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Driving Engagement With Sight and Sound

posted by: Scott Williford
on 21 March 2017

In August of 2016, Scott Williford presented a TED-like talk entitled Driving Engagement with Sight & Sound at vLink’s Speaker Showcase.  As an expert in video marketing, Scott lays out 8 key factors to drive more engagement with online video. Check it out here:


We see that our perception as human beings is based solely on our senses.  83% of how we perceive the world is based on sight, and 11% is based on sound.

So how does video drive engagement using sight and sound?  It appeals to these senses.  Basically, video can pack a very large amount of data and our brains are specifically designed to unpack it.

Video also develops personal connection.  “Viewers are not only more likely to engage with visual content; they are also able to make a personal connection with you by watching your video” (Catriona Pollard).

With that said, here's 8 Ways You Can Create Compelling Video Content:

1. Know Your Audience – This allows you to be direct and personal.  It also allows you to eliminate wasted time by knowing exactly what content to deliver, and when to deliver it.

2. Get Over Yourself – Be confident!  Don’t worry about yourself “not looking good on screen” or “not having a radio voice” – these things simply aren’t true!  Everybody has a compelling video presence somewhere deep down.

3. Quit Talking About Yourself – Avoid framing video content around your own accomplishments and stories.  While there is a place and time for such things, the personal connection that video can bring your audience is reliant on your ability to care about them.  In the words of Theodore Roosevelt, “People don’t care how much you know until they know how much you care.”

4. Elevate the Conversation – In the marketing industry, a lot of noise is created by the millions of products and services floating around.  Get above that!  Show how you can directly benefit individual clients or customers by creating Commercial Insight, which teaches customers something new about their own business and thus allows them to appreciate what you have to offer.

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5. Make it Personal – Associate the viewers’ specific needs to this Commercial Insight.  B2B purchasers are almost 50% more likely to buy a product or service when they see personal value.

6. Go Beyond Business Value – When you successfully fuse Commercial Insight and Personal Value, you get Personal Commercial Insight.  This is the ultimate key in creating compelling content because it goes beyond a person realizing their company will benefit from what you have to offer, and reaches a point where the person realizes they themselves will benefit from what you have to offer – and again, people make purchases when they see personal value.

7. Delivery Matters – But how do you deliver this content?  You need to ask the question – where is my audience and what are they doing?  Email, blog, website, social media outlets, YouTube?  You need to develop strategy behind where and how you deliver your content.  Proper delivery makes a huge difference.

8. Don’t Be Afraid of Emotions – This is not just in reference to the tear-jerking content we all know and love – there are all sorts of emotions out there that need to be leveraged!  Often times, your customers’ emotional minds outweigh their rational minds, which can also lead to Personal Commercial Insight. 

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