Sensory Appeal, in Video Form

In a world where it’s easy to experience sensory overload multiple times a day just from our smartphones, it’s almost ironic to suggest that you add to it with your marketing programs. But you should.

VideoIn a world where it’s easy to experience sensory overload multiple times a day just from our smartphones, it’s almost ironic to suggest that you add to it with your marketing programs. But you should.

With all of the media consumers consume daily — about 11 hours a day, for all channels combined — we’ve become dependent on interactive digital experiences that take little more effort than listening and watching. And we don’t even like doing that for more than two minutes. Our media usage has changed our interest levels, or maybe its our willingness to read or watch long documentaries — as we are now used to getting news, and now possibly the State of the Union, in Twitter posts.

Rising to fill the gap from our changing media consumption is video — short, entertaining snippets of two to three minutes that entertain, inform and, hopefully for those who produce them, inspire us to engage, inquire and buy something. It’s working.

HubSpot shares some powerful statistics showing how video is impacting consumer behavior and why you need to jump on this bandwagon, too. Here are just a few:

  • Videos in email lead to a jump in clickthrough rates of between 200 and 300 percent
  • Videos on a landing page can help your conversions increase by 80 percent
  • Videos combined with a full-page ad can boost engagement by 22 percent
  • Videos can increase likelihood of purchase by 64 percent among online shoppers
  • Videos included in a real estate listing can up inquiries by 403 percent
  • Video inspires 50 percent of executives to seek more information about a product
  • Video inspires 65 percent of executives to visit a marketer’s website, and 39 percent to call a vendor

I could go on … but I think the point is clear: You need to create videos if you want to engage customers and sell more products. And because YouTube is the second-largest search engine, next to Google. Enough said.

I’ll Say More

Another reason you must include video in addition to all of the above is most of your competitors are doing it and that can leave you out in the cold if you are not. Okay, so more stats from HubSpot:

  • 87 percent of online marketers use video content
  • 22 percent of small businesses in the U.S. plan to use it
  • 96 percent of B-to-B organizations use it

Most importantly, 90 percent of video watchers say they help them make purchase decisions and 92 percent of those viewing them on mobile devices share videos with others.

The one challenge is that there are a lot of videos competing with each other, as evidenced by yet another statistic: On average, users are exposed to 32.3 videos a month, or roughly one a day.

So how do you create videos that build your business and use them effectively in your marketing mix?

Like all things you do in any medium — print, digital, mobile — your content needs to have value, and that value can be improving someone’s circumstances, inspiring them to live a better life, or guiding them to do their jobs better, so they achieve their goals and advance their careers. Your videos need to create an emotional reaction that drives them to contact you for further information.

Here Are Some Tips

Regardless of your business genre, keep videos short and to the point. This is not your attempt to produce a Hollywood blockbuster. It is simply a way to tell your story with a medium that appeals to our senses and makes your brand come to life. Your videos should not be more than two to three minutes long. Go more only if your content justifies it.

Before you debut your videos publicly, test them. Ask non-employees and even non-customers to sit through your videos and give you feedback. Good questions to ask include:

  • Did it keep your interest?
  • What was the main message you took away from this video?
  • Did it inspire you to inquire more about our product or service? If yes, why? If not, why?
  • Was the length appropriate?
  • Did you think the production quality of this video was in line with other brand videos you have watched?

Like any marketing communications, always include a call to action and a response mechanism. Stay away from promotions, as they’ll expire before you’re ready to stop using the video. Make it clear how to contact you for more information through your email, website, phone numbers and social channels.

Keep your videos short. No one wants to spend more than two to three minutes watching a video that they know is intended to sell them something. Use their time and yours wisely, and keep your content on-task.

Use professional footage and images. Your video can be a slide show, with text fading in and out, or it can be a true video with all of the moving parts. Regardless of the format you use, use the highest resolution and quality possible. Your reputation is on the line, per the quality you project. If you are a high-tech company and you use low-tech video, that transfers to the perceived quality of the products you sell.

Create a YouTube channel to house all of your videos. You can archive videos on YouTube and on your website. For either option, include a transcript of your video to help you achieve higher SEO.

For B-to-C, you can add a little more fun and focus on life messages, not just brand messages. Coca-Cola does a great job of this. Its channel has more than 1.2 million subscribers and its views have topped more than 22 million for a single video. Coke’s “Happiness Truck” video, which shows a Coke truck dispensing gifts to people on the streets in Rio, has more than 1.6 million views — another inspirational message that worked to build the emotional equity of the Coke brand. Interestingly enough, its video with 22.3 million views as of this writing is about spending more time offline and enjoying the journey of life in the real world.

B-to-B Video Tip

For the B-to-B world, here are some tips:

  • Create product demo videos to showcase the features that set your products apart.
  • Show how your products compare to competitors, when applicable, and how your products fulfill the needs of your viewers.
  • Include statements from your company leaders to show their vision and help tell your brand story.
  • Include customers talking about their experiences with your product and your team. Video testimonials are powerful, because viewers can see the body language, the smiles, the looks of relief and hear the excitement in voices that written testimonials do not provide.

Again, consumers like to see brand stories in which they can see themselves. They want to be the proud father, or the mom being thanked by her Olympian child as shown in Proctor and Gamble’s “Thank You, Mom” ad series that makes many moms cry, no matter how many times they watch the videos. Consumers want to be the vacationers on the beach, the newly engaged couple, the happy family.

Find ways to associate your brand with what matters most to your consumers and then get creative and start writing video scripts that tell your story in conjunction with the goals they have for their lives.

Author: Jeanette McMurtry

Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at

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