8 Ways to Apply Marketing Psychology to Influencer Video Content
In today’s consumerist world, we are all constantly surrounded by marketing messages. As a result, many modern consumers are steadily becoming desensitised to old marketing techniques. Therefore, in order to produce effective marketing campaigns, brands have to think a little differently – and use fresher, more profitable strategies, such as marketing psychology.
One great solution to this problem is video marketing on social media. Consumers now spend several hours a day scrolling through Facebook, Twitter and YouTube feeds. Along the way, consumers encounter hours of video content, often starring leading social influencers. Naturally, that makes video content on social networks a great platform to promote your brand, and influencers prove valuable product endorsers. So, if you’re not already using influencer-led video content as part of your marketing strategy, start today.
Using top influencers and their video content to hook a consumer’s attention and promote your brand is a great start to improving your marketing strategy. But if you’re looking to really crack the consumer market, it’s not enough on its own. In order to optimise your marketing strategy, it’s essential to fully understand the psychology behind video marketing, too. And, when you apply these psychological strategies to your influencer-led video content, your brand can reach more consumers and achieve better results. Marketing psychology is an important element for every market to consider.
Here, we’ve listed 8 simple ways you can apply marketing psychology into your influencer-led video content. By understanding the psychology behind these strategies, and applying them to your content, you can make videos more engaging for your potential consumers. Then, in the long-run, your brand can boost its marketing strategy success.
1. Focus on emotions
Recent marketing psychology research from Nielsen suggests that emotions are central to an effective marketing campaign. Why? Because ultimately, emotions influence all our reactions. Emotions cause us to take impulsive, gut-instinct actions. Crucially for big brands, that includes purchases and actions such as engaging with influencer content.
So, how can you use video to create feel-good emotions in your viewers, which will hopefully encourage viewers to make a purchase? The answer is music. Psychology shows that music – unlike some other forms of media – it is intrinsically linked to emotion. Particularly in a marketing video, it’s a useful tool to use to influence emotions.
To maximise the effectiveness of a marketing campaign, brands should consider using influencers and feel-good music in conjunction with one another. For example, a number of top brands work with music social influencers. In these campaigns, the musicians promote products through songs. This ticks several boxes. The influencer’s popularity brings potential customers to the brand, whilst the musical backing triggers feel-good emotions in consumers – and both strategies ultimately boost sales. This just shows that applying video marketing psychology to your influencer strategy can make campaigns even more effective.
To find out more about influencers using music to promote products in successful campaigns, check out our article on English YouTubers taking over the digital advertising industry.
2. Choose the right headline (Stimulate curiosity)
Before you even start to analyse the video itself, we need to consider what makes viewers click to view video content on social media.
The answer is in fact actually fairly simple: it all starts with the title.
Viewers spot a video’s headline before they watch the video itself. So, it doesn’t matter how engaging or dynamic a video might be… If a title doesn’t fully grab a consumer’s attention, they won’t take the opportunity to watch the video at all.
So, how can we use marketing psychology to produce the best video titles, and subsequently encourage consumers to view our marketing videos?
The curiosity gap theory
Well, according to psychology professor George Loewenstein, the key is curiosity. In his theory, the psychology of curiosity, Loewenstein describes a so-called curiosity gap. This gap describes the space between what somebody already knows, and what he or she still wants to find out. According to Loewenstein, our inherent sense of curiosity stimulates us to take action, in order to fill the gap and learn something new.
A video title can trigger a sequence of events. For example, the headline ‘You’ll never believe the results of this 30 day workout routine’ is likely to pique the right target markets’ curiosity – therefore encouraging them to click the headline, in order to fill in the gaps in their knowledge.
You can also use top social influencers to pique consumers’ interest. Also, simply referencing popular influencers in a video title will encourage fans to check out the video and find out what they have to say. That will bring more awareness to your brand as a result.
The result of all this fancy psychology is that your video content gets more views, bringing more awareness to your brand. That’s a definite win for your marketing strategy – so headlines really are crucial to video marketing success.
Extra Tip: Choose the right thumbnail
Thumbnails can work in the same way as headlines, so don’t neglect this aspect when producing your video content. If you’re working with a popular influencer in your video marketing campaign, be sure to feature them in the thumbnail image. That will draw in fans of the influencer, and help your video to earn more valuable views.
3. Make every second count
According to data collected by Facebook, 65% of people who watch the first three seconds of a video will continue watching for at least 30 seconds. So, it’s vital to catch a viewer’s attention immediately, for a video marketing campaign to be a real success. This backs up existing psychological research stating that the human attention span is relatively short.
For reference, see this video by This Girl Can, which uses several quick shots featuring different scenes to catch a viewer’s eye. With these fast-moving frames, the campaign aims to intrigue consumers – and encourage them to continue watching, rather than clicking off the screen.
