COMPANY VIDEO ADVERTS

Taking a psychological view of advertising, there are two key ways that ads can be persuasive: the central route and the peripheral route.

The central route refers to situations whereby the consumer is invested, in the sense that they want or need the product, and thus can make thoughtful decisions based on facts and logic.

The peripheral route is where the receiver does not think carefully about the communication itself, and instead makes decisions based on superficial stimuli, also known as “cues.” Cues can include colors, music, storytelling and more. In the peripheral route, content and facts may be ignored or overlooked.

Video — a success story

Video ads generate far more emotional cues than a photo can, with the ability to tell an extensive story and appeal to a wider range of senses.

Videos trigger the central route for some people and the peripheral route for others, two avenues that eventually converge with a common goal: to sell a product or service by selling an underlying idea. It’s ideas that evoke specific emotional responses: joy, pride, sadness, anger, laughter, nostalgia, etc. These emotions fuel passion, and drives human behavior while building a brand relationship with an audience.

Contrary to popular belief, a video advertisement does not need to go viral to be successful. But studying videos that do go viral is useful to assess which tactics best influence consumers.

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