Post by Felicity Whelan, Managing Director – GLUE Content

What’s with all the hype about video content?

Video didn’t kill the radio star, it killed everything, including text here’s why:

Watching a video and reading a print article require completely separate cognitive functions and for business’ its important to understand the differences before you make a decision to use video content instead of print content.

From all of the statistics out there regarding video engagement it’s clear that internet users love video. Nielson claim the average consumer with an Internet connection watches on average 206 videos per month – that’s roughly 7 videos per day. They also found that 64% of marketers expect to focus their marketing strategies around video in the near future.

However, before you go out and spend your entire marketing budget on video Nielson also discovered that there are situations where visitors would prefer text.

The brain can process video content 60,000 times faster than text, meaning it has to work a lot less hard than when it has to read text. Humans naturally gravitate towards activities that require less effort.  Reading is active, watching video is passive.

Text is preferred in situations where your audience wants to retain control of what order they receive their information in. They may prefer to click through from a print article through to the supporting research paper for further clarification, before returning to the print article to continue reading. This is a very active and deliberate method of consuming information where the audience is not usually passively searching or scrolling through.

While reading is giving our cognitive processors a work out, video is better at getting us to feel. When we watch a video we become immersed in it creating an empathetic connection to it. Out brains begin to mirror what’s unfolding before us as if we were a part of the scene, even when we are just sitting passively on the sidelines. Creating an emotional response drives action, so overall we are far more likely to sign up for something in self interest if there is emotional motivation involved.

Playing up your brands personality with unique video content can leave your audience with an emotional connection to your brand, creating a feeling that will amount to more business in the long run.


Felicity Whelan

Flick-blog-picFelicity has a decade of experience working as a presenter, host, MC, producer and content strategist. She’s worked both in front of and behind the camera for Fox FM, Triple M, Channel 9’s Today Show and Network Ten. She is now the founder and Director of GLUE Content and delivers video content for major corporates, creative agencies and sport brands. At the forefront of content development Felicity’s knowledge gives her an edge when it comes to driving engagement. Whether using the power of content to engage fans in sporting stadiums or innovating new ways for corporates to induct and train staff, Felicity is looking to the future and evolution of content by using the power of video to engage the next generation.