The psychology behind persuasive marketing videos, and how to get people to watch them

The Psychology of Persuasive
Marketing VIDEOS
&
How to get people to watch them
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

NATHALIE NAHAI
THE WEB PSYCHOLOGIST
@TheWebPsych
TheWebPsychologist.com
InstituteOfWebPsychology.com
#@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM

PHIL NOTTINGHAM
NOT THE WEB PSYCHOLOGIST
@PhilNottingham
Distilled.net
Moz.com
#@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM

DOWNLOAD THE SLIDES
bit.ly/SMW14_video
THE WEB PSYCHOLOGIST @THEWEBPSYCH

Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
Unaware
Conversion

TYPICAL CONVERSION FUNNEL
New visit
Return visit
Sharer
Gives permission
Purchase
Upsell
Repeat customer

Segment goals according to
conversion funnel

MVC
(Minimal Viable Conversion)

A
B
V

Always
Be
Valuable

CONTENT IS KING
CONTEXT IS KING

Personalise content by user group

MIRROR YOUR AUDIENCE
• Language
• Intonation
• Pace
• Lexicon
• Clothing
• Gestures

PERSONA(S)
• Age
• Gender
• Personality traits (Big 5)
• Culture (country / peer group)
• Motivation (intrinsic / extrinsic)

Hyper Targeted
> One Size Fits All
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM
philnottingham

PERSONA(S)
Expressing goals in
terms of transitive verbs
#NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @@pPhHilInLoNttOinTgThINamG HAM

ACTIONING
The purpose of this video is to
[transitive verb] the audience into
“ [minimum viable conversion]
”

You can also dissect other videos in this way…
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM

ACTIONING
The purpose of this video is to
amuse the audience into thinking
“ of HubSpot positively
”

TODAY’S TALK
1 Conversion
2 Consideration & Advocacy
3 Brand Awareness

1
Conv ersion

PERSONALITY MATTERS
Adapting persuasive messages to
“ the personality traits… can be an
effective way of increasing the
”
messages’ impact
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012

EXTRAVERSION
Strong
Outgoing
Active
Excitement
Attention

OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creative

NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection

TOOLS
• Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
• Visual DNA visualdna.com/
• MyPersonality mypersonality.org/

VIDEO

VIDEO
• Trigger words for neuroticism
• Focused on customers’ problems, not product
features

Real people, with real expertise,
offering genuine advice

Don’t hire actors for conversion video

No one wants to buy things from these people

Authenticity
> Professionalism
philnottingham

Don’t duplicate the same video
across multiple pages

Each page must be the canonical result
for the video embedded on it

SECURELY HOST

Typically not relevant for a YouTube audience…

YouTube can cannibalise rankings in organic search

TRANSCRIPTIONS
Include text transcriptions as page copy:
• Valuable for users
• Provides unique and relevant text for product
pages, which helps with SEO

This is cheap and easy to do…

VIDEO SITEMAPS
@philnottingham
http://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/

Split test edits and stylistic adjustments

Ask for feedback after conversion:
“What almost prevented you?”

2
Consideration & Advocacy

#MININOTNORMAL
VIDEO

#MININOTNORMAL
The rest of the world You

#MININOTNORMAL
• Identity
• Being the outlier
• Culture
• In-group

WISTIA

WISTIA
• Aligned with core interest
• Experts in their field
• Trusted authority
• Provide value

WISTIA
Key
influencer

WISTIA
Key
influencer
Relevant
customer
Relevant
customer
Relevant
customer
Relevant
customer

ZOOPLA

ZOOPLA
Would love to buy a
property one day
Considering possibility
of buying a property
Actively looking
for a property

ZOOPLA
• Distilling complicated concept
• Reassurance and support
• Reducing ambiguity / anxiety
• Forging trust

HOSTING
• If you care more about reach – YouTube
• If you care more about lead gen – Securely Host

Ensure those embedding your video
link back to you

Implement Facebook OpenGraph
tags correctly

Make use of Twitter Cards

3
Brand aw areness

Gut reactions are formed in
>3s

What works on TV may not work online

Content needs to be actively watched
and shared to gain traction

We share because we care

To communicate our identity & information

EMOTIONAL TRIGGERS
Disgust
Surprise
Elation
Awe
Happiness
Sadness
Fear
VS Apathy

SHAREABILITY
“ Can I predict whether or not my
video will be shareable?
”
- Someone in the audience

TOOLS & RESOURCES

Subverting expectations

IDEAS
“ How can I come up with ideas
for branding videos?
”
- Someone in the audience

Customer insight Competitor insight Product truth
A lot of customers were actually girls buying for their partner

Customer insight Competitor insight Product truth
Leading competitor focused on unlikely guy getting the girl, but the
customer (the girl) doesn’t want the unlikely guy, she wants A MAN!

Customer insight Product truth
Competitor insight
Old Spice was something your Dad wore. But what do you associate
with your Dad? He comes from a time when men were men!

YOUR BRAND
“ Your brand is not what you sell,
it’s how you sell it
”

“love [your brand]”
“hate [your brand]”
“love [your competitor]”
“hate [your competitor]”
“love [category]”
“hate [category]”

Relevant to your
audience
>
Relevant to your
product
philnottingham

>
Clicks Keywords
philnottingham

WTF?!

Test adjustments in titles and
thumbnails before launch

Traffic Sources à YouTube Suggested Video

Consider Annotations in pre-production

viralvideochart.unrulymedia.com

You need a plan – can be PR driven,
can be paid distribution drive

102,000 Facebook likes, 777 Linking Domains

Start broad with paid seeding, then
refine based on return

Test and iterate with paid promotions for all pieces

Target specific channels and videos

1
“ Find out which of your competitors
have partner status enabled
”

2
“ Create an ad specifically targeted
towards their customers
”

3
“ Choose to only advertise via
TrueView on their channel
”

DON’T ALLOW ADS ON YOUR OWN CHANNEL!

You only want partner status if you’re trying
to monetize your content

Find outreach prospects with competitor analysis

OPEN SITE EXPLORER

References

REFERENCES
1 HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
2 J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online
30 April 2012.
3 Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
4 Visual DNA visualdna.com/
5 MyPersonality mypersonality.org/
6 HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
7 Optimizely (2014) https://www.optimizely.com/
8 Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting
9 LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees
10 Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices
11 First World Problems: http://www.boredpanda.com/first-world-problems-twitter/
12 http://global3.memecdn.com/one-does-not-simply_o_204186.jpg
13 http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg
14 Know More (Washington Post): http://knowmore.washingtonpost.com/
15 Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
16 Mohawk for Standard Life - ‘Potential. Delivered.’
17 Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices
18 Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them
19 Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg
20 DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
21 Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
22 Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
23 Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
THE WEB PSYCHOLOGIST @THEWEBPSYCH

THANK YOU!
PHIL
@PhilNottingham
Distilled.net
Moz.com
NATHALIE
@TheWebPsych
TheWebPsychologist.com
InstituteOfWebPsychology.com
T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH

The psychology behind persuasive marketing videos, and how to get people to watch them

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