It has been proven that marketing messages presented in videos tend to be more memorable. Fortunately, while memories tend to fade over time, memories formed while watching videos do not as much.
Videos make marketing messages more memorable
Unlike motionless images, videos have the ability to accurately depict scenery, circumstances, sounds, actions and results with great detail. By combining sight, sound and motion, videos arouse emotions more completely so people can feel more, which helps them better remember details they might otherwise have forgotten. On top of that, videos have a way of making messages more relatable. This is important because when people make purchases, they primarily buy because of what they believe they’ll receive in return.
For example, when people watch videos about accounting software, they may not feel super excited until they see and feel how much better the new software might work for them compared to what they’re using at the time. Or, if they’re shopping for a new mattress, they may not feel excited about looking at display floors filled with hundreds of them that they don’t know the differences in until a video shows them. Then they’ll feel better about what they’re doing, and more than likely, they’ll attribute their improved feelings to the video they just watched and the company who shared it with them.
Also, with videos, special moments and good times can be replayed so people can enjoy the feelings they felt over and over again when they actually occurred. Conveniently, today’s digital cameras allow people to capture memories instantly. They can also be shared instantly, and mobile technology has made it to where videos can be watched just about anywhere at anytime.
To stick to our marketing theme, the best way for companies to ensure their messages get remembered is to present them in videos. This is true not only because more senses get aroused, but because more can be said and revealed accurately in less time. Also, and perhaps most importantly, videos can be rewatched and shared easily. For these reasons, marketing messages presented in videos routinely outperform those presented in print, audio, and other forms of motionless communication.
Videos help memories last longer
As people age, it becomes increasingly difficult to remember names, dates, and even where stuff gets put sometimes. Basically, what happens is the recollective powers of the human brain dull as people get older and their brains, like their bodies, are no longer in tip-top shape.
But what actually causes memory and other cognitive abilities to go soft as people age?
Research has shown that bundles of axons (tubular projections sent out by neurons to signal other nerve cells) deteriorate over time. These conduits, collectively referred to as white matter, help connect different regions of the human brain to allow for proper processing of information. However, researchers have found that these white matter pathways erode as people age, which impairs communication between different areas of the brain. Ultimately, the white matter naturally degrades over time causing communication to be disrupted between brain regions.
Videos will always have a presence
As long as there is software available to deliver a video and support its format, it will last. Fortunately, changing the format of a video is easy with the right software and there are plenty of free apps to do it.
To keep things simple, most software allows users to choose their device, such as an iPhone, rather than asking them to pick the correct settings. However, the MP4 format is currently the best choice for practically all modern devices because iPhones, Android phones, TVs and most computers will play MP4s without a problem.
While it has been said that the only things certain in life are death and taxes, I believe improved technology is safe to add to that list. Since the beginning of time, mankind has always found ways to make improvements in technology, and that should continue to be the case with videos. They’re simply too useful for it not to happen.
Having owned an advertising magazine in Utah, I’ve worked in marketing for over twenty years.
I started writing for MediaFast in 2014. The first time I held one of their video brochures, I thought something like, “Wow! This blows away our magazine and any other print advertising I’ve ever seen. This is like a TV commercial, and I’m holding it in my hands. Amazing!”
Since then, video brochures, video mailers and video boxes have become leaders in marketing performance. It’s a privilege to write about them. I also love MediaFast—with its top-notch product quality, industry leading customer service, and all of the wonderful people I get to work with.