An Update: Ryan Abramson and The Power of Video
Jun 23
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In today’s rapidly evolving digital landscape, the way we communicate has shifted significantly—and video is now leading the charge. While traditional methods like emails, newsletters, and memos still have their place, they no longer command the same level of engagement. Ryan Abramson, a leader in strategic communication and digital storytelling, emphasizes that short-form video has become an essential tool for connecting with audiences. As platforms such as Instagram, YouTube, and TikTok dominate user attention, video content has proven to be more impactful, memorable, and effective.
In fact, studies show that people retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. With attention spans decreasing across generations, brands and professionals must adapt. Oakridge Leaders highlights that incorporating video into a communication strategy isn't just innovative—it’s essential for staying relevant and ensuring messages are heard. Whether you're marketing a product, sharing a story, or providing education, video offers an unmatched ability to capture attention and drive engagement. In this fast-paced world, Ryan Abramson urges businesses and leaders alike to embrace video as the future of effective communication.
🎥 The Shift Toward Video
According to a Forbes article by Benjamin Laker, “Video is 600% more effective as a marketing tool than email and print combined.” This isn’t surprising when you consider the way people consume information today. Platforms like Instagram and YouTube have made short-form video the king of content, offering dynamic and engaging ways to communicate ideas.
A study from MyEmma highlights that 72% of customers would rather learn about a product or service through a video, and 84% say that watching a brand’s video convinced them to make a purchase. Compare this to text-based communication like emails, which often go unread or are skimmed at best.
👍🏻 Ryan Abramson: Why Video is More Effective
Primary Source Material: Ryan Abramson, a Langhorne-based communications consultant at Oakridge Leaders, emphasizes, “Video has the power to be the centerpiece of communication, with written content acting as supporting material. Yet, most organizations still do the reverse.”Videos allow viewers to see and hear the message, creating a more personal and relatable experience. While traditional formats like emails and newsletters rely on static text, video combines visuals, audio, and emotion to capture attention and drive engagement.
Decreasing Attention Spans As highlighted in a blog post by XSplit, the average human attention span has decreased to just 8 seconds. Future generations, who have grown up scrolling through social media, are even more likely to skip lengthy text-based content. Video, especially short-form video, delivers key messages quickly and memorably.
Scroll Culture The ubiquitous nature of cell phones means that people are scrolling more than they are reading. Platforms like Instagram and TikTok have trained users to expect bite-sized content that can be consumed in seconds. As Offeoexplains, people process visuals 60,000 times faster than text, making video the obvious choice for reaching today’s audiences.
🤳🏼 Video’s Versatility
Another reason video outshines traditional communication is its versatility. A well-produced video can serve multiple purposes:
Emails with Embedded Video: According to Hippo Video, emails that include videos see 300% higher click-through rates compared to text-only emails.
Social Media Content: Short-form videos on Instagram, TikTok, and YouTube Shorts are perfect for quick updates or announcements.
Supporting Material: Even newsletters and memos can benefit from embedded videos to break up text and make content more engaging.
🚨 Video Builds Trust and Authenticity
“People connect with people, not paragraphs,” says Ryan Abramson. “A short video can convey sincerity and emotion in a way no memo or email ever could.” Whether it’s a CEO addressing employees, a brand introducing a new product, or a nonprofit sharing its mission, video fosters an emotional connection that builds trust and authenticity.
✅ How to Incorporate Video Effectively
Start Small: Use short videos to replace lengthy emails or memos. For example, a 30-second video update can accomplish more than a 500-word email.
Leverage Social Media: Platforms like Instagram and YouTube are perfect for sharing quick, impactful messages.
Focus on Quality: While videos don’t need to be Hollywood-level productions, good lighting, clear audio, and concise messaging are crucial.
Track Engagement: Use tools like LinkedIn analytics to measure the impact of your videos and refine your approach over time.
📝 How About an Example:
Incorporating video into your communication strategy doesn’t require a massive production budget or a full-time videographer. In fact, