The halo effect is not a new psychological phenomenon. It was first researched by Edward Thorndike back in 1920 in a paper called “The Constant Error in Psychological Ratings”. He found that once people have a perception of a person and judge them on one specific level that this judgement then rubs off on their perception of the person on many other levels.
This phenomenon has a number of potential applications for video marketing. The video will take you through the phenomenon in more detail and give you 4 clear ways to use the “halo Effect” in video marketing.
In case you have any issues with the video playing, here is the script:
In this video I am going to tell you about the ‘the halo effect’ and how it improves the response for your online videos.
The halo effect means that we form overall opinions about someone once we have a few specific reference points about them.
We assume just because someone is good at ‘A’ they will also be good at B and C.
An example might be that because someone is likeable, we assume they are also intelligent, and like us in return.
Politicians are masters of the halo effect. If they come across as friendly and kind, that impression can provide a different context for opinions and policies which are the opposite of friendly and kind.
Tony Blair is a great example of someone who has used the halo effect to his advantage. There are ways you can use the halo effect to your advantage when producing online video.
Here are four techniques you can apply:
Firstly, collaborate with a well-known brand, reaping the rewards of allying your reputation to theirs.
Secondly, if you interview well-known people in your video, you will be associated with the glow of their halo, and benefit from their credibility and their following.
Thirdly, produce some extra special “halo”videos alongside your normal output. These will encourage buy-in to your other video content. Car companies do this by promoting a special, exclusive model to imbue the others in the range with a special perception.
Finally, refer to respected experts and white papers in relation to your business. By association you will gain kudos and thought leadership.
The halo effect can unfortunately also have a powerful negative slant. A single bad trait can be easily projected onto an individual or brand, and this takes a long time and be very costly to put right.
For instance, when Gerald Ratner said in an unguarded moment that a prawn sandwich lasted longer than one of his diamond rings. It cost him and the company millions in lost sales.
The power of the impressions we form are indelible; get a first impression wrong and it is almost impossible to undo the damage.
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