How Online Video Content Affects the Brain


Here at Big Zoo, we love making video content and we’re passionate about telling you why you need it for your business. We’ll let you know all the facts and figures about how your potential clients react to videos and how it’s the single most-effective format for turning website viewers and social media users into customers, but what makes it so successful? Let’s look into how online video content affects the brain.


We Retain More of What We See


Have you ever worked your way to the bottom of a page in a book, looked up and realised you can’t remember a single detail of what you thought you had just read? This is because your brain isn’t exactly great at absorbing the information you read.


According to research, our brains only retain 20 percent of what we read, which is why you might miss some vital information in a murder mystery novel and be left wondering why the twist in the plot makes no sense. Audio alone is even worse – only ten percent of that goes in, and probably even less than that if you’ve been purposefully trying to zone out an irritating radio DJ droning on about how it’s National Cabbage Day or something similar.


The brain, however, loves visual stimulation. A massive 80 percent of video and imagery is retained, making it the single best way to get your message across and to be remembered.


Video Processes Faster in Your Brain


Your brain is the complete opposite of that knackered old laptop you keep for when your iPad runs out of charge. Whereas you’re fine to knock out a few pages on Microsoft Word on your 2011 Dell, as soon as you try to play a video of a dog skateboarding you might as well write off the next three weeks waiting for the buffering to subside.


Conversely, your brain processes video a whopping 60,000 faster than it does text, making it fantastically effective for conveying a raft of information.


People Get Bored of Text


When faced with a barrage of text, many people give up. In fact, 80 percent of content on text-only pages never gets read. That rises to 100 percent when it comes to trawling through the updated iTunes terms and conditions. Seriously, they could put ANYTHING in there.


Videos keep the brain busy for longer. There is more to keep it engaged and that means a video viewer receives more of your message.


Emotional Connection


The fact that people last longer on videos than with walls of text is because of the fact we are programmed to feel emotional connections with images. Whether it’s a real person or an animation, we engage more with what we see in videos than what we read. Our brains find it more meaningful and it’s very difficult to feel the same bond towards the printed word.


If you would like Big Zoo to create a bespoke video for your business, contact us today and we can chat about your requirements.