If you were to look around the web these days, chances are you’d be hard-pressed to find a website that was devoid of video in some way. E-commerce sites have them on almost every product page, businesses have them on their welcome page, and the rise of Vine meets 8-second videos reside around every corner.
So it begs the question “Why Video?”
Well, let’s pretend you’re a B2B business. A study from Software Advice‘s report,the B2B Demand Generation Benchmark Survey for 2012, shows that more users prefer videos to white papers, case studies, or even live demos with reps.
A study by Implix showed that including videos in emails increased open rates by 5.6% and click-through-rates by 96.38%. That’s HUGE.
And what if you’re not a B2B company, but rather a B2C company? Or you’re not a company at all?
Well, it turns out that there’s actually a psychological and possibly even PHYSIOLOGICAL reason for us being so drawn to video. According to Susan Weinschenk, PhD (a leading speaker, author and consultant to brands like Amazon, Disney, Walmart and South By Southwest) there are four main reasons why we’re drawn to video:
- The Fusiform Facial area makes us pay attention to faces. Our brain is hardwired to focus on human faces, considering them a gathering point for information and believability.
- Voices convey lots of information. A speaking voice automatically converts information into content that your brain finds meaningful.
- Emotions are infectious. Body language is a powerful thing and should never be underestimated.
- Movement grabs attention. Since human beings first developed, our very DNA forces us to look out for movement on our peripheral.
And the final reason we’re going to bring up today? Everyone has their own unique learning style. People are typically broken into one of 3 main groups:
- Auditory (learn by hearing)
- Visual (learn by seeing)
- Kinesthetic (learn while moving)
The biggest group is exactly what you’d expect – Visual learners with 65% of the general population. They love looking at images and text on a website. But the second largest? Auditory with a whopping 30% of the population.
Video allows people to process information through both visual AND auditory means. So if you start utilizing videos on your website, you’re suddenly engaging almost 1/3rd of your users that you weren’t before. And when it comes to processing information and learning more effectively, you want the information to be as easy to process as possible.
So it looks like video’s here to stay. Welcome to a brave new world.