Research has determined the average viewer retains 95% of a message when it is watched; compared to 10% when read. About 90% of the information our brains process is visual. Scientists say our brains process visuals at a higher rate, almost 60,000 times faster than processing the written word. That’s power of video!

Social media networks have exploded in recent years thanks to video. Facebook gets a staggering 8 billion video views per day. YouTube estimates 300 hours of video content are uploaded every minute, generating billions of views each day.

Video communicates in both auditory and verbal cues.

Video brings together two things that the written word can’t: body language and verbal tone. Both of these combined play a significant role in conveying your message.

For site visitors, they are able to understand what is beingconveyed by observing body language, verbal tone and visual cues. The use of video footage enhances the message even more.

Forrester Research found that one minute of video equals approximately 1.8 million written words. That should be incredibly convincing. 

Video engages an audience on an emotional and personal level

We connect with video on an emotional and personal level. A video that conveys a message with a deep emotional impact is something many will remember. It’s one reason why companies are leaning toward storytelling in their videos.

Videos have shown they can contribute to a person’s buying behavior. According to MediaMind, buyers are 27 times more likely to click on a video ad than a traditional banner ad. Video engages an audience and opens up an avenue to take action. 

Video does what simple text cannot do. On a personal level, people gravitate toward human connection. Video replicates this by giving people the ability to communicate ‘face-to-face’ on a big scale. They can see a face and connect with them without ever being in the same room.

Video encompasses all content tools and is easily sharable

A video can include screencasts, graphics, text, music and even podcasts. No other content tool has this ability to encompass multiple forms of content into one. There are so many different ways to convey your message or story.

It’s one reason why social media loves video. The best way to reach an audience is posting a video and seeing where it will go. About 92% of viewers share videos with others. That’s 1200% more shares than images and text combined.

Future of video

Research has shown that video is the most effective type of content tool out there. Whether it’s promoting a service or showcasing a product, video plays a role in how people are influenced by what they see. If you’re creating videos and sharing them online then you’re on the right track to influence your viewers no matter where they are.

The power of video can be summed up with one sentence: All you need is video to impact the world.