With over one billion independent and unique videos viewed on Youtube each month, and social media giants like Facebook and Snapchat moving to focus on more video content, just why is video becoming so popular? Well, one reason is that in this modern era we have information overload and it is much easier for us to watch and listen than it is to read. But why will consumers watch your video? It is currently thought that emotions are the most important motivator. So what does this mean?
Emotion driven engagement
There are 8 different emotions that promote engagement with your video and these are defined by AOL as content moments. They include the feelings of being in the know, being comforted, being connected, entertainment, “feel good”, finding new information, feeling inspired and finally, feeling up to date socially.
What does this mean for video marketing?
Each piece of video content you produce needs to engage with the viewers and promote one of the above, mutually exclusive, emotive areas. This simply means choosing one area and sticking to it throughout the video be it entertainment, imparting knowledge, or helping someone feel connected.
Interestingly, it is thought that the emotive engagement with video content differs depending on the device used. For example, people watching video content on a larger screen such as a tablet or laptop are more likely to engage with the entertainment and feel good video moments. Perhaps this is in relation to the location of the person at the time of watching, but the more internet based being in the know, and finding new information video moments are more often watched by viewers on a smartphone or smaller tablet, who are perhaps looking for a quick answer to a question. This can influence how you choose to market your videos and the length and detail you opt for depending on purpose.
Timing can be key. If people are at home and relaxing then they are more likely to be interested in watching a feel good or entertaining moment, and it is recognised that they will also spend longer (up to twice as long actually) engaged with this later at night rather than early in the morning. This can really make a difference to the release times of your video content, and also the times you schedule to promote your video content.
Overall, emotions are behind human interaction and engagement with your video content. To make your video a success, not only must it be good quality, available on multiple platforms and released at the right time for more engaged viewing, it also needs to appeal to one of the eight emotive areas: being in the know, being comforted, being connected, entertainment, “feel good”, finding new information, feeling inspired and finally, feeling up to date socially.