By Maggie David Holley
I like reading fiction because it’s fun and it hones my writing skills. But when it comes to non-fiction, say, self-help books, business books, books on pop psychology, or how-tos, I prefer to watch and listen.
I listen to audiobooks while commuting between my house and office. I remember stories I see on YouTube more than stories I read in magazines. I tend to click on video links first after Googling instructions on how to use a new application. Over time, my patience for reading big blocks of text that don’t involve characters and plot has worn thin.
I’m not the only one. According to eMarketer, approximately 80% of Internet users regularly watch online video. Meanwhile, we’re continuing to witness the sad and steady decline of print material—print publications are either moving online (where articles tend to be shorter) or closing down altogether.
Blame it on television, the Internet, and other technological advances that have gradually spoiled our senses to expect constant stimulation. Blame it on increasing levels of job complexity and years of multitasking. Whatever it is, our attention spans are shrinking. And that’s why when it comes to people’s preferences on how to receive information, video is fast becoming king.
Here are 3 reasons why videos are more efficient at telling you about what’s going on:
Videos take less time
Unless you’re a speed reader, it probably took you a whole lot longer to read Harry Potter and the Deathly Hallows than the two hours it took you to watch the movie. You might have enjoyed the book more (I did), but we’re not talking about enjoyment here. We’re talking about how long it took you to know what’s going on. If your goal is to figure something out, then you’re likely to get there faster by watching and listening than by reading.
Fewer and fewer of us have the luxury to sit down and read a 12-page newsletter, a thousand-word case study, or even a small brochure. Chances are, all we have is a couple of minutes every now and then. And in a couple of minutes, a well-crafted video can convey the same information contained in a full-length feature article.
Videos are more engaging
With more components at their disposal, videos are more likely to grab our attention. Newsletters, white papers, case studies, and brochures can use text, images, and illustrations. Videos can use all that plus narration, motion, sound, music, and dialogue.
Videos are also more likely to activate our orienting reflex, which is a safety feature built into our brains. Say you’re in the living room late at night with your spouse, quietly listening as she talks about her day. You hear a noise behind you. You pause. Sounds like someone’s jiggling the door knob!
Your brain focused on the jiggling instead of her story because it’s biased toward new sights and sounds. The faster and less predictable the new sight or sound, the stronger your orienting reflex is. In the same way, the rapid movements and edits in video clips activate it, thus grabbing your attention again and again (granted this makes us all a little ADD, but I digress).
Videos show as well as tell
Videos are ideal for demonstration. If I’m thinking about buying a machine, I’d like to see exactly how it works. Short of going to a live demonstration, a video can do that for me. Text and photos are great, but without motion, certain parts are still open to misinterpretation (if you’ve ever tried to put together a piece of furniture using illustrations, you’ll understand what I mean).
If I’m trying to figure out how to use a new application, a screencast where a user points, clicks, types, and talks through the various features makes it easier for me to follow along. A searchable PDF is certainly useful, but annoying if all I want is an overview. Text is just not as good as video when it comes to conveying how a piece of equipment works, what exactly happened at an event, or a what a person’s tone and body language were like as they were speaking. And for many readers, users, and buyers, seeing is believing.
This is not to say that you should stop using written material as part of your communications strategy. Far from it! Written collateral has been the workhorse of marketing communications for decades, and it works. While video’s on the rise, there are still plenty of people who prefer to read and/or have time to read. So if you can, use both. Just make sure to leverage your content across several platforms as much as possible. That way, you’re not reinventing the wheel.
The post 3 Reasons Why Videos are More Efficient at Telling Stories appeared first on Maggie Holley │ Healthcare Marketing Writer.