The Power of Visuals: Why Video Content is King

Photo Credit: Kal Visuals

We are simple creatures. We like pictures. We like colour. We prefer visual representation.

Do you remember being told by teachers, tutors, and parents to draw pictures and diagrams to make your learning easier? Do you find yourself watching YouTube tutorials because the traditional black and white is just not enough?

The plain reason is that we, as humans, are visual-minded..

How the brain processes information

The brain is connected to the eye, via the retina. The retina is the part of the eye that sends information to the brain through the optic nerve, which enables us to see. The retina contains 150 million light-sensitive cells that receive and organise visual information (Romih, 2016). Yes. Visual information.

Our research uncovered that our brains process visuals a lot faster than text, which is why we love watching videos. The average viewer remembers around 95% of messages when it is watched, while only 10% when it is text. And roughly 90% of information processed by our brains is visual.

More than half of the population are visual learners. Seeing things helps us understand and memorise data - a possible reason as to why visual learning is practiced from a young age. Parents and teachers use pictures to help children identify objects. When we first start learning how to read, the books are 90% pictures and 10% words. We relied on those pictures to help us recognise the word. We watched cartoons that taught us how to speak and learn about the world.

Thus, video has been with us since we were really young. You could even say that visuals were our second teachers. Do you ever type a ‘how to’ in the search bar and choose the video tutorial over the long explanatory article?

Video and Social Media

In today's digital world, video and social media go hand in hand. As visual learners, it's no surprise that social media platforms have increasingly become reliant on video content. In fact, Facebook reports 8 billion video views per day, and YouTube estimates 300 hours of daily video uploads, which generate billions of views. Platforms like TikTok, the fastest-growing social media platform, are fundamentally video sharing platforms, and the latest version of Instagram is no exception.

TikTok is an entertainment platform where people and influencers post videos ranging from restaurant reviews and recipes, to trendy dance routines. With endless entertaining and educational videos, it's no surprise that this platform is favoured among younger generations worldwide. On the other hand, Instagram is a popular platform where users post photos and videos, and 67.9% of users engage in this activity. Additionally, over 60% of Instagram users follow brands to learn more and stay up to date with their favourite brands.

I imagine you already know some of this information but here is something interesting we discovered: The Millennial and Gen Z audience do not care much about production quality. Those who do are either enthusiasts or are very particular about visuals. Of course this does not mean it should be neglected completely, but your time (as a business or creator) is best served in focusing on relatability, humour and valuable insights.

Video for Business

Visual storytelling is a really powerful tool that draws people in, if used correctly.

As a business, the point of content is to connect with and build a loyal following, for both present and future customers. Video is a great way to do this because you can show people your product and service, while simultaneously sharing the benefits. Filming a video can convey your brand tone a lot easier than written content. Video creates a more intimate relationship with you and your audience.

None of this is new information. But I find companies obsess over differentiation while losing the simple objective of branded video content - to convince, educate, entertain or inspire the viewer.

According to MediaMind, the chances of people clicking on a video is 27 times more than clicking on a traditional banner advertisement. Video allows the user to engage more, as it makes use of more of the senses and can impact a person’s emotions. Additionally, almost all viewers share videos, which is 1200% more than image and text shares, combined (screencast, 2022).

It is important to note that your use of video should be tailored towards a specific audience. A common mistake amongst modern businesses is the idea that they should be on every platform, rather than being where it makes the most sense to your audience.

Conclusion

Visual content is important, now more than ever. As humans, we are wired to process and remember visual information better than text. This is why video content has become such a powerful tool in marketing and social media. By incorporating video into your content strategy, you can connect with your audience on a deeper level and build a more emotional connection. Remember to focus on relatability, humor, and valuable insights rather than production quality, especially for the Millennial and Gen Z audience. Whether you are a business starting out, an independent marketer, or just looking for new ways to create content, going visual is the way to go.

. .

Need help with this? Drop us an email on info@tawoh.co.za.

Sources

Aberlo, 2023 What do people do on Instagram? via https://www.oberlo.com/statistics/what-do-people-do-on-instagram [accessed 06/04/2023]

Cabe, D and Eng, A 2020 TikTok: Wasting time, has little to offer but distraction. via https://lhslance.org/2020/opinion/tiktok-wasting-time-has-little-to-offer-but-distraction/#:~:text=From%20children%20to%20full%20grown,%2C%20self%20care%2C%20or%20shopping. [accessed 06/04/2023]

Cucu, E, 2023 [STUDY] TikTok vs. Reels vs. Shorts: Which Is the Best Short-Form Video Platform? via https://www.socialinsider.io/blog/tiktok-vs-reels-vs-shorts/#:~:text=According%20to%20data%2C%20while%20TikTok,average%20watch%20rate%20of%2013.08%25. [accessed 06/04/23]

Imagethink, 2012 true or false? Visuals are a superior medium for information via https://www.imagethink.net/true-or-falsevisuals-superior-medium/ [accessed 01/12/22]

Romih, T, 2016 Humans are visual creatures via https://www.seyens.com/humans-are-visual-creatures/ [accessed 01/12/22]

Screencast, 2022 3 Reasons why your brain loves video via https://screencast-o-matic.com/blog/3-reasons-brain-loves-video/#:~:text=Scientists%20say%20our%20brains%20process,our%20brains%20love%20watching%20video. [accessed 01/12/22]