Más contenido relacionado La actualidad más candente (20) Similar a Nathalie Nahai - The secret psychology of persuasive videos (13) Nathalie Nahai - The secret psychology of persuasive videos1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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THE SECRET
PSYCHOLOGY
PERSUASIVE VIDEOS
behind
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There are 3 ways we psychologically
engage with videos
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PRIMAL
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PRIMAL EMOTIONAL
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PRIMAL RATIONALEMOTIONAL
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1. Introduction
2. Persuasive copy
3. Engaging images
4. Viral videos
5. Key takeaways
TODAY’S TALK
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THE ‘3 SYSTEMS’ BRAIN
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THE PRIMAL SYSTEM
1
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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Video is an effective medium for
engaging the primal system
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Motion is inherently attention-grabbing
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It’s become increasingly utilised online
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To use it effectively, you need to direct
attention to the right place
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Your video has to be compelling
even when there’s no sound
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You can also engage the primal system by
hacking people’s arousal levels
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Which is exactly what BBH did when they produced
this video for the Audi R8 V10 plus
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HOW DID THEY DO IT?
• Eye-opening reaction was genuine
http://lbbonline.com/news/bbh-londons-stunning-new-audi-r8-ad-is-a-real-eye-opener/
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HOW DID THEY DO IT?
• Eye-opening reaction was genuine
• Gathered biometric data during a racetrack lap
to measure effect of the R8 on the human body
http://lbbonline.com/news/bbh-londons-stunning-new-audi-r8-ad-is-a-real-eye-opener/
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HOW DID THEY DO IT?
• Eye-opening reaction was genuine
• Gathered biometric data during a racetrack lap
to measure effect of the R8 on the human body
• Used this data in the film to illustrate visceral thrill
associated with the R8 V10 plus
http://lbbonline.com/news/bbh-londons-stunning-new-audi-r8-ad-is-a-real-eye-opener/
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Once you’ve grabbed someone’s attention,
how do you get them to take action?
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THE EMOTIONAL SYSTEM
2
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine risk & reward
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To engage the emotional system with video, we
first have to understand decision-making
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DECISION-MAKING
R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.
“ ”
Where thought conflicts with emotion,
the latter is designed by the neural
circuitry in our brains to win
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DECISION-MAKING
Positive moods lead to lower perceived
risk and increased purchase intention
“ ”Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing,
22(9), 695-719.
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There are heuristics you can use to increase the
effectiveness of emotional content
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PEAK END RULE
“ ”
We judge experiences based on how they
were at their peak & end, rather than the
total sum or average of every moment
Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological science,
4(6), 401-405.
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You can also take people on a
universally emotional journey
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Or you can take a more personalised route
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PSYCHOGRAPHICS
Study and classification of people
according to their attitudes, aspirations,
and other psychological criteria
“ ”Oxford Dictionaries, 2015
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PERSONALITY MATTERS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Adapting persuasive messages to
personality traits… can be an effective
way of increasing the messages’ impact
“ ”
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Personalities are complex - we all score
differently across combinations of traits
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The Big 5
(a quick quiz)
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DO YOU HAVE…
A high degree of intellectual
curiosity, creativity and a preference
for novelty and variety?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
THE BIG 5
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ARE YOU…
Organised, dependable and
self-disciplined? Do you prefer to
plan and aim for achievement?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
2. Conscientiousness
THE BIG 5
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ARE YOU…
Energetic, positive, assertive & sociable?
Do you tend to seek stimulation in
the company of others?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
2. Conscientiousness
3. Extraversion
THE BIG 5
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DO YOU HAVE…
The tendency to be compassionate
and cooperative rather than suspicious
and antagonistic towards others?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
THE BIG 5
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DO YOU HAVE…
The tendency to experience unpleasant
emotions easily, such as anger, anxiety,
depression, and vulnerability?
Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual.
Odessa, FL: Psychological Assessment Resources.
“ ”
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1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
5. Neuroticism
THE BIG 5
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Who does this appeal to?
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EXTRAVERSION
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Strong
Outgoing
Active
Excitement
Attention
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OPENNESS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Innovation
Intelligence
Sophistication
Imagination
Creative
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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
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Specific words engage specific traits
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You can research & segment your audience by
personality trait, based on linguistic patterns
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Finally, you can also use video to engage
and subvert the rational system
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THE RATIONAL SYSTEM
3
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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One way to engage this system is to
disrupt people’s expectations
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It works because it provokes our curiosity
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You can use psychological principles to
get people to watch anything….
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So how do you create shareable, clickable titles?
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Number / Trigger word
+
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Number / Trigger word
Adjective
+
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Number / Trigger word
Adjective
Keyword
+
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Number / Trigger word
Adjective
Keyword
Promise+
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Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
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EXAMPLE
Subject:
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EXAMPLE
Subject: Frying eggs
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EXAMPLE
Subject: Frying eggs
You could write this headline:
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EXAMPLE
Subject: Frying eggs
You could write this headline:
-“How to fry an egg”
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EXAMPLE
Subject: Frying eggs
You could write this headline:
-“How to fry an egg”
-“Why I love frying eggs”
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OR APPLY THE FORMULA:
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
promise
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In summary…
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PRIMAL
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PRIMAL
Deliberate motion
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PRIMAL
Deliberate motion
Boost arousal
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PRIMAL
Deliberate motion
Boost arousal
Silently compel
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PRIMAL EMOTIONAL
Deliberate motion
Boost arousal
Silently compel
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PRIMAL EMOTIONAL
Deliberate motion
Boost arousal
Silently compel
Emotional state
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PRIMAL EMOTIONAL
Deliberate motion
Boost arousal
Silently compel
Emotional state
Peak End Rule
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PRIMAL EMOTIONAL
Deliberate motion
Boost arousal
Silently compel
Emotional state
Peak End Rule
Psychographics
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PRIMAL RATIONALEMOTIONAL
Deliberate motion
Boost arousal
Silently compel
Emotional state
Peak End Rule
Psychographics
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PRIMAL RATIONALEMOTIONAL
Deliberate motion
Boost arousal
Silently compel
Emotional state
Peak End Rule
Psychographics
Pattern disrupt
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PRIMAL RATIONALEMOTIONAL
Deliberate motion
Boost arousal
Silently compel
Emotional state
Peak End Rule
Psychographics
Pattern disrupt
Use trigger words
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PRIMAL RATIONALEMOTIONAL
Deliberate motion
Boost arousal
Silently compel
Emotional state
Peak End Rule
Psychographics
Pattern disrupt
Use trigger words
Apply formula
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