New research has shone a spotlight on the effects produced by different types of video. Unruly, and effectiveness expert Peter Field, dug into the IPA Databank to find clues into how emotional responses to video impact on long-term or short-term brand and business effects.
Video has long been the poster child of digital media. Stats such as, “10 billion video views a day on Snapchat,” are sure to get marketers attention. But, with so much of it out there, how can marketers ensure they are making videos that will get the results they need?
Video either produces long-term brand value or short-term sales, but you can’t do it all at once. Different types of video are needed.
The research was carried out by correlating results from IPA Effectiveness case studies with pre-testing of the same ads from Unruly’s archive of thousands of tests. Read on for a summary.
Topline results suggested that simply ‘making great shareable videos,’ is not enough. One of the most striking findings was that video either produces emotional responses associated with long-term brand value or with short-term sales. Different types of video are needed to create the different types of emotional response needed for each.
Here’s a brief guide to some of the findings that will help you to differentiate between video which creates responses that correlated with long term brand effects, vs video that is associated with a short-term activation spike.
Long-term business effects
Positive emotions and price sensitivity
Price sensitivity was a recurring theme at EffWeek 2018 and we’ll be revisiting it again in 2019. Jon Webb of Gain Theory identified it as one of the least utilised, and most valuable, effectiveness metrics in his talk. And it was with decreases in price sensitivity that overwhelmingly positive emotional responses shone in Unruly’s research. Four of the top five most strongly correlated metrics were positive emotions.
- Amazement – 31%
- Exhilaration – 30%
- Inspiration – 26%
- Nostalgia – 18%
Long-term brand effects
Differentiation and price sensitivity go hand in hand
Unruly’s EQ metrics collected during pre-testing showed some big correlations to brand effects. Videos in campaigns that achieved brand differentiation produced some very similar emotional responses in pre-testing to those that affected price sensitivity. This suggests that you can easily create both these long-term effects together.
|Rank||Unruly EQ metric||Correlation|
Short term activation effects
If you need to create short-term value through activation effects then the emotional and cognitive levers you need to pull are very different. Humour is key. The only positive emotion that produced these kinds of effects was hilarity, with a correlation of 28%. But, the emotional response ‘contempt’ correlated even higher than this at 36%. This result suggests two things:
- The polarising effect of humour is at play here. Some people love it and some people don’t.
- Video that activates a sale is often disliked. This may be because this type of “direct sell” ad tends to be repetitive, insistent and uncreative. Despite annoying viewers, this approach may still drive sales in the short term. However, it’s important to keep in mind that over the long-term it may damage your brand.
Balancing long-term and short-term
These polarised results send an important message to marketers. Don’t try to make video that has both long-term and short-term effects. The emotional responses that these two types of video marketing produce are just too different. You need different executions for brand-building and activation campaigns.
Peter Field and Les Binet have demonstrated time and time again the importance of getting the balance between these two types of campaign right in their publications, ‘Media in focus‘ and ‘Effectiveness in context‘. This research shows that the balance is particularly important if you are producing video for activation. Without strong brand-building work to support it, this kind of work will harm your brand in the long-term.
Read the full report. It contains much, much more than we have covered here. It will help marketers to plan their video marketing even more precisely for the effects they want to achieve.
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