The document discusses strategies for creating persuasive marketing videos. It emphasizes tailoring videos to different personality types by focusing messaging on their key interests and motivations. Additionally, it recommends using authentic, non-actor customers in videos and testing different video edits and styles to improve conversion rates. The document also discusses how videos can be used to increase consideration and advocacy by appealing to a sense of identity and community with potential customers.

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The Psychology of Persuasive
Marketing VIDEOS
How to get people to watch them
&

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THE WEB PSYCHOLOGIST
NATHALIE NAHAI
@TheWebPsych
TheWebPsychologist.com
InstituteOfWebPsychology.com
@THEWEBPSYCH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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NOT THE WEB PSYCHOLOGIST
PHIL NOTTINGHAM
@PhilNottingham
Distilled.net
Moz.com
@THEWEBPSYCH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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bit.ly/SMW14_video
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
DOWNLOAD THE SLIDES

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Brand
awareness
Consideration
& advocacy
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Unaware
Conversion

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Brand
awareness
Consideration
& advocacy
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Unaware
Conversion

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Brand
awareness
Consideration
& advocacy
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Unaware
Conversion

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Brand
awareness
Consideration
& advocacy
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Unaware
Conversion

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Brand
awareness
Consideration
& advocacy
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Unaware
Conversion

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Brand
awareness
Consideration
& advocacy
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Unaware
Conversion

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TYPICAL CONVERSION FUNNEL
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
New visit
Return visit
Sharer
Gives permission
Purchase
Upsell
Repeat customer

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Segment goals according to
conversion funnel
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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MVC
(Minimal Viable Conversion)
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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A
B
V
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Always
Be
Valuable
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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CONTENT IS KING
CONTEXT IS KING
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Personalise content by user group
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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MIRROR YOUR AUDIENCE
• Language
• Intonation
• Pace
• Lexicon
• Clothing
• Gestures
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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PERSONA(S)
• Age
• Gender
• Personality traits (Big 5)
• Culture (country / peer group)
• Motivation (intrinsic / extrinsic)
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Hyper Targeted
@philnottinghamPhil Nottingham
> One Size Fits All
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Expressing goals in
terms of transitive verbs
@philnottinghamhttp://www.amazon.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
PERSONA(S)

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@philnottinghamhttp://www.amazon.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
“ ”
The purpose of this video is to
[transitive verb] the audience into
[minimum viable conversion]
ACTIONING

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You can also dissect other videos in this way…
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@philnottinghamhttp://www.amazon.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
“ ”
The purpose of this video is to
amuse the audience into thinking
of HubSpot positively
ACTIONING

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Brand
awareness
Consideration
& advocacy
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Unaware
Conversion

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TODAY’S TALK
1 Conversion
2 Consideration & Advocacy
3 Brand Awareness
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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1
Conversion

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PERSONALITY MATTERS
“ ”
Adapting persuasive messages to
the personality traits… can be an
effective way of increasing the
messages’ impact
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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EXTRAVERSION
Strong
Outgoing
Active
Excitement
Attention
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creative
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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TOOLS
• Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
• Visual DNA visualdna.com/
• MyPersonality mypersonality.org/
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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VIDEO
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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VIDEO
• Trigger words for neuroticism
• Focused on customers’ problems, not product
features
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Real people, with real expertise,
offering genuine advice
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Don’t hire actors for conversion video

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@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
No one wants to buy things from these people

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Authenticity
@philnottinghamPhil Nottingham
> Professionalism
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Don’t duplicate the same video
across multiple pages
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Each page must be the canonical result
for the video embedded on it
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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SECURELY HOST
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Typically not relevant for a YouTube audience…

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
YouTube can cannibalise rankings in organic search

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
TRANSCRIPTIONS
Include text transcriptions as page copy:
• Valuable for users
• Provides unique and relevant text for product
pages, which helps with SEO

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This is cheap and easy to do…
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@philnottingham
http://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/
VIDEO SITEMAPS
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Split test edits and stylistic adjustments

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Split test edits and stylistic adjustments

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Ask for feedback after conversion:
“What almost prevented you?”

