Is video the most effective form of communication?
The old cliché says “A picture is worth a thousand words”, which means that many different ideas, details and subtle expressions can be communicated with a single image. If that is the case, what is the value of a video? Video typically consists of 24 frames per second and typically includes audio, music, sound effects, or the spoken word.
There is a clear technical advantage to using video over a still image as there is so much more that can be packed into a video. A video also often contains many different shots with many different actions happening on the screen.
So video is the clear winner, right?
Well, I would say that a certain level of care has to be taken to communicate the message correctly. In other words, video can certainly be much more impactful if all the junk is removed. I like to think of video production as a way to communicate an idea or an emotion, which is usually tied to a story or a brand. This can be done with a still image if you want, but there are so many more options and tools if you do it with video, and I find video to be much more effective. In fact, the data that has appeared in recent years supports it.
According to Brightcove, a cloud-based online video delivery platform, social video drives 1,200% more shares than text and images combined.
However, it’s not as simple as grabbing your phone and pointing it at someone in the office. Brightcove also states that 62% of consumers are more likely to have a negative brand perception of a brand that posted a poor quality video.
Video production gives creators many more tools to work with to get the message across. Subtle social interactions between two people, or quiet music that builds into a spectacular chorus, can have much more impact by expressing the right emotion or message. The audience is coaxed into a certain feeling not only by what they hear, but also by the actions and story that unfolds on screen, the growth and development of the characters, or the images masterfully composed and sequenced together perfectly.
Personally, I believe that video is and always will be the most powerful medium to communicate. If a picture is worth a thousand words, how much is a video worth at 24 frames per second? Maybe a video is worth more than a hundred thousand words…