Between 25% and 33% of the population sneezes when exposed to light. In Vermont, the ratio of cows to people is 10:1. The average American/Canadian will eat about 11.9 pounds of cereal per year. Banging your head against a wall burns 150 calories an hour. 60% of the time, it works every time. Believe it or not, all of these facts and statistics are true. Actually, I can’t fully vouch for the last one, but who am I to argue against San Diego’s News Channel 4 lead field reporter Brian Fantana? Besides, he was the stylish one of the group. Enough with the Anchorman references; let's talk about another rhetorical appeal, logos.
Last week, I posted a blog about ethos and video marketing as part of my continuing series on Greek philosophy, rhetoric, and video marketing. Logos is a powerful appeal in persuading an audience. There are three modes within rhetoric: ethos, logos, and pathos. Today we will discuss logos and how it relates to video and marketing.
According to Literary Devices, “logos is an appeal to logic…Speakers and authors use logos, which is to say they make arguments based on reason, because it is most difficult to argue against fact.” Logic is an important tool to use when persuading an audience. A logical appeal could use facts, statistics, and data to persuade an audience. A logical appeal can also be used in how an argument is presented. If you want to persuade an audience, you should present your argument in a logical and straightforward format that makes sense to your listeners. Let’s look at how logos can be applied in video marketing.
There are plenty of ways to apply an appeal to logic in video. Tutorial and educational videos are a great example. These videos need to easily educate the viewer so they can understand your message. If you are creating a corporate video about your company, make sure you quantitatively mention the success of your company. Many times, using animation in your video can serve as a better way to use a logical appeal. Animation is useful in explaining complex ideas and educating viewers. Stats and figures can be better grasped when they are shown in visuals rather than rattled off by a talking head in a video.
Logos also applies to your video editing. Not only should the content of your video logically make sense but the quality and editing of your video should as well. Videos with confusing jump cuts and transition can confuse the viewer. Editing your video in a way that causes the story to jump from beginning, to end, to the middle, back to the start, and back to the end will confuse and cause your viewer to lose interest or trust. It’s important that your edits and cuts help logically add to your message.
Logos is a powerful rhetorical tool that can help give your message the persuasive punch it may need. If you still don’t believe me in the power of logos and video marketing, check out these 2016 stats from Insivia. 46% of users take some sort of action after viewing a video ad, according to Online publishers association. Including a video on your homepage can increase conversion rates by 20% or more, according to ReelSEO. Animated explainer videos increase conversion rates by 20% according to Unbounce. 90% of users say that seeing a video about a product is helpful in the decision process. YouTube reports that mobile video consumption rises 100% every year. 1/3 of all online activity is spent watching video. To argue against these stats would be illogical. The next time you are going to create a video, make sure to use logos.