Whether your video content is selling a product, service, solution, or an idea, the key to getting people’s attention, engagement, and eventually, buy-in, is the experience. But first things first, how to get them to press the play button?
If your offering can somehow connect to your target market’s emotions, you’re one foot into the inner chambers of their minds – where decisions are made – which are often based on feelings.
Many people are emotional rather than rational buyers. Just ask branding expert and one of Time magazine’s Influential 100 honoree for his work on neuromarketing, Martin Lindstrom. According to his studies, it’s the subconscious thoughts that trigger purchasing decisions, not the conscious ones.
So, the more you plant seeds of your product or service into their minds, the better your chances of making a sale.
But with so many videos competing for the customers’ attention out there, how do you get your audience to even press your video’s play button?
How to Get Your Audience to Check Out Your Video Content
Assuming your video content is all good, here are four ways to compel people to watch your videos – without annoying or deceiving them:
- Pin video on top of your social media feed – If it’s the first thing people see on your feed every single day, they may ignore it several times, but they’ll eventually be curious as to why you think it’s pin-worthy. They will eventually click play. Buffer says pinned tweets receive three times more engagement than regular tweets and ten times more engagements.
- Send it to their inbox – According to Forrester, videos in emails increase the click-through rate by 200 – 300%. Videos are so in demand even in emails that just by using the word “video” in email subject lines increase the open rate by 19%.
- Provide attention-grabbing headlines – It could be benefit-driven, sensational, emotional, or keyword optimised, but whatever you do, don’t neglect this all-important snippet of your video content. In 70 characters, you must let your audience know what to expect from your video.
- Create play-worthy thumbnails – Video thumbnails are pretty much like product labels, album covers, or movie posters. And no matter how often we are told not to judge a book by its cover, that’s exactly what we do every single time.
There you have it, a short but sweet list to ensure your videos get played. As for viewers sticking around until the end? It’s a matter of appeal, relevance, and quality.
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