How to Use Psychology to Make Persuasive Video-Nir&Far-Episode#48

Compared to other media types on the web, video is unique in the immediacy with which it can convey a vast amount of emotional and informational content to its viewers. By virtue of the fact that video is an instantaneous form of communication, it has the advantage of being able to create a shared experience, in which people can watch the same thing at the same time, wherever in the world they might be. As with all social content, enabling people to participate in such a way can create a profound sense of connection and community, which can help generate word of mouth and amplify the reach of your message. Unlike images or copy, video (and audio) set the pace at which a story or message is delivered. Although it is true that people can stop watching whenever they choose, the analytics tools built into video hosting platforms are making it easier than ever before to assess when people are bouncing away. This means that you can track exactly how far individuals get through a piece of content before they stop consuming it, which may help infer why the video isn't engaging its viewers as expected. This can then inform the process by which you optimise your media, making video one of the most trackable forms of web content, as well as one of the most emotive. When used onsite, videos can also help boost conversion rates, both in general and when used to showcase specific products or services. A private study exploring customer behaviors on electrical goods website ao.com , found that those who watched a product video were 100 per cent more likely to convert, spending an average of 9.1 per cent more than those who didn't. In another study , customers who watched videos (of all kinds, not just those of products) on wistia.com were found to be 63 percent more likely on average to convert. You can read the Nir and Far blog post on: How to Use Psychology to Make Persuasive Video Nir & Far, a podcast about business, behaviour and the brain by Nir Eyal. If you enjoy this podcast, please

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How to Use Psychology to Make Persuasive Video-Nir&Far-Episode#48 is an episode from Nir And Far: Business, Behaviour and the Brain.

This episode is 13:37 long.

This episode was published on Mar 19, 2018.

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