4 Aspects of Video That Explain Its Impressive Success

By: Anna Thursday February 13, 2020 comments Tags: content creation, social media marketing, video marketing

Video marketing is powerful, and if you're not using video as part of your social media strategy, you should be. But that didn't explain the why behind video's success in marketing. Today we're talking about aspects of video that explain how it gets better results than other kinds of marketing:

Attention Span

Because video has movement in it, it holds people attention longer than text. The action is interesting to watch, even if the video doesn't have constant motion. Your viewers' eye is drawn to the movement so you can convey your message by showing it rather than just telling it. Boring content like procedures, demonstrations, data, and arguments becomes much more interesting when it's portrayed through video. And the best part of all? Studies show that people retain 95% of what they see in a video, while they only retain 10% of what they retain through text.


Most of the time, video shows faces - whether that's the faces of people or animals. And through faces, we can see emotion. Emotion is what connects us to each other and the world around us. Images appeal to people's hearts and allow connection much more quickly than text. Through this unique medium, people can be pulled into the story you're trying to tell within the first few seconds.

Visual Appeal

We all know the adage, "A picture is worth a thousand words." But did you know a 1-minute video is worth 1.8 million words? A video is a powerful way to communicate a lot of information in a short amount of time. Sometimes what you want to convey is incredibly clunky and wordy when you try to write it out. A video, on the other hand, is more effective at communicating since it includes images in motion, and therefore communicates more quickly. It also looks more appealing than a chunk of words and will keep your audience engaged better.


Maybe the most powerful part of video aside from movement is sound. It's another dimension you don't have with text or static images. And sound can be as powerful in communicating and connecting to emotion as images. Think about how you feel when you hear laughter or an excited crowd. Only sound can convey that emotion. In video, you can also use music and voice-over speaking, which also enhance the way your message is communicated. Community

Humans are drawn to other humans - we want to be part of something bigger than ourselves. Video represents that in several different ways. Not only does it connect us to the people in the video, it connects us to other viewers who are watching the same thing we are. The community aspect of video is important because it's a creative way to help people feel connected to your business. Once they've seen the face of your business - whether that's you or a spokesperson - they feel like they know you and they can trust you. It's a personal touch that text just can't give.

Video produces results, like we proved last week in our blog, but these 5 aspects are the how behind the what. Do you need help with creating video or incorporating it in your social strategy? Check out our website, or get in touch with us via Facebook Messenger. Hope to hear from you soon!

About the Author: Anna