Marketers are well aware that it is no longer sufficient to simply create fantastic content and explainer videos that generate leads and drive traffic to their websites. They must also encourage their followers to share their content on social media and inspire them to broaden the reach of their content. When it comes to the popularity of video when it comes to sharing, there is actual science involved, just as there is with any other social phenomenon. Knowing exactly what is driving the motivations of your target audience can be extremely beneficial to your company and marketing campaign.
Video that has been shared is more trustworthy: There is a good chance that you have more respect for your friends, both online and offline, than you do for traditional marketing messages distributed by businesses. Because these individuals are familiar with you and your interests, you are more likely to believe what they have to say. When someone you know shares an explainer video with you, your ears and eyes are wide open, as opposed to when you come across this type of content on your own.
In both work and personal social media environments, we all want to spread the word when we come across content that will benefit others. This is true in both professional and personal social media environments. Sharing video is motivated by a sense of altruism, whether it’s to demonstrate a more efficient way to boil an egg or to increase manufacturing efficiencies. To put it simply, it’s popular because we want to make the lives of others easier or more enjoyable for them.
Explainer videos are the equivalent of social currency: they encourage people to share them. A social media profile has value that extends far beyond monetary compensation, and as with any currency, it is preferable to accumulate rather than spend it. Sharing an explainer video with our followers is an investment in our social media reputation, which generates “income” in the sense that we are perceived as more respected by those who view the content we have created. To put it another way, video is popular because it allows us to increase our net worth on the internet.
Video serves as a trigger for other types of brain activity, such as the following: Video contains both audio and visual components, both of which have the potential to elicit other emotions or sensations. People are more likely to share an explainer video that makes them feel good online in order to make others feel the same way they did when they watched it. In many cases, the visuals and sounds presented by video literally double the opportunity to elicit an emotional response, resulting in twice the popularity of video for sharing.
A shareable explainer video is more cost-effective than a traditional explainer video because: The science of video sharing is inextricably linked to the science of numbers, and there can be no doubt that video content is a wise financial investment. When compared to text-based content, video is shared more frequently and with a greater number of people, as you’ve probably heard before. This may cause you to re-evaluate all of the time and money you’ve spent on blog posts and whitepapers in recent months. That is not to say that you should abandon other forms of content in favour of explainer videos; rather, it simply means that you will see a better return on investment from a sharing perspective if you use explainer videos.
While science may not always be able to shed light on the specific factors that motivate people to share content, it can at the very least point us in the direction of what motivates viewers to spread the word. It’s difficult enough to create content, but getting prospects to share it with their friends and colleagues is even more difficult. Knowing that a well-done explainer video is shared more often and more frequently than other types of content is sufficient justification for putting out the best material possible.
