The Science Behind Why Video Works

The Science Behind Why Video Works

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Our experience of the world is perceived 83% with our sense of sight. Hearing ranks next at 11%, and smell, touch, and taste rank 3%, 2%, and 1% respectively.
Think about it: What content would be better structured as an image or a video, rather than a bullet-list?
It’s true that video is an art but first of all it’s a Science. Here’s what you need to know about the science of video:
Video is visually stimulating
Videos are 12 times more likely to be watched than text is to be read. That’s in part because movement is known to grab attention. Paying attention to motion is a skill that humans have always used to survive; it’s part of our DNA.
We pay attention to visuals quickly, too: humans get the sense of a visual scene in less than 1/10 of a second. Imagine how long it would take to describe a scene in text. In fact, take a look at this image from Uberflip, and you’ll see what I mean:
Visuals don’t just make us glance over at them, they make us think about them: 90% of information that’s transmitted to the brain is visual. And when they form a moving scene, you can’t look away!
Did you know that even as far back as 2012, 93% of internal communication professionals believed that video was becoming essential to internal communications? And that sentiment is only growing stronger year after year: video is no longer a nice-to-have for internal communications teams. It’s a must-have.
Video solves an abundant number of challenges that internal communicators face every day. It’s why communicators who are in-the-know make sure to fold their hands and pray for video every night before getting in bed, or wish upon the first star they see, or use the wishbone during the holidays to try to make their video dreams come true.

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