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