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3 Unexpected Reasons People Connect With Video Marketing

WRITTEN by: Annette Waite |
categories: Branding , Content Marketing

Nov 2013


This quote by H.C. Mattern caught my eye while perusing my local bookstore last weekend:

“Live simply, expect little, give much. Fill your life with love. Scatter sunshine. Forget self, think of others. Do as you would be done by.”


I snapped a photo and shared it on Instagram. I wanted to keep the words close to reference, as well as pepper the message into my newsfeed for all my friends and family to read.

Days later, while working on an Upward Brand Interactions video production, this particular quote popped back into my mind. In that moment, a strange thought came to me—Mattern’s words so eloquently embody why people find themselves connected and drawn to video marketing. At the root of it all, humanity’s greatest desire is to belong and connect. We share what we love and it reminds us what we have in common. This higher level of connectivity created through online videos is almost impossible to obtain through other traditional forms of marketing.

Live Simply

We are bombarded with marketing messages practically every minute of every day. According to Yankelovich Consumer Research, in 1970, the average person was exposed to about 500 advertisements each day. In the early 1990s, it jumped to 5,000. Today it is estimated that people are exposed to over 30,000 marketing messages a day.

With this many messages thrown our way a single day, it’s virtually impossible to cut through all the clutter–but we sure do try. The truth is, even with all the hustle and bustle, people innately want to live simply.

We do this by watching videos over reading text. It’s the simplest way for people to absorb information. Video marketing connects customers with a brand because it creates a face that others can identify with. It simplifies the content and adds a personal touch. This connection allows companies to better establish, maintain, and enhance relationships with their customers.

Scatter Sunshine

The best marketing videos evoke positive emotion and “scatter sunshine.” An interesting study done by HBR Blog Network states negative emotions were less commonly found in highly viral content than positive emotions.

One of the best ways for a company to create an emotionally compelling video is to tie their brand to a message for the public good.


One of my favorite examples of this is Dove’s Real Beauty sketches campaign. It garnered nearly 30 million views in ten days. Additionally, it single-handedly added more than 15,000 YouTube subscribers to Dove’s channel over two months, not to mention substantially increased their followers on Twitter and Facebook. The final message in the video was, “You are more beautiful than you think.” This message was a positive one—inspiring women to embrace their true beauty.

Forget Self

People are no longer interested in being sold a product. If a person wants to know more about something, they can explore the company’s website or pull up a quick Google search.

Effective video marketing keeps consumers’ best interest in mind. Rather than spending valuable time promoting a product, videos gain high shareability rates by helping consumers understand that they have the same beliefs. Simon Sinek’s simple, yet powerful golden circle revolves around the concept that the goal is not to do business with people who need what you have—the goal is to do business with people who believe what you believe. This communal belief is not always something easy to communicate. In fact, sometimes it’s not even in the words we write or speak. It’s often communicated in how a message makes us feel. Visually appealing videos mixed in with great audio and real emotions make it easier to believe and connect on an emotional level.

When it comes to video marketing, incorporating Mattern’s core values—live simply, scatter sunshine and forget self—creates a higher level of emotional connectedness, social engagement, sharing and brand interaction. All of these components lead digital brand advocacy—exactly what you were striving for all along.

A colleague brightened my day today by sharing this video —Sleeping On Strangers On The Subway. A picture that went viral inspired the video and sure enough, the video has now gone viral. In fact, it appeared on the front page of Mashable.


I’m certainly not surprised—the content is simple to digest, the message scatters sunshine and forgets self by avoiding any promotional jargon about the non-profit Charidy, whom it was produced by.

And guess what? As soon as I was done watching—I shared it with everyone I know.

I bet you’ll do the same.

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