A digital marketing strategy is like sailing in the ocean.
It is a fact: videos are the most engaging type of content on the internet. It is for a reason that Cisco predicts that by 2020 video traffic will be 82% of all consumer internet traffic. But why is that? What’s the science behind the growing popularity of internet videos? The mad scientist at Yum Yum Videos did his research and is willing to show you what he came up with!
#1: Our brains are visual organs
As you might already know, vision is the sense that we use the most in western culture. Because of biological and cultural reasons, 90% of all information that the brain processes is visual. Having said that, it is no surprise that 65% of people are visual learners!
When it comes to eye candy, videos are the ultimate source of visual delight: they present in a compelling manner images and animations that stimulate our cognitive abilities. That’s why, for learning and for marketing as well, videos are a great resource.
#2: Our memories store video information better
For the same reason we are visual creatures, we remember visual content easily. Did you know that visual stimuli is stored in the long-term region of our memories? This means that, if we watch a video, we will surely remember the information in it much better in the long run than if we read text or watch a static image.
#3: What we love, we remember
Ever heard that emotions are related to memory? Intense feelings enhance remembrance. The truth is, memory is encoded in the brain’s medial temporal lobe, the same place where emotions are processed.
As your favorite movies can tell, videos can be really emotional. This explains why witty and funny videos are greatly remembered by the audience… even more on the web than on traditional TV.
Identification also plays an important role in engagement, and engagement is mostly emotional, so add a cute character that resembles your buyer persona to directly attract the audience you are interested in.
#4: Learning speed
Our brains are hardwired to prefer less stressful tasks over heavy duty ones. They are efficient even at that! When we read, the process requires us to be actively involved. Reading is an active activity, to the contrary of watching a video, which is passive.
That’s the reason why, if you ask people whether they prefer reading a book or watching a video, they’ll mostly opt for the second. Videos are processed by our brains 60,000 times faster than text!
#5: Videos are more pedagogic
Although visuals are the primary resource of videos, they offer much more than that. Videos also include audio –music, voiceovers and sound effects– and animation, which is the possibility that every element on screen gains life through motion. And let’s not forget, the fact that videos are not static time-wise means that they are an awesome resource for storytelling.
For their versatility, you can even explain hard concepts and technical info much better through video. And in less time, too.
In today’s information-saturated world, it is more important than ever to be quick and relevant in the way we communicate. Especially when it comes to the internet! If you are planning to step up your marketing game in 2017, be sure to include video as a part of your strategy. Contact us anytime and tell us what your brand is all about. We’d love to help you out.