At HubSpot, our one-minute Facebook videos usually receive more opinions than our longer videos. So how is it that our third most viewed video right now is almost four minutes long?
Facebook will boost a videoas organic reaching if it deeply engages spectators, so we knew our video needed to grip our audience from start to finish — especially since itas four times longer than the majority of our videos. If it didnat captivate them, Facebook could squash the videoas organic distribution.
To maximize audience participation, we implemented psychology-backed hacks throughout the entire video. Letas check it out and the takeaways below to learn how to capture an audienceas attention.
6 Psychology-based Hacks for Stimulating Engaging Videos
1) Spark Curiosity
To spark on-demand curiosity, George Loewenstein, Professor at Carnegie Mellon University, recommends leveraging the information gap theory of curiosity.
The theory states that sensing a knowledge gap between what you know and what you want to know compels you to take action to fill it, like clicking through to a story.
We evoked curiosity in our viewers by using a simple, yet thought-provoking headline: Entrepreneurship is Back .
This title can trigger loads of questions from our audience, like aEntrepreneurship was gone? a, aWhat does it look like now? a and aHow can I be an entrepreneur in todayas age? a, to enhance the odds that they would click on our video.
By inducing curiosity and leaving questions unanswered, we could succesfully create a gap between what the reader knows and what they want to learn.
2) Hook Your Audience
When Facebook analyzed their usersa video intake data in 2016, they discovered that 45% of people who watch the first three seconds of a video will keep watching it for at least 30 seconds.
This helped us is understood that triggering our audienceas curiosity wasnat enough to engage them. We needed to instantaneously hook our viewers in the first three seconds. The human attention span isnat long enough to be entertained by sluggish content.
What hooks people, though? According to Buffer, an effective video hook visually engages spectators and previews the videoas core message. Hooks are potent because they can simultaneously grab your viewersa attention and generate interest in the rest of the video.
During our videoas first three seconds, we rapidly cut between numerous Shark Tank pitchings. The swift frames caught our viewersa eye. And if they recognise the entrepreneurs, they knew exactly what the video was about.
The narrator rapidly summarizes the videoas main point too. He cuts right to the chase, informing the viewer that the video encompasses the rise of entrepreneurship. Many of our viewers dream about starting their own business, so this quick sketch of the topic definitely piqued their interest.
3) Make It Visual
When we were newborns, we relied on vision to associate objects with behaviors, like a ball meaning play period. Vision was the only style to learn about the world.
Thatas why you can understand visual info in 250 milliseconds( nearly two times faster than a blink of an eye) and why your visual system activates over 50% of your brain. Watching something has always been the best style to learn.
Since visual storytelling helps people comprehend concepts and data easily, we decided to complement our videoas text and narration with dynamic graphics, popular movie scenes, and footage of real people.
Each time our narrator expanded on a notion or some data, our viewers could listen to the information and watch a visual representation of it. This helped them form a concrete understanding of the videoas central idea.
4) Tell a Story
When someone tells you a narrative, they can plant their personal experiences and notions immediately into your intellect. You start to feel what they feel.
Powerful stories evoke empathy since they are activate parts of the brain thatad operate if you actually experienced the storiesa events. If person describes feeing a plate of lobster mac and cheese, your sensory cortex suns up. If person recounts scoring their first touchdown, your motor cortex enlivens.
By utilizing our memories to recreate the storyas sensory details, we turn its events into our own idea and experience.
Our video told a tale about entrepreneurship. More specifically, entrepreneurshipas history, its economic benefits, and the rationale for why its recent rocky past, current resurgence, and hopeful future.
By weaving these facts into a narrative, our viewers could place themselves into the modern entrepreneuras intellect. This allowed them to relate to the lack of fulfillment the awork to livea mentality provides and the impact their potential entrepreneurial pursuits could have on themselves and the world.
5) Inspire Your Audience
According to Psychology Today, brand predilection is largely an emotional decision. Humans associate the same personality traits to brands as they do with people.
Choosing your favorite brand is like choosing your best friend, and since we spend time with the ones who make us feel good, we engage with the brands that also attain us feel good.
If you want your videos to resonate with your viewers, then they need to kindle warm impressions. In fact, happiness, hope, and excitement are some of the most common feelings that drive viral content.
By highlighting the digital ageas low marketplace entry expenses, a decreased need for investors, and the ability to efficiently build unprecedented quantities of brand engagement through social media, our video inspired entrepreneurs everywhere to maintain pursuing their dreamings. Their futures have never seemed brighter.
6) Build it Credible
Trust is pivotal in the inbound marketing world. If our viewers didnat trust us, they would never consume our video content. And just because we stamped the HubSpot brand on the video doesnat automatically validate its points.
Thatas why we featured clips of Jack Delosa, Founder and CEO of The Entourage, backing up our points about detecting a number of problems before you provide a solution, the purpose behind starting a business, and the power of social media.
Heas an established entrepreneur and an outside source, so his backing assist bolster our videoas credibility and, in turn, our audienceas trust in our content.
On Facebook, video isnat king. Engaging video is king. And to create gripping videos, you need to be able to understand and predict human predilection and behavior.
Nowadays, psychology isn’t simply a college prerequisite. It’s the core of marketing.
Read more: blog.hubspot.com