The Neuroscience Behind Video - Why it Works!

April 27, 2020

Ever wanted to know why people love video content? How video stimulates our minds? And why video is more effective…

Ever wanted to know why people love video content? How video stimulates our minds? And why video is more effective than images and text?

We can connect these dots by looking at the neuroscience behind video. As humans, we want to be part of a tribe, and we get this from being in physical proximity with others. Think about the last time you were at a concert, for example. The physical closeness of others makes you feel connected – even when you don’t know them. This fact is the same reason why when you see actors in a film, you feel close to them.

What’s the theory behind this?

One neuroscientist by the name of Edward T. Hall identified four distinct zones of personal space:

  1. Intimate space
  2. personal space
  3. social space
  4. public space

The closer you are to the center of the circle, the more powerful the human connections.

In moments when we can’t physically be in the same space, and especially with social distancing restrictions in place, video can be a great solution to this.

Through video, you can trick your mind into thinking that the person is in close physical proximity to you.

This is achieved through what scientists call mirror neurons. These are neurons that are triggered by a set of actions audiences are familiar with and encourage them to mirror the behaviour seen. When you see a person talking to you on camera, your mirror neurons trick you into thinking that they are closer to you than they actually are! It’s also the reason why when you see someone on screen bite into a lemon – you can taste the sourness too.

Thanks to the intimacy of video, it can be a useful tool to connect with consumers on a more personal level.

Here are three ways you can use it:

1. On your website

You can put this anywhere on your website from a landing page, or even your contact page.

Videos can be highly effective in the decision-making process, particularly when consumers are deciding between alternatives and need that extra push from your brand.

When you set up your video, make sure to have good lighting and be presentable on camera – being presentable on camera gives your viewers a good impression.

2. LinkedIn videos

LinkedIn loves video. It surfaces video to more people in your feed than just text. So, if you’re looking for more views and reach on your page, you should try your hand at video.

If you are unsure where to start with video, we can help! Send us a message and we can find a solution that best fits your needs.

 

3. YouTube

As people are proven to connect with video, creating a stream of regular videos can be a great way to reach and engage your audiences. YouTubers are great examples of how videos can be used to connect with audiences and build rapport.

With social distancing measures in place, now’s the best time to accelerate your business with video marketing.

Looking for a professional video team, a DIY film kit, or video support? Get in touch with us.

 

This blog was inspired by David Meerman Scott: Marketing – Make Fans Now