Did you know that 80% of people remember what they see and do best, compared to 20% that remember what they read and 10% that remember what they hear?
Businesses are continuously searching for compelling ways to reach and resonate with their audience.

While written content remains a cornerstone of communication strategies, visual communication has swiftly risen to the forefront of innovative business techniques.

Because visual communication helps breathe life into text and make an impression.

Keep reading to learn more about the power of visual communication.

With a Pictory account, bringing your text to life through video has never been easier.

Sign up here, or upgrade your current plan, to explore our full video creation power.

The Impact of Video on the Modern Audience

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The digital revolution has radically transformed how consumers take in content.

Among the various forms of digital content available, video stands out as the most compelling.

The modern audience, equipped with shorter attention spans and a preference for dynamic, engaging content, is drawn magnetically to video.
Consider this scenario: a consumer, amidst their daily online browsing, is presented with an option between a 1,000-word article and a two-minute video on the same subject.

Statistically speaking, 72% of customers would prefer to learn about a service through video.

This preference isn’t arbitrary.

It’s rooted in the intrinsic qualities of video that cater to contemporary digital consumption habits.

Here are some significant factors underlining the dominance of visual content:

person with a magnet pulling people in
  • Higher Retention Rates: An impressive 95% of viewers retain the visual message from a video, compared to the mere 10% retained when reading the same message in a text format.

    This enhanced retention translates into better brand recall and more informed consumer decision-making.

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three people socializing

This profound impact of video on the modern audience signifies more than just a trend.

It’s a fundamental shift in content consumption.

Large and small businesses must recognize and adapt to this change, making video an essential part of their content creation process.

Transforming Text to Moving Images: The Advantages

In an era dominated by digital storytelling, the transition from static text to dynamic visual elements has never been more pivotal.

As audiences crave stimulating visual aids, the transformation of written content into videos presents unparalleled advantages.

Let’s delve into the compelling reasons behind this shift and the benefits it brings to the table.

Videos Boost Engagement

rocket coming out of a computure with 2,500,555 social likes

In the vast digital realm where content is abundant, the challenge for businesses and content creators alike isn’t merely producing material.

It’s provoking a meaningful response from the audience.
Engagement, often considered the heartbeat of digital success, emerges as the most crucial metric in this context.

But why is engagement so vital, especially in video content?
Firstly, let’s define it.

Engagement isn’t just a click, view, or passive scroll.

It’s a measure of the depth of interaction someone has with your content.

It’s the comments they leave, the time they spend watching a video, the shares, and the conversations they initiate.

When we discuss video content, the potential for engagement multiplies manifold.
The human brain is wired for visual processing, with studies suggesting that around 90% of the information transmitted to the brain is visual.

With their combination of imagery, motion, and sound, videos naturally draw the eye and hold attention, making them a potent tool for engagement.

Videos Provoke Emotional Responses

Whether it’s humor, sadness, inspiration, or curiosity, motion pictures can make viewers feel, and emotions are powerful drivers of engagement.
And with video, content creators can cater to a wide range of learning styles—auditory, visual, and kinesthetic.

This inclusivity means a broader audience can engage with the material, from those who grasp information by listening to others who prefer visual representations.
Narratives are also deeply embedded in human culture.

Videos offer a sequential visual storytelling format, allowing brands and individuals to weave stories that captivate audiences, fostering more profound engagement.
While many formats offer engagement opportunities, videos stand out due to their innate qualities that align with human psychology and preferences.

A visual communication strategy isn’t just an option for businesses looking to forge meaningful connections in the digital age.

It’s a necessity.

Information Retention

a computure screen with information

The essence of communication isn’t just delivering a message but ensuring it sticks.

Strong retention is essential in the vast sea of digital content, where users are bombarded with information every microsecond.

And when it comes to retaining information, videos reign supreme.

But what is it about videos that enhance memory retention, and why should businesses and content creators lean into this medium?

Human brains are biologically wired to process visual information.

Neuroscientific studies suggest that our brains can identify images seen for as little as 13 milliseconds.

Combine this rapid visual processing with auditory elements.

When both visual and auditory senses are stimulated, the chances of recall increase substantially.

More than any other medium, videos can evoke a broad spectrum of emotions.

A compelling story, paired with the right visuals and music, can resonate deeply with viewers.
Emotions, in turn, act as anchors, enhancing memory retention. When we feel, we remember.
Videos also follow a sequential format, taking viewers on a journey from beginning to end.

This narrative structure aids cognitive organization, as our brains prefer to store information in a structured manner.

A well-structured video narrative can act as a mental roadmap, making information recall easier.
Likewise, videos allow for portraying real-life scenarios, making abstract concepts tangible.

When viewers see content they can relate to, such as a real-world problem and its solution, they are more likely to remember it.
Retention is gold.

As businesses and content creators strive to ensure their messages don’t just reach their audience but also leave a lasting imprint, video emerges as the tool of choice.

Given its alignment with human cognitive processes and its ability to resonate with an emotional response, effective visual communication isn’t just a content format.

It’s a memory enhancer.

The Shareability of Video Content

a person easily sharing video content

Creating content that resonates isn’t the only goal.

It’s about fostering virality.
Shareability, the measure of how readily your audience promotes your content on their channels, often serves as the ultimate test for content’s effectiveness.
And when it comes to shareable content, videos stand at the forefront.

