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Video vs Text – Which is better and the most effective?

If you’re looking for the best way to market your business, create training for your employees or are simply looking to boost those coveted ‘likes’ on your web page, then you need to consider the best medium for grabbing the attention of your target audience and keeping vital information in their thoughts long after they have vacated your site.

As an avid reader and writer myself, what I am about to put forth feels like a betrayal of the soul but, if you look at the straight facts put forth by endless research and statements by cognitive experts, all point to the fact that video is the medium of choice when it comes to achieving the above goals.

Let’s look at the facts and let video and text fight it out before your very eyes!

In the red corner, we present: text, heavyweight champion of the cognitive workout!

In the blue corner: video, the challenger boasting visual and audio sensory input.

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Round 1 (ding ding!)

The Human Brain

Text

Let’s face it, unless you’re reading a racy romance or a thrilling epic, reading is hard work and can put people to sleep no matter how well written the text might be. Unless the reader has a passion for the subject, they are going to start switching off after the first couple of lines and daydreaming about lunch time.

You might have a passion for your product, service, or training, but chances are your customers, clients, employees or readers won’t have the same level of enthusiasm. I have yet to meet anyone who says ‘let’s go and read that 2000 word manual, yeah!’. It just doesn’t happen.

As a species, we’re designed to avoid hard work. I suppose it comes from a deeply ingrained survival instinct to avoid using energy wherever necessary.

Reading difficult text equates to going to the gym for your brain and, if it’s anything like me, it’s going to want to avoid that at all costs. It wants to curl up on the sofa in its comfies and avoid pumping irons like the plague! Damn those irons!

Video

Ah! The comfies and sofa have arrived! Research suggests that the brain processes video content 60,000 times faster than text. This is because 90% of information transmitted to the brain is visual.

Ever heard of the phrase ‘an image is worth a 1000 words’. Well it is very true. Video is geared for how our visually stimulated minds work.

We are an emotional species and video engages these emotions in a way that dry text simply can’t. It gives us a window, enabling us to experience behaviours and sensations through the aid of colour, music and often the sight of a good old human face, engaging the empathic mechanisms in our brains.

Once emotions are engaged, then you certainly have your audience’s attention!

Round 2

Statistics

Text

The world is changing rapidly. With most consumers absorbed in social media and busy lifestyles, no many have the time or the inclination to sit down and take time out of their day to read through a long piece of text for half an hour or more.

Video

Per month, your average consumer will watch over 200 videos via their internet connection and are nearly 40% more likely to share content if it is presented in video form, giving businesses a vastly increased reach to their target audience. Research suggests that countless businesses are turning to video for their marketing strategies in the future.

Conclusion

It’s a Knock Out!

Video Wins!

By studying the evidence available, it is clear that if you wish your business, advertisement or training course to reach and captivate your target audience, then having an engaging video on your website is certainly the way to go.


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By |2018-11-22T13:28:14+00:00January 9th, 2017|Video Production|0 Comments

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