Why Videos Work in Today’s Market

Man recording himself cooking

It’s no secret that video content has penetrated almost every platform in which people gather information in today’s world. Everything from news to social media is covered in video links, video players, or suggested videos for you to watch. Entire social media phenomena are built around the idea of sharing videos. 

At one point, the primary source for people to get information was a local newspaper. Today it’s all about web content. Social media feeds like Facebook and TikTok have become inundated with video content, vastly outnumbering the actual written-word posts. Even images themselves are being edged out with the advent of animated gifs and WebM’s, which imitate video. It feels like so much of the world today is driven by video. So why is this?

Plenty of studies offering logical arguments backed by science and numbers and fancy people pointing to fancy charts exist to back this observation. But the truth for me is pretty simple: videos are more interesting. Now you may be thinking, “Of course, the man working in the production field praises all the video content.”  While that’s fair to assume, allow me to offer why I feel this way as objectively as I can.

First and foremost, video content is not intimidating. I know this sounds silly, but some people do not like reading for long periods. This is why successful websites have started utilizing less text and more videos. Some people read slowly, which means the likelihood they’ll read the entirety of a long post is pretty slim. This undermines the time spent writing, the message trying to be conveyed, and wastes the potential traffic a video could bring.

Second, video content is a known quantity to the audience. The audience sees exactly how long it will take to watch. This goes back to how text can be a longer task for slow readers. By putting what you want into a video, you can quickly and efficiently distribute information, with the added benefits that using a visual medium entails.

Video content is visual! Demonstrations, visual aids, and crucial first impressions are readily part of the content. Instead of text pointing to an inserted image or link, video incorporates it directly to the viewer while providing context.  Having a person speaking to the audience can draw inflection from their voice.  After all, how many times have you wondered what someone meant by a phrase just by words alone? 

People simply draw more empathy from the spoken word than they do the written. Because video content allows for emotion to play a front-seat role in how people take in and absorb the information, you can effectively help influence the audience’s emotional response far more than you ever could with a few paragraphs of text. I have mused on occasion that text is losing its power in this era.

The point is that video content is shapeable in ways text will never be. And while I appreciate the irony of me writing an article discussing why video is better than text, the reasoning is simple: videos work. Yes, they take time, teamwork, and planning to get off the ground, with the better ones taking longer still. These can be some of the barriers for many, which prevents them from getting started on the process.

This is why we’re here! And if you’re still here, then perhaps you too feel that a video is right for you and your business. We work with each of our clients to ensure that they have the right tools to reach out to their audiences effectively.  To learn more about how we can help you with your next production, check out our FAQ series for more information.  When you’re ready to get started, email us at video@ciesc.org, or call 317-550-2228.