{"id":1198,"date":"2018-03-27T14:39:54","date_gmt":"2018-03-27T18:39:54","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=1198"},"modified":"2021-02-26T10:58:07","modified_gmt":"2021-02-26T15:58:07","slug":"how-to-use-the-six-persuasion-principles-in-your-video-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/how-to-use-the-six-persuasion-principles-in-your-video-marketing-campaigns.html","title":{"rendered":"How to Use the Six Persuasion Principles in Your Video Marketing Campaigns"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Choice overload is a cognitive process in which a person has a difficult time making a decision when faced with many options. If it sounds familiar, it\u2019s because it\u2019s a universal problem. There are few industries left that are not hyper-competitive and crowded with options. Couple this with the fact that we are all bombarded practically non-stop with advertisements in-person, on television, radio, podcasts, and online and it\u2019s easy to wonder how any of us is able to make a purchasing decision at all! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, the brain has some favorite ways of helping us to overcome the issue of choice overload <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> when properly understood, smart video marketers can leverage these common cognitive shortcuts to better-serve their audience. <\/span><span style=\"font-weight: 400;\">Today, we\u2019ll review the six principles of persuasion, taken from Dr. Robert B. Cialdini\u2019s book \u201cInfluence: The Psychology of Persuasion\u201d. We\u2019ll take a look at the psychology behind each principle and share examples of how each can be effectively incorporated into your marketing videos.<\/span><\/p>\n<p><!--more--><\/p>\n<h2>Authority<\/h2>\n<p><span style=\"font-weight: 400;\">Very early on in life, we are taught to listen to authority mainly in order to ensure our safety but also as a sign of respect. After all, parents and teachers know more than children not to mention they\u2019re the ones controlling the rewards and punishments. As we get older, the authority figures we listen to may change (from parents and teachers to employers, police, and political leaders for example) but the societal stability and setting of expectations it affords us generally continues on and so we carry on in respecting authority figures. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We want to feel confident when we are choosing between different options. When we\u2019re making a decision about something we don\u2019t know very much about, we\u2019re usually willing to listen to someone who does in order to bolster our decision-making confidence. This is true in any industry and you\u2019ll often see it employed in fields like medicine and law where the stakes can be quite high if the wrong decision is made. There are three common ways you\u2019ll see authority incorporated into brand messaging: Position of power, clothing, and trappings. Take a look at the following video to see how each can be incorporated: <\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/LgTiW4rQEkI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">In this video, Dr. Nichols immediately introduces herself using her various titles and sharing her professional experience. As a video marketer, simply including titles and experience as text overlays or directly in your script signals to your viewers that they can trust the knowledge and experience you offer, making them feel confident in the decision to purchase your services. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, Dr. Nichols presents herself extremely professionally &#8211; It\u2019s no accident that she\u2019s wearing a crisp white doctors coat or that in the shots of her working on patients, the coat is buttoned up so that you can see her name and title. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perhaps the most subtle of the three ways to show authority is trappings but if you know what you\u2019re looking for, you\u2019ll notice it in this video: the b-roll shots of the beautiful, bright office and the subtle mention of her previous work experience in the high-end Upper East Side neighborhood. In just under one minute, Dr. Nichols has established that she is an authority in the practice of dermatology. <\/span><\/p>\n<h2>Likeability<\/h2>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/T3zMMeFK4-Q\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n<span style=\"font-weight: 400;\">Here\u2019s a shocker for you: We are more likely to say yes to something when the person making the request (or pitch) is someone we like. Therefore when creating a video, the important question to ask yourself is \u201cHow do we make our audience like us?\u201d Luckily for advertisers, social scientists have been on the case for decades and getting people to like you (or your brand) breaks down like this: <\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Physical Attractiveness:<\/strong> Good looks suggest other favorable traits such as integrity, humor, and dependability <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Similarity:<\/strong> We like people we can relate to in terms of interests, opinions, personality, and background<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Compliments:<\/strong> Receiving praises makes us feel good so we tend to like those who give it to us<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Contact &amp; Cooperation:<\/strong> There is a sense of commonality and community when we\u2019re working to fulfill a common goal<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Conditioning &amp; Association:<\/strong> We like to support values and ideals that are similar to our own <\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The American bohemian apparel and lifestyle company Free People knows what makes their audience like them and their <\/span><span style=\"font-weight: 400;\">\u201cLove What You Do\u201d series<\/span><span style=\"font-weight: 400;\"> proves it (without selling anything in particular in the videos). Instead, the brand features personable people who echo the interests, values, and aspirations of their customers. And yes, the featured people are good-looking. <\/span><\/p>\n<h2>Reciprocity<\/h2>\n<p><span style=\"font-weight: 400;\">When we are offered something free first, we tend to feel a sense of indebtedness which leads to a specific action. In his book, Cialdini quotes cultural anthropologists Lionel Tiger and Robin Fox by including that \u201cthis \u2018web of indebtedness\u2019 (ie reciprocity) is a unique adaptive mechanism of human beings, allowing for the division of labor, the exchange of diverse forms of goods, the exchange of different services, and the creation of a cluster of interdependencies that bind individuals into highly efficient units.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short, it\u2019s practically innate for humans to feel obligated to repay favors or freebies given to them and this is how we\u2019ve gotten to where we are today.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/ZuL6-gAEOuA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Just like the other five principles of persuasion, once you know what to look for you begin to see this tactic being used everywhere in marketing by brands large and small. Free resources like e-books and webinars, free trials, and free samples are just some examples. