The Power of Video: Why It’s Time to Rethink Traditional Communication

In today’s fast-paced world, communication has evolved dramatically. While emails, newsletters, and memos have long been staples of professional and personal interaction, video has emerged as a far more engaging and effective medium. With more people turning to platforms like Instagram, YouTube, and TikTok for information, and with attention spans shrinking with each generation, video is not just an option—it’s becoming a necessity.

The Shift Toward Video

According to a Forbes article by Benjamin Laker, “Video is 600% more effective as a marketing tool than email and print combined.” This isn’t surprising when you consider the way people consume information today. Platforms like Instagram and YouTube have made short-form video the king of content, offering dynamic and engaging ways to communicate ideas.

A study from MyEmma highlights that 72% of customers would rather learn about a product or service through a video, and 84% say that watching a brand’s video convinced them to make a purchase. Compare this to text-based communication like emails, which often go unread or are skimmed at best.

Ryan Abramson: Why Video is More Effective

1. Primary Source Material: Ryan Abramson, a Langhorne-based communications consultant at Oakridge Leaders, emphasizes, “Video has the power to be the centerpiece of communication, with written content acting as supporting material. Yet, most organizations still do the reverse.”Videos allow viewers to see and hear the message, creating a more personal and relatable experience. While traditional formats like emails and newsletters rely on static text, video combines visuals, audio, and emotion to capture attention and drive engagement.

2. Decreasing Attention Spans As highlighted in a blog post by XSplit, the average human attention span has decreased to just 8 seconds. Future generations, who have grown up scrolling through social media, are even more likely to skip lengthy text-based content. Video, especially short-form video, delivers key messages quickly and memorably.

3. Scroll Culture The ubiquitous nature of cell phones means that people are scrolling more than they are reading. Platforms like Instagram and TikTok have trained users to expect bite-sized content that can be consumed in seconds. As Offeoexplains, people process visuals 60,000 times faster than text, making video the obvious choice for reaching today’s audiences.

Video’s Versatility

Another reason video outshines traditional communication is its versatility. A well-produced video can serve multiple purposes:

• Emails with Embedded Video: According to Hippo Video, emails that include videos see 300% higher click-through rates compared to text-only emails.

• Social Media Content: Short-form videos on Instagram, TikTok, and YouTube Shorts are perfect for quick updates or announcements.

• Supporting Material: Even newsletters and memos can benefit from embedded videos to break up text and make content more engaging.

Video Builds Trust and Authenticity

“People connect with people, not paragraphs,” says Ryan Abramson. “A short video can convey sincerity and emotion in a way no memo or email ever could.” Whether it’s a CEO addressing employees, a brand introducing a new product, or a nonprofit sharing its mission, video fosters an emotional connection that builds trust and authenticity.

How to Incorporate Video Effectively

1. Start Small: Use short videos to replace lengthy emails or memos. For example, a 30-second video update can accomplish more than a 500-word email.

2. Leverage Social Media: Platforms like Instagram and YouTube are perfect for sharing quick, impactful messages.

3. Focus on Quality: While videos don’t need to be Hollywood-level productions, good lighting, clear audio, and concise messaging are crucial.

Track Engagement: Use tools like LinkedIn analytics to measure the impact of your videos and refine your approach over time.

Oakridge Leaders: The Future of Communication: Why Video Matters

As technology and consumer habits continue to evolve, video is poised to dominate the communication landscape. To stay relevant, businesses and organizations must embrace video as a core element of their strategies. Whether it’s creating a quick explainer video, a product demo, or a short update for social media, the opportunities to connect with audiences through video are endless.

For more insights on the power of video and how to integrate it into your communication strategy, check out these resources:

• Stop Sending Emails and Start Using Video

• Text vs. Video: Why Video Emails Are Driving More Sales

• 4 Video Marketing Statistics That Will Change the Game

• Video vs. Text: Which is More Effective?

By leveraging video as the centerpiece of your communication strategy, you’ll not only meet the needs of today’s audiences but also build stronger, more meaningful connections that drive long-term success.