The fact is that consumers react to video more than they do to text. This is why it is important that your website and social media accounts incorporate video as much as possible. Why does video work so well as a marketing tool? Here are four reasons.
Humans Respond to Other Humans
We, as humans, respond to other humans. You could say that it’s just human nature. And we love stories. So when we see humans involved in a storyline on a brand’s website or Facebook page, we are automatically drawn into that story on an emotional level. We empathize with the people we see, and we become invested in their situation. This, in turn, connects us to the brand behind the story and makes us more apt to like and trust it.
Video is Visual
Studies show that 65% of people are visual learners. This means that they more readily process images rather than text. This includes moving images like video. So when you use video in your marketing, you are meeting most consumers’ learning preferences.
Video Sticks in the Brain Longer
It is also true that images stick in the long term memory and direct attention more than words on a page do. So when consumers see a video on a company website, it stays with them longer, and they remember it better.
Reduced Time Investment
Everyone is busy these days, and the average person’s attention span is now eight seconds, about the same as that of a goldfish. It is also a fact that the average person reads about 300 words per minute and often quits reading before absorbing an entire marketing message.
A short, well-produced video solves this problem because the consumer can absorb the message without investing a lot of time. This increases the chance that your entire video – and entire message – will be seen, digested, and remembered.
Every website and social media post needs video. It creates an emotional connection with your audience, meets people on their learning level, and increases the chances that they will see and process your entire message.