What exactly is quality video content?
According to a study by Rice University Department of Psychology, viewers tend to equate likability to quality. That they’re more likely to rate a video’s quality as “high”, even if it isn’t — if they like it.
This is an example of what marketers already know about a lot of customers in general. That they have a subjective take on quality and they tend to be emotional decision-makers more than rational. Harvard Business School professor Gerald Zaltman says 95% of purchase decision-making are done unconsciously and that the conscious mind will always generate justifications for the emotional decisions.
This behaviour, this very human tendency, is why the advertising and entertainment industries will never die, but just evolve.
The objective side of creating a video deals with the technical aspects of production, such as technique, and hardware and software. They’re the essential medium or vehicle for the idea or message, but they must take a backseat to the formulation of a vivid customer story.
So, what is quality video content? The answer is, again, psychological and not technical. Quality video content is one that influences the viewer to take the next step, which usually comes in the form of effective storytelling, which essentially addresses and solves people’s problems. In short, it should answer the customer’s question of, “What’s in it for me?”
Insight Demand CEO Michael Harries says to tell stories because according to research, they activate the part of the brain that processes sights, sounds, tastes, and movements, “Contrast this [storytelling] approach to a salesperson delivering a data dump in the form of an 85-slide powerpoint presentation.”