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Why people respond more to video than text

By Alicia Mulkey
May 13, 2016 at midnight


We’ve all heard the saying “a picture is worth a thousand words” but how much is a video worth? It must be more than a picture and certainly more than plain text.

Consumers today are more likely to share, comment and like an online video than a simple text article. Yet, studies show only a little more than half of companies are making use of videos in their marketing and advertising.

Video drives a higher rate of engagement for many reasons. Commonly, the video was humorous and they wanted others to have a good laugh or the video sparked controversy. Some even say they shared the video because they found it outrageous or extremely bad.

Video views have skyrocketed and are projected to continue growing in years to come. YouTube estimates that 300 hours of video content is uploaded to its platform every minute, generating billions of views each day.

Video offers new opportunities for marketers like never before. The days of blanket advertising to reach a single audience are behind us. With social channels like Facebook and Twitter offering video advertising, marketers have unprecedented ability to specifically target consumers based on demographic, behavior, preference and more.

The rise of YouTube and decline of traditional publishing emphasizes how much more interested we have become in visual information. It’s easy to see why YouTube receives more than one billion unique visitors every month, more than any other website apart from Facebook.

Video conveys a more powerful message because of how we process information. A well-produced video can put you where you are not only going to be found but it will also help you make an impactful message.

With the average attention span at about 8 seconds, businesses no longer need a lot of money for one big budget production. They can spend smaller amounts on short-form videos that speak specifically to a custom audience. Those that can leverage the content will have an edge on the competition.

Here at Advocate Digital Media, we can work with you to create the type of video you want to represent your company. Talk to your sales representative today.

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