What makes video content so universally sharable, and why should businesses prioritize it?
At the heart of every share lies a simple question: “Will this resonate with my audience?”

Videos, teeming with color, motion, and sound, are magnetic.

They capture attention and evoke reactions, making viewers more inclined to share and, by extension, offer their network the same engaging experience.
And sharing isn’t always a product of logic.

Often, it’s driven by emotional connections.

Videos can swiftly navigate the emotional spectrum, from humor and joy to inspiration and melancholy.
When content strikes an emotional response, viewers aren’t just consuming; they’re connecting. And what we connect with, we share.
In an age of fleeting attention spans, bite-sized content wins.

Videos can deliver complex ideas into concise, understandable snippets. When viewers encounter content that’s both enlightening and easy to digest, the sharing impulse is triggered.
Videos transcend language barriers and cater to diverse demographics, too.

They’re globally comprehensible, making them relatable to wider audiences.

This universality enhances their shareability measure.
Major social media channels, from Instagram to Twitter, have optimized their platforms for video content, acknowledging their dominant role in user engagement.

This seamless integration ensures that videos are readily shareable, often with just a click.
For businesses aiming to maximize their digital footprint, shareability is the key.

While many content forms have their merits, video is positioned to be shared, discussed, and celebrated.


a funnel with people going in one end and money comming out the other

While metrics like engagement, reach, and shareability hold substantial weight, conversions reign as the ultimate testament to a campaign’s effectiveness.

After all, conversions translate to tangible actions, whether it’s a product purchase, a newsletter sign-up, or an event registration.
As the dynamics of online behavior evolve, video content has emerged as a potent driver for conversions.

But what attributes of video make it so instrumental in nudging users towards taking desired actions?
Videos offer a transparent window into a product, service, or idea.

When potential customers can see a product in action or hear testimonials directly from satisfied clients, it fosters trust.

This trust accelerates the journey from consideration to conversion.

And a well-crafted video keeps viewers hooked from start to finish.

This prolonged engagement establishes a deeper connection with the brand or product.

When viewers are engaged, they are more inclined to act, driving higher conversion rates.

Plus, videos have the advantage of integrating compelling visual cues with clear directives.

A video can showcase a product’s value proposition while guiding viewers with a clear call to action, making the path to conversion straightforward.

With advancements in video marketing technology, businesses can offer personalized video experiences.

Tailored content resonates more deeply with viewers, making them more likely to convert.

And viewers retain more information from videos than text.

When potential customers remember the benefits and features highlighted in a video, they are better equipped to make informed decisions, leading to confident conversions.

Conversions are the lifeblood of any digital marketing project.

In the quest to turn interest into action, video content is a versatile and effective tool.

Still not convinced? Read The Power of Video Marketing in Boosting Business Sales.

Video and Written Content: A Harmonious Partnership

vvideo people and person with written content shaking hands

In the landscape of content creation, a debate often arises: a visual format versus written communication, which is more effective?

However, in the realm of effective content marketing, it’s not about one overshadowing the other.

Instead, the true power lies in the harmonious blend of video and written content, each amplifying the other’s strengths to create a cohesive, engaging, and informative narrative.

While video captivates with its dynamic visual elements and auditory appeal, written communication offers depth, detailed exploration, and context.

A blog post might delve into the intricacies of a topic, while visual information can provide a concise overview or practical demonstration.

Together, they cater to diverse audience preferences, ensuring comprehensive coverage.

Search engines, in their quest to deliver valuable content to users, prioritize pages that offer diverse content types.

A well-optimized article complemented by a relevant visual presentation can improve search rankings, driving more organic traffic to the content.

While a compelling article can engage readers, adding visual media can further pique interest.

Whether it’s a video testimonial embedded within a product review or an infographic video complementing a data-driven article, the combination ensures users remain engaged for longer durations.

Different platforms have varied content preferences.

By leveraging both formats, brands can establish a presence across diverse platforms, maximizing reach.

Repetition, when done right, reinforces messaging.

In the vast landscape of content marketing, the partnership between written content and strong visual communication is both harmonious and essential.

Together, they offer a richer, more engaging, and holistic content experience, maximizing impact.

Enter Pictory: Your Online Video Editor Solution

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Visual content isn’t just a fleeting trend.

It’s a powerful communication tool that’s here to stay.

By creating a visual communication strategy, you’re adhering to modern marketing best practices and genuinely enhancing the user experience, driving engagement, and fostering brand loyalty.
Whether you’re looking to supplement your written content with engaging visual elements or convert lengthy articles into digestible video formats, with Pictory, video creation is made EASY. How?

Firstly, Pictory’s advanced AI can automatically convert long-form content into concise, engaging video scripts.

You can also customize your videos with your brand’s logo, colors, and style, ensuring that every piece of content you produce is aligned with your brand identity.

And forget about complicated video editing software that requires hours of tutorials.

Pictory’s AI software automatically matches visuals to your text in minutes.

There’s no software download required, and it’s all online.

And while quality video production often comes with a hefty price tag, Pictory offers a high-quality and budget-friendly solution, catering perfectly to the needs of businesses of all sizes.

For businesses teetering on the edge of diving into video marketing but unsure about the time and monetary investments, let Pictory convince you.

Sign up for a FREE trial of Pictory today and explore the ways our AI video generator can transform your video marketing strategy.

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