Videos are a better way to communicate information than text. According to Forrester Research, which does marketing analysis, 1 minute of video has the same value as 1.8 million words. This claim may sound like a bit of a stretch, but even with more modest estimates, videos are still able to transmit many times more information in the same period of time. How else can movie goers be satisfied with 2 hour movies based on novels that take days to read? Unlike text, video is not limited to one medium of communication. Although the foundation of video is video, other elements also play a large role in getting messages across. Narration, animations and text all tell the audience something and can exist simultaneously. By using all these media at once, videos are able to target different parts of the brain responsible for different functions. This results in better information uptake and for the most part more engagement from the audience. Videos is able to occupy more of its audience’s attention than text can.
Viewer are drawn to video for a combination of reasons. Firstly, its human nature to look to human faces as a point of gathering information. This is something that’s a part of everyday life, with eye contact being so important during face-to-face communication. Videos are able to tap into this nature by presenting facial area on screen that attract audience attention. This also goes a long way to improving the believability of ideas being said because the human face is a source of credibility. Beside drawing attention, faces can communicate emotions. Video allows these emotions to be seen by audiences while text and images cannot. Emotions draw attention on their own because they are things that we naturally look for in daily life. Voice can also be used to manipulate emotions. While a sentence will always look the same with text, it can mean many different things when said with different voices. Voice can excitement to a script that is flat on its own. Video allows both facial expressions and vocal expressions to be used on viewers. A simple explanation of why viewers would rather watch than read is because movement grabs attention. Text is stationary all the time and therefore results in little audience engagement. When video delivers a message, there can be facial expressions, voice inflections and images going by on the screen. The latter provides a much more attractive interface for audiences.
Online video, with its advantages over traditional webpages, is an expanding market. Today there are over 100 million internet users who watch online video each day. Video is growing from here and its expected to account for the majority of worldwide internet traffic in a couple of years. Video is taking over and there are potential payoffs everywhere. Marketing is an area that benefits from the wide spread interest in online video and its ability to engage views. Video can also provide an effective means of internal communication for companies. Its ability to deliver information quickly increases efficiency in the workplace. Video’s ability to convey rich information also makes it very resourceful when instruction is needed. Training videos are valuable in the workplace, allowing employees to learn skills to advance their careers. Its also useful for the general population where people are always trying to learn how to do new things. Besides entertainment which accounts for much of the online video traffic, there is plenty of demand for how to videos and promotional videos. Today, a lot of internet users look for instructional videos or product videos that explain an ingenious solution to one of their problems. This group is expected to increase in size in the future. This growing market can help any business improve its bottomline.