Cognitive vs. Behavioral Videos

Hello All -

Today we are going to step away from the camera and talk about your video's purpose. There are many types of videos out there - business promotional, tutorial, entertainment, travel, and the ever-popular cat video. Knowing beforehand what type of video you are going to film will help you with your shooting style, approach, and content.

Let's focus on two main types of video: behavioral and cognitive. Put simply, the goal of a behavioral video is to change the behavior of the viewer and a cognitive video teaches.

When we put a business introductory video out there, we hope the content will persuade the viewer to do something - contact us, fill out a form, go to next steps, etc.

Since one of the goals of business videos is to increase sales, most of your videos are behavioral. Here are a few examples of techniques used in behavioral videos:

·????????Shortage ("Act now, supplies are limited.)

·????????Sense of Urgency ("Act now, operators are standing by.")

·????????Fear ("Don't let the IRS catch you with unfiled tax returns.")

·????????Feature/Benefit ("We are open 24 hours a day, so you can reach us anytime.")

·????????Before/After ("At Dent Masters, we can make your car look new again after your accident.")

·????????Peace of Mind ("Because so much is riding on your tires.")

On the other hand, cognitive videos aim to convey and retain information. Here are a few examples:

·????????Training Videos ("In order to create a formula in Excel, do these following steps.")

·????????Maintenance Videos ("This is how we change the oil in the machine.")

·????????Process Videos ("This is how we pack up the tools in order to ship them.")

·????????Cooking Videos ("Put the chicken in the oven for 45 minutes at 450 degrees.")

Knowing what type of video you want to make will help you in the creation process. Of course, there are many cross over videos, and Interview and testimonials videos fall somewhere in between these two types.

As you become more savvy in your business/behavioral videos, they will become less "salesy" and more personal.

On that note, here is today's takeaway:?Everybody likes to buy, but no one likes to be sold to.

As always, if you have any questions about your video, if you need tips, or if you would like to engage me in your video production, please let me know. You can contact me in San Jose at 415-720-9551 or by email: [email protected]

BONUS - contact me to learn how to get a healthy discount on your next video!

Happy shooting!

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