What makes video so powerful as an influencer in the marketing arena? What is it about those moving images and sound people find so captivating? It turns out we’re wired to love the video experience, though we might not realize it.
Our response to voice and movement relates to video production
Survival in humanity’s earliest days depended on many things, including the ability to notice and react to movement. To this day, the moving image captures the attention like nothing else. Need proof? The next time you see something “in the corner of your eye,” you will, without doubt, have noticed movement. Something unmoving does not excite peripheral vision.
All animals communicate with sound, some in an extremely sophisticated way, such as birds and chimps. If you’re a dog lover, you’ve certainly noticed your canine friend’s expressive ‘vocabulary.’ But in the tumult of sound around us, the human voice is the one we are most attuned to. That’s why you are more likely to hear someone yelling your name over the noise of waterfall rather than a sound at a similar decibel level, such as a calling bird. It’s in our DNA. Combine movement and sound; add color and a good story – and we’re hooked!
‘Seeing is believing’ is not just a video expert thing
Infants have been shown an ability to read facial expressions. Infants! In fact, outside of the five senses, interpreting facial expressions for meaning is the most deeply embedded ability we have to get information from those who share the world with us. We are also more likely to remember information when the source is a face and a voice, especially if they communicate qualities of sincerity and credibility. Wonder why successful news anchors and actors get paid so well? Now you know!
Studies show dwell time on websites with video is 2 to 5 times longer than websites without. This longer engagement time increases conversion to sales by up to 30%. What makes people stay? Movement, human voices, color, and stories (or as we say in the marketing game, content).
If you haven’t already, check out why clients choose Shape Digital Media for their video production here.