The internet has been available as a public service in the developed world since the late 1990s. Initially, web content was text and images. In fact, estimates suggest the web comprises 95% of text-based information today. The web then moved to audio content. No longer limited to radio transmissions, podcasts are relatively easy to produce. The written word may be the web’s backbone, and audio a strong medium, but on average, neither one has the powerful effect of video.
The Science of How We Process Information
Research suggests that people process visual content 60,000 times faster than text. 90% of all information that the brain absorbs every day is visual – from walking down the street, to reading a menu and looking at ads. Text and audio are undoubtedly great mediums with tremendous and important uses but rarely work as well in isolation. As far as information retention goes – which is vital in a successful marketing campaign – it’s largely inefficient. It’s why more people watch TV than read a book when tired. Books and audio are better for when the person feels mentally stimulated enough to absorb the information.
The Science of How We Learn and Retain Information
It’s important to understand how we learn so students can learn most effectively. Increasingly, teachers use PowerPoint presentations and videos to help students learn. This is no different from marketing where we need the audience to retain information when researching a product or service. Research into studies on education methods show that about 65% of the population are visual learners.That means around 2/3 of people learn better and retain more information when visual media are used. Couple this with the faster processing than text, and video is proving an effective communication and teaching tool and stimulates the brain for better retention.
The Memorable and Powerful Effect of Video
To emphasize this further, it seems that most people (especially those who are visual learners) will retain around two-thirds of information from visual media three days later. Audio information when used in isolation, retention after three days drops to just 10%.
- It’s easier to tell a story with video than with audio or text, and much more time-efficient, you can tell more of a story in a much shorter timeframe
- It’s therefore easier for the audience to remember facts when created as a story because visual prompts act to trigger the memory. This can set off a chain reaction
- Even if the customer does not remember the product at the time of asking, remembering the story and the visual elements, can lead to remembering – by association – the end product or service
Video Marketing is now the Standard
Regardless of your industry, your customers expect to see visual media. They expect you to use video as part of your outreach. If you are the type of business that uses email marketing, then you may or may not be aware that statistics demonstrate a much higher likelihood of your email being opened at all (around 19%) and a higher click through rate for any links in the email (around 66%).
It’s clear that video is now the standard. It’s an expectation. The promise of video where the customer must make an active choice such as opening an email leads to greater ROI.