Change behaviour through video: Videomarketing 101

There are hundreds, or even thousands, of articles available online that explain the importance of video in content marketing. However, I haven’t found any that explain what a good video actually is. Yes, it’s vital to understand how explainer videos, vlogs, tutorials and testimonials can be used in a customer journey. Similarly, it’s key to learn and understand where and how your content is consumed. But what makes a video successful? Here at Film Division HQ, we combine Design Thinking and expert Cinematography and aim to change behaviour. And that, to us, is when a video is truly successful.

Successful Video means to Change Behaviour

Any video you produce, or any other form of content for that matter, has a purpose. For us, the purpose of a video can captured by one of  three statements:

Your content has the purpose to

  1. Inspire a change of Minds or
  2. Inspire a change of Attitude or
  3. Inspire a change of Behaviour.


Let’s take a small step back and explain this a bit better. Whatever the topic, narrative structure or position in the customer journey is, in the end, you’re looking for a change in your audience. Or to put it differently, before watching the video, your audience has mental status “A” and, once the video is finished, their mental status has changed to “B”. This change from “A” to “B” is either a change of the mind, a change in attitude or a change in behaviour. Either way, the audience is inspired to think or do something different. Please note how we used the word “inspire” in this context. Video can’t coerce a change in behaviour. It does hold the power to inspire that change!

Change Behaviour through imagery

As said, to us, a successful video will always have a purpose. The better you define the purpose, e.g. the change of the mind, attitude or behaviour you look to inspire, the better you can design your content. In a previous blog I introduced the Kuleshov Effect. This editing technique explains how you can change the way the audience thinks about the content on screen. Successful video marketing uses this approach strategically to change behaviour in line with the video purpose.

Kuleshov Effect. Image by

Design Thinking in Videomarketing

Once you understand the power of the Kuleshov Effect. You can use it to change behaviour. However, It’s not that simple. To truly inspire change, you need to match the imagery with a visual language that fits your audience. And that’s when Design Thinking is most useful. Design Thinking is an iterative, user-centred approach to product development. With a good understanding of your audience, you learn what inspires them and in turn, you can apply this knowledge to the Kuhleshov Effect.

Other considerations

For us here at FDHQ, it is obvious to dive deep in understanding your audience. However, there are many other factors that influence how successful a video is. In this series, we explore those factors and help you create better video content to change behaviour.

Our next blog will focus on reasons why some will click play. A rather important topic because your video will be completely useless if your audience doesn’t watch it!



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