Is video the most effective form of communication?

The old cliche says “A picture is worth a thousand words”, which means that many different subtle ideas, details and expressions can be communicated with a single image. If that’s the case, how much is a video worth? Video generally consists of 24 frames per second and generally 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 much more that can be packed into a video. A video also usually contains many different shots with many different actions occurring on the screen.

So video is the clear winner, right?

Well, I would say that a certain level of care must be taken to get the message across properly. In other words, the video can certainly be a lot more shocking if all the garbage is cut out. I like to think of video production as a way of communicating an idea or an emotion, which is usually tied to a story or a brand. This can be done with a still image if desired, but there are many more options and tools if it is achieved with video, and I think a video is much more effective. In fact, the data that has come to light in recent years backs it up.

According to Brightcove, a cloud-based online video delivery platform, social video generates 1200% more shares than text and images combined.

However, it is not as simple as picking up your phone and pointing 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 calm music that turns into a spectacular chorus can have a much greater impact on expressing the correct emotion or message. The audience is persuaded of a certain feeling not only by what they hear, but by the actions and story that unfold on the screen, the growth and development of the characters, or the masterfully composed images sequenced together to perfection.

I personally believe that video is and will always be the most powerful medium to communicate. If a picture is worth a thousand words, what is a video worth at 24 frames per second? Maybe a video is worth a hundred thousand words …

Is Video the Most Effective Form of Communication?

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