Video advertising has been becoming so popular because it engages with the audience on many different levels changing their perception of a brand.
With the rise of video-sharing platforms, video advertising is becoming more popular among brands that want to attract more consumers. However, there are many reasons why video is beating other marketing communications elements, and today we are going to discover some of them.
According to many marketing experts, video content is easier to consume than writing because it captures viewers’ attention and retains it. Also, it is easier to understand and remember things you saw in video form than in writing or other communication form. However, this has been a blessing and a curse for many since brands must get creative and have a clear purpose before making a video so it can drive the desired results, as well as make those videos available to the right audiences.
Now let’s get to business and talk about the impact of video advertising from a Disney perspective and discuss the factors that make video stand out from everything else with the “Disney What’s a Walt Disney World Thrill Feel Like?” campaign.
Invite People to Watch It
The first minutes or even seconds of a video are crucial to attracting people’s attention. Therefore, it is recommended that videos start with things that spark curiosity in the viewer. In Disney’s advertising, we can see that they start the video by asking people what Disney thrills feel like, making people think about it and want to keep watching it to find the answer to that question.
However, the engagement generated at the beginning must remain for the rest of the video, so although the first seconds are crucial to get the attention of the public, that same energy needs to be maintained throughout the video, so the advertisement is inviting enough for people to stay until the very end.
Conveying Emotions Through Videos
How can we make people stay entertained for specific periods? The easiest way is to convey emotions through the screen. If someone sees a video and does not feel any type of human connection to it, that person is most likely to stop watching. As we see in our example, the whole video keeps us on
the edge of our seats, feeling what we typically experience when riding one of those rides. It also connects with us by adding real testimonies of people who rode it and contrasting those emotions with famous Disney characters, so it is exciting and entertaining while maintaining Disney’s essence.
Innovative Concepts to Sell an Idea
For many years Disney parks have been perceived as places mostly for little kids, where adults do not have a lot on their plates to satisfy their needs. Disney decided to change the game by selling people the idea that Disney also has different levels of thrill rides for those who like them. In this way, they expand their target market without offering a new product by making people aware of the many rides they have available in their parks.
In other words, video advertising is an entertaining way to drag people’s attention to brands or products by sparking curiosity that invites them to watch the video and keeps them entertained, sharing emotions and feelings to humanize the content, and selling concepts to all who watch the video by clearing defining its purpose.
Disney Thrills is a perfect example of how brands can use video to convey emotions and change people’s perception of certain products. I’m sure after watching that ad you also want to go to the park and jump on a rollercoaster as I do.
Learn how to connect with your audience in other ways and subscribe if you would like to keep learning the behind-the-scenes of the marketing strategies employed by Disney by a former cast member and marketing expert. And as always, have a magical day!
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