Keeping viewers engaged in your video content is an important step that marketers are constantly looking to improve upon. Considering attention span rates can be as low as eight seconds, it may seem almost impossible to interest your audience and motivate them to keep watching….right?
By designing your video content marketing with certain elements that stimulate viewers’ brain activity it could be done easier than you think. It all comes down to a science. And if you’re asking yourself if you “should I make the videos myself?” or should I “find a video production companies near me,” you really should be searching for a partner that both understands video and, the human brain.
Attention spans are directly related to a formation of nerve cells in your brain called the Reticular Activating System (RAS).
The RAS has many important functions. This system is also referred to as the attention center because it is in charge of filtering through necessary and unnecessary information and forming connections that are needed in order to process and learn information.
Think of the RAS as a gatekeeper.
It’s main job is to filter through large amounts of information and data that is thrown at you and choose whether or not this information should be “let in” or perceived by the rest of your brain.
Now that you understand that psychological processes in the brain play a large role in deciding a consumer’s level of engagement, it is time to figure out what stimulates the RAS in order to capture your audience.
According to Visual Narrative, there are many techniques that can influence which content RAS filters to your brain. Below are 4 Important Strategies that they listed
1. Get your point across ASAP: Make your message clear right off the bat. If you can’t identify the central point of the video right away then your brain will automatically tune out.
2. Inspire emotion: Your brain reacts to emotions with responses such as laughter or tears. If your content is interesting and can trigger a positive or negative response from your writing it could stimulate your viewers to stay engaged.
3. Demonstrate contrast: Use contrasting ideas such as “before and afters” to provide your brain with more clarity. Comparative thinking guides your viewers’ thought in the right direction.
4. Don’t go for something familiar: Get creative, whether it be with visual elements or actual content. Try something new and unique that your brain does not recognize.
Ever heard someone say they’ll keep something at the back of their mind?
Turns out, it’s not just a figure of speech. If you are able to successfully stimulate the RAS filter, your information will not only grab your audience’s attention, but also stick with them subconsciously so they will recognize their need for your product or service in their life.
If they take an interest in your product, the RAS will subconsciously highlight it’s presence, focus your thoughts, and motivate you to take action and get what you want.
All of this information is helpful to remember when creating marketing strategies. Your videos, when suitably tailored to fit a consumer’s interests and needs, has the ability to catch their attention and continue to simmer at the back of their mind without them knowing.
Perception can be tricky. To maximize RSA stimulation, viewer engagement, and the transmission of your message put yourself in your customers’ shoes and consider their values. If your customers are able to absorb all of the information you’re presenting, your company will see a surge in business sales and conversions.
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