SID Video

Video Production Firm: Behavioural Design 

Imagine this: your company is launching a new product, and you have come to the conclusion that the best way to introduce your product to the world is through video. From here, you decide to search for a video production firm, yet the task of finding one seems expensive and logistically difficult to manage. Consequently, you might consider making the video yourself instead of hiring professionals. In a time where oversaturation of content floods our devices, you might assume that most people can easily be experts in content creation. Many believe that producing a video is as simple as pointing and clicking. With this mindset, you have decided to enlist the HR department to create the video in-house; after all, you just heard that someone upgraded to the new iPhone. Opening any social media app will give you enough insight into what type of video will make you go viral, or so you think. Very quickly you realise that getting people to engage with your video is not as easy as participating in a TikTok trend. 

These types of scenarios highlight the importance of investing in a professional video production firm. Often, these firms specialise in marketing and frequently use a method called behavioural design as part of their video creation process. This method uses insights from psychology to guide viewers toward specific actions. It is a strategy that encourages audience responses—like making a purchase, signing up, or sharing content—by embedding prompts and cues that feel natural and persuasive. In this article, we will explore some of the most effective, key behavioural design elements that prompt viewer action.

Behavioural Design Elements for Video

Clear Calls to Action (CTAs)

The most obvious foundational element of behavioural design in video is to ensure the calls to actions are clear and well-timed. A call to action is like a roadmap, it gives the viewer clear directions on their next steps, so it should be easy to follow and appealing.Timing is also essential; placing the call to action near the end of the video or after an impactful moment directly influences how many people respond to it.

To make a CTA effective, consider:

• Timing: Insert the CTA when viewer attention is highest, typically at the video’s conclusion or after an important moment.
• Simplicity: Use concise and direct phrasing that tells viewers exactly what to do.
• Visual Clarity: Make the CTA visually distinct, using colour, placement, or animation to draw attention.

Reward Mechanisms:

Research shows that people are more likely to act when they anticipate a reward. In video content, reward mechanisms can be embedded to incentivise actions like signing up or clicking through. Offering a limited-time discount, free trial, or exclusive access are common ways a video production firm can add value that motivates viewers.

Examples of Reward Mechanisms Include:

• Exclusive Offers: A limited-time deal creates a sense of urgency for a product or service. When customers can act quickly, they feel rewarded for their swift action.
• Added Value: Prompting the viewer to sign up for a newsletter with exclusive tips or content creates a reward that extends beyond the video.

Urgency Cues

It is natural for viewers to have a fear of missing out (FOMO) on an exclusive or limited deal. A video production firm can use motion graphics with phrases such as ‘Hurry, Limited Time Only!’ as an urgency prompt to capitalise on the viewer’s FOMO by instilling the idea that acting quickly is beneficial. Other techniques include using countdown timers, testimonials, and quick decision prompts to motivate the viewer to act sooner rather than later.

Incorporating urgency can be as simple as:

• Countdowns: Embedding a timer into the video or at its conclusion.
• Scarcity Language: Phrases like “only a few left” or “offer ending soon” tap into viewers’ desire to act before they miss out an opportunity.

Simplifying Actions

The easier the action, the more likely it is that viewers will follow through. Behavioural design prioritises hassle free next steps, which reduce friction and make it as simple as possible for viewers to take action. A video production firm often uses clickable CTAs or direct links that viewers can follow immediately from the video itself.

Techniques for simplifying actions include:

Direct Links: Remove any extra steps that might hinder the viewer’s action and place embedded links directly within the video.

Interactive Elements: Placing a clickable CTA within the video makes engagement much easier and more straightforward.

Ethical Considerations in Behavioral Design

Behavioural design has the power to drive action, after all it plays on human psychology. It is important to use these elements wisely and ethically. Rather than focusing on pressuring the viewer, ensure that the focus of your video remains transparent and honest. Using these elements such as urgency cues and reward mechanisms should not translate to a lack of integrity. A video production firm can assist you to create a video that respects your viewer’s trust while providing them with genuine incentives and truthful timelines.

Ethical guidelines to consider include:

• Honest Offers: Avoid exaggerated claims and fake urgency so that your viewer has the freedom to make informed decisions.
• Transparency: Do not over promise or create false impressions; instead, explain any incentives or next steps transparently and in an easy-to-understand manner.

Final Thoughts

Incorporating behavioural design elements like CTAs, rewards, urgency cues, and simplicity into video content helps guide viewers naturally toward action. A video production firm like Sound Idea Digital uses these principles to create content that engages viewers and converts them into customers, subscribers, or advocates. These elements come with a responsibility and it is important to remain ethical in order to create genuine connections and generate real results. By aligning video content with the psychology of decision-making, video production firms can make each video a meaningful step in a viewer’s journey.

Are you looking for a video production firm that can help convert viewers into customers? Contact Sound Idea Digital today and find out how we can ethically implement these elements into your video content.

We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production. 
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |