No matter how much we tell ourselves that we only make rational decisions, emotion is a primary driver of decision-making. This is as true for the average consumer as it is for B2B executives (though the emotions at play are different).
When it comes to evoking emotions, nothing beats video. Text is sterile and unemotional—only the very best copywriters can compete with video on an emotional level. And it takes a lot more time; reading and interpreting text is much slower than watching video, and consumers often don’t have the patience to put in enough time for great copy to work its magic.
Video, on the other hand, gets to viewers’ hearts right away. Why is video so good at generating emotional connections?
Much of it comes down to the brain. Our brain is full of mirror neurons, which fire both when we do something and when we see someone else doing it. In short, mirror neurons make viewers feel the emotions they see in the video (though to a lesser extent, of course).
So when a customer is visibly thankful, relieved, or happy because of your product, potential customers will feel it, too. All of the emotions that you struggle day in and day out to evoke in your customers are achieved in seconds with a video testimonial.
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