Why People Stopped Reading and Learned to Love Video

People don’t read anymore. At least not on the internet. With the advent of the information age, the trend for consuming content has gone towards watching, listening, and scanning rather than reading.

Out of these three trends, watching video has been and will continue to be most disruptive. There’s one simple reason why: it works. Really well.

Any brand looking to advance should consider how they can use the power of video to engage with their target audience.

Here’s a rundown of stats we find interesting. If you’ve got your scuba gear ready, follow the sources for a deep dive.

Video is popular

1. 93% of marketers use video in campaigns.
2. 500 years’ worth of YouTube videos are watched on Facebook each day.
3. 92% of B2B businesses use video in their campaigns.

For good reason

1. Video is 600% more effective than print and direct mail combined.
2. 70% of consumers say they’ve shared a brand’s video.
3. Two-thirds of Twitter users feel it’s worth watching videos tweeted by brands.
4. 88% more time is spent on a site with video.
5. 72% of businesses say video has improved their conversion rate.
6. 82% of marketers confirmed positive impact from using video.

Why people love it

Video is a super dense way of communicating. Our brains are wired to the full suite of communication—body language, eye contact, tone of voice, etc.—and video supplies all of it quicker and better than copy.

In fact, one minute of video is worth 1.8 million words.

This density of information not only makes video exponentially more engaging, it’s tailor-made for our modern busy world where the average attention span is 8 seconds—1 less than a goldfish.

Now, some context

These facts are leading to some big shifts in how the entire global media industry is treating content. Big companies are betting huge on the “Pivot to Video” and those who don’t follow along—in a savvy way—will be left behind.

For anyone that’s not a giant media corporation, this means that consumers:
1. Are receptive to video.
2. Are saturated with it.

What it takes to win

Video provides a huge advantage, but just about everyone has already picked up on this. To win, you must cut through the noise.

Here’s how we’ve done that with the brands we serve:

1. Give a reason to watch
People will be hooked if they see an immediate benefit for spending their time on your video. For SouthPointe Pavilions’ Back-to-School videos, we offered a $50 gift card as a prize if they liked and commented on the video.

2. Engage your viewers
People will only watch long enough to get the point, but will lose interest quickly if it takes too long. So either get to the point quickly or make a video that grabs attention and doesn’t let go, like we did for Matt Talbot’s TV spot by utilizing a potent metaphor.

3. Know its strengths
Play to the strengths of where your video will live—make social media videos interactive, make TV commercials engaging, and make trade show videos surprising enough to stop people in their tracks, like the video we produced for Howard Fertilizer & Chemical

Video is an increasingly important part of how we communicate. Contact KidGlov if you’d like to leverage the power of video to advance your brand.


Just the Stats: The Science of Video Engagement, by hangwon at Single Grain
19 Intriguing Video Marketing Stats (& Proving Why You Should Implement It), by Christine Austin at IMPACT
A Minute of Video Is Worth 1.8 Million Words, According to Forrester Research, from Market Wired