This tip can also be applied to influencer marketing strategies. When you work with a social influencer on a video marketing campaign, be sure to reference or feature them within the video’s first few frames. That name-drop or glimpse could encourage thousands of consumers to continue engaging with your video marketing content after the first few seconds.
4. Don’t ask too much of your viewers
As we just mentioned, psychological research shows that the human attention span is relatively short, so brands should aim to catch a viewer’s attention within the first few seconds of a video. But brands should also keep short attention spans in mind when considering the total video length of their marketing content. Why? Because when a video is long, brands are asking consumers to make a big commitment in watching the full marketing campaign video. This could backfire completely, resulting in consumers not engaging with the campaign as much as they would have.
As an alternative, successful marketers use the foot-in-the-door technique. This is based on a psychological marketing theory, which states that brands should initially only ask customers for small commitments. Slowly, these commitments pave the way for larger and more permanent pledges to the brand.
This theory can be applied to video marketing, in order to optimise your influencer campaigns. Make your initial influencer-led video content relatively short, in order to ensure viewers engage fully with the campaign. If the campaign is truly effective, consumers will come back for more content from you and the influencer, and will invest in your brand more permanently.
5. Be more visual
A visual stimulus makes marketing more effective. This is because the human brain is designed to process visual information. In fact, it can understand visual information in just 250 milliseconds. For this reason, watching something is the quickest and easiest way for people to learn something new.
To maximise the effectiveness of your influencer marketing strategy, you should apply more visual content in your campaign. Naturally, video is a highly visual medium, so show popular influencers using and enjoying your product in video marketing content. As the science shows, consumers will quickly grasp the product placement, and their brains will soon relate your brand will their favourite influencer. That endorsement – delivered in a direct, visual way – should quickly boost your brand’s image, and will eventually lead to better sales.
6. The importance of credibility
According to Unruly’s research, 97% of Internet users don’t fully trust advertising. In order to continue to attract consumers to your brand, it’s vital to gain this trust back. Consider the psychology behind the brand-consumer relationship. When a consumer trusts a brand, they will respond to it in a more positive way. That can translate into sales and success. In fact, 92% of consumers trust the opinions of others compared to 33% that trust branded digital ad banners.
To reinstall this sense of trust, many brands use trusted social influencers to back up their claims. For example, in this video, YouTube makeup artists and beauty gurus Pixiwoo praise a new product by Elizabeth Arden cosmetics. As this backing comes in a visual video content form, it really brings the message home to viewers in a direct way.
7. Give to receive
We’re all told not to give to receive… But let’s be honest, reciprocal relationships work – and psychology experts agree.
So, how can you use the practice of reciprocity to improve your video marketing strategy? Well, consider it this way. When it’s done well, influencer-led video content can be funny, informative or uplifting. Ultimately, it’s entertaining for viewers. And when viewers feel they have been entertained by your brand, by the laws of reciprocity, they may feel they owe you something in return.
That could come in the form of a like, a share of even a purchase. Whatever the result, it will likely equal success for your brand. Just check out this IKEA Germany YouTube campaign, which featured popular YouTubers competing in a hilarious fast-paced challenge.
8. Social proof your video content
You may already know that the social proof theory, associated with psychologist Robert Cialdini, is highly important in marketing. The theory suggests people are more likely to do or believe something when they see others doing the same. This is of course very important for brands, as social proofing will encourage more people to invest in your products.
So how can we apply social proofing to video marketing content produced by influencers? Well, consider this. Social media ‘likes’ play a part in social proofing, as they signal to the public that something is widely popular. Therefore, in order to social proof video marketing content, brands need to ensure their videos are being highly engaged.
This is where a strong influencer marketing strategy comes in. Top social influencers have a higher follower count and better engagement levels than normal social media users. Therefore, using influencers in a campaign will earn your video content more engagement, a bigger and inspired audience that are susceptible to being persuaded by influencers. Subsequently, that ‘social proofs’ your video marketing campaign, and will lead to more people checking out your brand. That’s another impressive result for your marketing campaign, showing that applying psychological theories to your influencer-led video marketing content can be truly effective.
Want to hear more about marketing psychology?
As these tips show, marketing psychology is vital to the success of a video marketing campaign. For this reason, applying this psychology to your influencer-produced video content will improve your influencer marketing strategy, and make your campaigns more effective. In the long run, that can only boost your brand’s reputation and sales.
We hope this article has given your brand some useful tips, by showing you how to apply video marketing psychology to influencer marketing campaigns. To find out more about influencer marketing, and how to use leading social influencers to make your marketing campaign a success, get in touch with PMYB today.