Animated Video and the Human Mind
Since human beings began communicating, we have been struggling to find ways to do it better. Whether that means drawing on the cave walls, or posting a Vine, we know that the best kind of communication is visual. As we are building a world that accommodates this trend, people are only going to become more dependent on visual communication.
Our fixation on visual entertainment is exactly why the human mind responds so well to animated videos online. They embody all the things that we want; they allow for social bonding, and they keep us engaged. Here’s the psychology (and a little neurology) that explains why we love animated videos so much.
Sharing And Bonding
One of the great advantages of using social networks as an opportunity to market your business is that it creates an opportunity for your clients to tell other clients what a great job you’re doing. For a long time, we have found that word-of-mouth is the most effective marketing method. People go to businesses that their friends have recommended. Even though we’re seeing a shift towards finding your business online, there is no doubt that some of those online sources are referrals from sources people trust.
The beauty of this is that it not only gives you a customer, but it gives you credibility. Imagine a stranger tells you that they are really good at playing cards. You may not believe them because you don’t know them. But if you were to hear from your friend first that the stranger was good at playing cards, you would be far more likely to believe them. This can be applied to viral branding videos; when their friends share your video, they see that your goals are aligned.
30% of our brain engages in the processing of visual information. This compared with the 3% engagement for hearing alone is a statistic that sort of speaks for itself. Is there really anything else we need to know? Visual information is engaging, and moving visuals (AKA videos) are able to maintain that level of attention. When you post an animated video, people don’t just watch. They pay attention.
In the last half century, marketers have slowly begun to realize that humans naturally attach human characteristics to non-human things. This process is called anthropomorphizing. This tendency to see humanness in things that aren’t actually human is what allows marketers to build brands.
Because videos are so much more engaging than other forms of media, if they play on your emotions, they have a much bigger impact than the same information might in text format. A video allows you to communicate your brand’s personality while engaging your audience emotionally, making them considerably more likely to remember you.