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2
Consideration & Advocacy

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#MININOTNORMAL
VIDEO
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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#MININOTNORMAL
YouThe rest of the world
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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#MININOTNORMAL
• Identity
• Being the outlier
• Culture
• In-group
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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WISTIA
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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WISTIA
• Aligned with core interest
• Experts in their field
• Trusted authority
• Provide value
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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WISTIA
Key
influencer
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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WISTIA
Key
influencer
Relevant
customer
Relevant
customer
Relevant
customer
Relevant
customer
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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ZOOPLA
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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ZOOPLA
Would love to buy a
property one day
Considering possibility
of buying a property
Actively looking
for a property
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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ZOOPLA
• Distilling complicated concept
• Reassurance and support
• Reducing ambiguity / anxiety
• Forging trust
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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HOSTING
• If you care more about reach – YouTube
• If you care more about lead gen – Securely Host
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Ensure those embedding your video
link back to you
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Implement Facebook OpenGraph
tags correctly
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Make use of Twitter Cards
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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3
Brand awareness

69. It’s about the story

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Gut reactions are formed in
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
>3s

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
What works on TV may not work online

74. Content needs to be actively watched
and shared to gain traction

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
We share because we care

78. To communicate our identity & information

79. Strong
emotions
triumph

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Disgust
Surprise
Elation
Awe
Happiness
Sadness
Fear
EMOTIONAL TRIGGERS
VS Apathy

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SHAREABILITY
“ ”
Can I predict whether or not my
video will be shareable?
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
- Someone in the audience

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TOOLS & RESOURCES
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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TOOLS & RESOURCES
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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TOOLS & RESOURCES
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Subverting expectations
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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IDEAS
“ ”
How can I come up with ideas
for branding videos?
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
- Someone in the audience

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
A lot of customers were actually girls buying for their partner
Customer insight Product truthCompetitor insight

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Customer insight Competitor insight Product truth
Leading competitor focused on unlikely guy getting the girl, but the
customer (the girl) doesn’t want the unlikely guy, she wants A MAN!

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Customer insight Product truth
Old Spice was something your Dad wore. But what do you associate
with your Dad? He comes from a time when men were men!
Competitor insight

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YOUR BRAND
“ ”
Your brand is not what you sell,
it’s how you sell it
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
“love [your brand]”
“hate [your brand]”
“love [your competitor]”
“hate [your competitor]”
“love [category]”
“hate [category]”

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Relevant to your
audience
@philnottinghamPhil Nottingham
> Relevant to your
product
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@philnottinghamPhil Nottingham
>
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Clicks Keywords

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@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
WTF?!

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@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Test adjustments in titles and
thumbnails before launch

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@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Traffic Sources à YouTube Suggested Video

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Consider Annotations in pre-production

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104. viralvideochart.unrulymedia.com

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You need a plan – can be PR driven,
can be paid distribution drive
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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102,000 Facebook likes, 777 Linking Domains

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Start broad with paid seeding, then
refine based on return
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Test and iterate with paid promotions for all pieces

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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Target specific channels and videos
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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1
“ ”
Find out which of your competitors
have partner status enabled
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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2
“ ”
Create an ad specifically targeted
towards their customers
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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3
“ ”
Choose to only advertise via
TrueView on their channel
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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DON’T ALLOW ADS ON YOUR OWN CHANNEL!
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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You only want partner status if you’re trying
to monetize your content

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Find outreach prospects with competitor analysis
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

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@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
OPEN SITE EXPLORER

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References

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REFERENCES
1 HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
2 J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online
30 April 2012.
3 Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
4 Visual DNA visualdna.com/
5 MyPersonality mypersonality.org/
6 HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
7 Optimizely (2014) https://www.optimizely.com/
8 Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting
9 LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees
10 Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices
11 First World Problems: http://www.boredpanda.com/first-world-problems-twitter/
12 http://global3.memecdn.com/one-does-not-simply_o_204186.jpg
13 http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg
14 Know More (Washington Post): http://knowmore.washingtonpost.com/
15 Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
16 Mohawk for Standard Life - ‘Potential. Delivered.’
17 Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices
18 Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them
19 Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg
20 DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
21 Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
22 Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
23 Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
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