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Incorporating reciprocity into your video marketing is as simple as including a call-to-action that encourages your viewer to download your insight-packed free e-book or, like the Netflix example above, to sign up to receive a free trial. Like Netflix does here, if you are requiring payment information from the video viewer, be upfront about it if and how you will use it so there is no confusion. <\/span><\/p>\n<h2>Consistency<\/h2>\n<p><span style=\"font-weight: 400;\">Generally speaking, human beings prefer consistency. There are two explanations for this: We don\u2019t have to think hard about an issue anymore in order to make a decision or we can avoid answers we\u2019d prefer not to have to face by remaining consistent in our previous decision. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s easy to imagine how remaining consistent for consistency\u2019s sake could go wrong but automatic consistency is useful in allowing us an economical and appropriate way of behaving most of the time. While some may use shady tactics such as \u201cthrowing a <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Low-ball\"><span style=\"font-weight: 400;\">lowball<\/span><\/a><span style=\"font-weight: 400;\">\u201d, there are ways in which honest marketers and salespeople can leverage the principle of consistency. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, whenever a person takes a stand that is visible to others, there arises a drive to maintain that stand in order to look like a consistent person. <a href=\"https:\/\/sproutvideo.com\/blog\/how-to-put-your-customers-on-camera.html\">Testimonials<\/a>, already one of the most effective types of marketing videos, are a great vehicle for this. Even if the video doesn\u2019t help to bring in a single new customer, the featured customer in the video is more likely to remain loyal to your brand once they have shared their support for your brand so publicly (and even more so if they share that video with friends and family on their own online channels!) <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another way to leverage the consistency principle in your video marketing efforts is to simply ask people to share your videos or to create videos about your brand, perhaps as part of a contest. Again, by publicly aligning themselves with your brand, people are likely to want to remain consistent in that public support (even if they don\u2019t win the contest). \u00a0<\/span><\/p>\n<h2>Social Proof<\/h2>\n<p><span style=\"font-weight: 400;\">The social proof principle states that we tend to have more trust in things that are popular or endorsed by people we trust. Social proof is an especially powerful motivator for people who are uncertain or unfamiliar with a product or service because instead of having to learn more about it, they can take their cue to purchase (or not) from those they see. <\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/x6MkwzDI0IU\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Some of the most popular ways to incorporate social proof into your marketing videos are to include approval from credible experts in the field, approval from large groups of other people (especially your viewers\u2019 peers), approval from celebrities, and approval from past or present customers. These can come in the form of testimonials or, as the above example from Ancestry.com is, a customer stories. \u00a0<\/span><\/p>\n<h2>Scarcity<\/h2>\n<p><span style=\"font-weight: 400;\">Last but not least is the principle of scarcity and perhaps the easiest way to think of this principle is in terms of \u201cquality versus quantity\u201d. That is, people tend to assume things that are difficult to obtain are better than those things that are easily available. The idea of missing out on something deemed \u201cexclusive\u201d or \u201climited\u201d is enough to inspire action from many people. <\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/4iN_mIRg-F4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">So how can this be utilized in your video marketing efforts? Incorporate \u201climited number\u201d, \u201climited time\u201d, \u201cexclusive\u201d and \u201cone-of-a-kind\u201d language into your scripts, include the same information as text overlay on your videos and emphasize it when your call-to-action appears in the video. The goal is to create a sense of urgency and excitement so that your viewer feels moved to act. If you\u2019re running a competition, use video to regularly update your audience of how many people have entered and how many days are left for them to enter; not only will this help to generate buzz but people have an inclination to want things more simply because other people also want them. <\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">If getting people to say yes to what you\u2019re offering was easy, we\u2019d all be out of the job. As new technologies emerge, marketers have enormous opportunity to reach buyers in interesting and effective ways. However, competition is intense and buyers are inundated with offers.\u00a0<\/span><span style=\"font-weight: 400;\">So what is a video marketer to do? Our advice: Keep up with evolving technologies but always trust the fundamentals of marketing to speak to your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How do you use the six principles of persuasion in your video marketing? Is there a principle or two you find especially effective? Please share with us in the comments below or on Twitter <\/span><a href=\"https:\/\/twitter.com\/sproutvideo\"><span style=\"font-weight: 400;\">@sproutvideo<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> Choice overload is a cognitive process in which a person has a difficult time making a decision when faced with many options. If it sounds familiar, it\u2019s because it\u2019s a universal problem. There are few industries left that are not hyper-competitive and crowded with options. Couple this with the fact that we are all bombarded practically non-stop with advertisements in-person,&#8230;<\/p>\n","protected":false},"author":3,"featured_media":3622,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[11],"tags":[21,287],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use the Six Persuasion Principles in Your Video Marketing Campaigns | SproutVideo<\/title>\n<meta name=\"description\" content=\"The brain has some favorite ways of helping us to overcome the issue of choice overload. When properly understood, smart video marketers can leverage these common cognitive shortcuts to better-serve their audience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sproutvideo.com\/blog\/how-to-use-the-six-persuasion-principles-in-your-video-marketing-campaigns.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use the Six Persuasion Principles in Your Video Marketing Campaigns | SproutVideo\" \/>\n<meta property=\"og:description\" content=\"The brain has some favorite ways of helping us to overcome the issue of choice overload. 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