I’m sure by now you’ve heard that hundreds of marketers are using video as a marketing tool, but other than the fact that they are easy to digest, what is it about video that makes them so effective for communication? 

Before jumping into the topic, here are just a couple things that you should probably know about the power of video

When watching a video, viewers retain 95% of a message compared to a SUCKY 10% when reading it in text. In fact the people have spoken! They say video is their favorite type of content to see from brands on social media. 

Ok ok i know you guys are business men. (or women) You are all about making money. I get it.. But hear this! If you’re all about your ROI, or return on investment as we like to call it out here in the business world, a 2018 Animoto study showed that “88% of marketers are satisfied with the return on investment from their video ads.” The other 12% I'm guessing just made some pretty crappy videos. 

But that still doesn’t answer our question!

Why is video so much more effective than other forms of media?

When you look at techniques used in film and cinema you discover that videos have the power to manipulate emotions and influence more effectively than any other form of content. Here are 3 reasons how the art of film can be used to enhance your marketing strategy and more importantly, to grow your business.

1. Video offers an immersive experience 

In order to fully participate in a well produced video, it requires you to use all your senses. Compared to other media which require using just your eyes, or maybe just your ears, a video allows you to appeal to all of your audience's senses at once which is rare in this day and age where are constantly being bombarded with images and messages, to the point where most of us have learned to just mute them out. By getting the audience to completely surrender their senses, you can essentially teleport them anywhere you want them to go, providing an escape from reality caused by a drop in their defenses. Which places you in a position to influence them more effectively. 

2. Videos are transformative

Videos have the power to touch people, opening them up to new ideas. A single video can change the entire course of history. It has the power to influence culture, politics, and even laws. Theories such as the bambi effect reveal the influence that films have on public policy given the combination of elements such as music, movement, and color. Which essentially can be used by filmmakers to influence how an audience feels. Over the years, filmmakers like Lev Kuleshov have proved that a series of images together can create ideas and emotions in an audience's mind. 

In other words, videos give you the power to create feelings, and feelings cause people to take action. Actions such as spending more money.

3. Videos provide a deeper understanding of who we are

If you’ve ever been overlooked, whether it’s because of your gender, your race, or your whatever, then you know exactly how horrible it is to feel invisible. That's because one of the greatest human needs, is the need to be appreciated and understood. Believe it or not, this applies in business too. The tendency for others to see you for what you do, and not for who you are, is largely because you’re spending most of your time and advertising dollars making sure of it. Videos provide the perfect framework for your brand to discover who you really are. That’s because one of the most important components of the video production process is determining your story. Without a story, there’s no video. 

Every story consists of 5 basic but essential elements. 

1. Character

2. Setting

3. Plot

4. Conflict

5. Resolution
   

Without these elements there IS no story, and without a story you’ll quickly notice how hard it is for your audience to keep up.

Key Takeaway

The great power of video can be harnessed by literally anyone. You don’t need to go to the movies to enjoy a good film, and you don't need to be Speilberg to create a quality product. Modern technology and the internet have opened up doors so that average Joes, just like you and me, can use principles discovered through years of cinema to discover your own business in order to tell stories that fascinate your audience. Submerging them in a sea of emotions, speaking straight to their soul, and inspiring them to take action.