September 30th, 2014

Reading vs. Watching: The Impact of Video Production

By: Mindi Long

Video Makes a Difference

In the years since I have stepped into the video production world, I have never grown tired of the reaction that comes when someone views an impactful video for the first time. This reaction comes in a variety of forms, whether it is from the end client of a personal video, or a corporate video that is used for internal or external purposes. Each one has its own unique message and the impact of video can make a difference in the lives of people every day.

For example, imagine you take a family vacation with 25 people, capture video all week, come back and edit with impactful music and tell a great story to share with your family for years to come. The impact of that video will be far greater than if you were to simply write in your journal about all the great experiences you had on vacation and then shared that with your family. The impact, reactions to, and — most importantly — the engagement will not be near as strong with a journal entry as it will be with the video.

Apply this same perspective to a business video. You spend thousands of dollars putting on a big event showing employee or client appreciation, you capture video all week of the smiling faces, great attitudes and employee morale, take some impactful music and edit it into a great recap piece for all to enjoy. Employees are going to talk about this and share it with their family and friends a lot more than they would a one-page article written in the company newsletter recapping the event and all the fun times that were had.

Now, lets take that example one step further than the personal or even internal corporate communication and apply it to ROI, customers and increased sales. If you are selling a product or service, and want to engage and communicate with your target audience online, video is often the most effective way to do that. Your clients are looking online for your services, landing on your site and wanting more information. Make it easy for them to access information in a variety of formats, with helpful video information being one of the most consumable and desirable communication methods.

The Impact of Video in the Field

The Frozen Fire team took this concept out to the field to test it out. Through a very fun planning process (that you can read about here through our intern Meg’s blog), we set out to educate the public on the latest dance craze (which really didn’t exist) and gave on-lookers the option to read about the dance moves or see them in person. The results perfectly supported our view that when given the choice between watching or reading, most people prefer to watch instead of read the content. Once they begin watching, they begin to engage. Engagement resulted in participation, and in return created an emotional connection with the content.

When a client is given the choice between watching or reading, 90% of the time, they will choose the option to watch a video over reading. Once you get someone to hit play, you are successfully engaging your visitor and improving the chances of communicating your desired message. Video is a proven method to quickly engage your audience as fast as possible.

Take a look at this fun (and a little bit goofy) video as we show real examples of people’s preferences when given the option to read or watch. Let Frozen Fire help your business communicate your message through video.

Frozen Fire is a Dallas internet marketing and video production company that helps companies harness the most powerful aspect of modern marketing—the internet—to engage customers in memorable and meaningful ways. Ways that ignite sales and business growth. Contact us to learn how we can help your business.



Want to know more about video pricing. Check out our article here.

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