In the midst of thousands of voices competing for market attention, a marketers main aim should be to stand out in the first instance and be remembered in the second. This is no easy task.
As well as creating ‘memorable’ content, there are ways to engage your viewers with your videos that will activate other learning faculties, which should mean that they are more likely to remember your video.
5 ways to use online video to be remembered
Potentially a very annoying option (see GoCompare advert below for example). Repetition is useful not only within a video, but also across all of your videos. This is about your branding and the consistency of your brand. Repetition will cement who you are in your customers minds. The aim is for a slogan, melody or logo to be easily identifiable as you – every time.
If you have a smart phone, try this logo game. It really highlights the power of a logo and how your memory works. You will have seen some of them so many times that you will know what company a logo is for, even if the graphic is incomplete.
2. Use Music in your online video productions
GoCompare harnesses another powerful memory jogger; music. Some tunes will just stick in your head and that is what they have achieved with this campaign.
Music occupies more parts of our brain than language does. We are musical creatures. For an in-depth look at this you should read ‘Musicophilia’ by Oliver Sacks. Think about how many adverts use music and what those adverts would be without the music.
This John Lewis ad helped push the theme song by Paloma Faith into the charts. Of course, John Lewis were smart to use an established artist for their theme song. It is a strong visual advert in it’s own right which also makes it memorable – the juxtaposition of the two eras is simple but very effective:
3 Use Positive and colourful imagery
Our memories have the convenient habit of blocking out negative images. Colourful images are easier to remember.
Psychologists have found that the brain expects natural colour – i.e. what we see in the everyday world. Anything else, e.g. black and white, struggles to make connections that are as strong within the brain. So, if you are ever struggling to remember a scene from a black and white movie, this might be the reason why!
4 Use humour in your video productions
Humour is possibly the best way to connect with an audience. Being funny doesn’t come naturally to all of us and in order to pitch any comic intentions correctly, you need to understand your audience and how they will receive your humour. Laughter can help solidify a memory. If someone has had a really good giggle at a video, they are more likely to remember it – particularly because they will be keen to tell others about it.
This is an old advert that AdWeek voted as the number one funniest commercial of all time in 2011. Humour is very subjective – what you find funny might not be what I find funny. Hence it being imperative that you understand your own audience.
5 Engage other learning faculties
Different people learn differently. If you can engage different learning faculties in your audience e.g. kinetic as well as visual and auditory, you will help people remember you when they might not have otherwise.
A call to action such as ‘post a comment’ will help to cement your video in the viewers mind because they will have been involved with the video on another level. You could also engage logical/mathematical faculties by posing a question or a challenge. See the diagram below which lists the different learning styles:
image from: http://david-laredo.blogspot.co.uk/2012/09/the-different-ways-to-learn.html