3 reasons why our brain loves video

brain-video
Scientists say our brains process visuals at a higher rate, almost 60,000 times faster than processing the written word.

You wouldn’t be on Screencast-O-Matic if you didn’t know the importance of video in our every day lives. You see it everywhere. From social networks to television, video has played a huge role in our lives. There’s a reason for this: Our brain loves video.

According to researchers, the average viewer remembers 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 powerful!

Social media channels have seen the rise of video in recent years. 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.

If this doesn’t prove why video is so important then here are several other reasons to consider:

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 a message.

For viewers, they are able to understand what a speaker is trying to convey by observing body language, verbal tone and visual cues. The use of visual aids such as pictures, video footage and screencasts enhance the message even more.

How often have you misinterpreted what someone text you? It happens fairly often. Texts rely heavily on specific words, punctuation and emojis to communicate. A lot can be misinterpreted by texts.

Forrester Research found that one minute of video equals approximately 1.8 million written words. That should be convincing enough but let’s look at the other reasons.

Video engages an audience on an emotional and personal level

Something can be said about a great video. The motion graphics and video production can be top notch but if the storytelling isn’t there then it may just be a waste of time.

It’s because humans 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 that it can contribute to a person’s buying behavior. Traditional forms of advertising including direct mail, online banner ads and even radio announcements are no longer working as much as they used to. 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.

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 a 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.

Contributing articles and research:
Consumers More Likely to Click Online Video Ads
11 Reasons Why Video is Better
5 Reasons We Love Video Marketing
Why People Respond to Video More than Text

About Screencast-O-Matic: Screencast-O-Matic is a screen capture and video service, taking visual collaboration to the next level.  It allows individuals, learning institutions, and companies to create video solutions for learning and collaboration.  Screencast-O-Matic is a privately held company headquartered in Seattle, WA. For more information, visit http://www.screencast-o-matic.com.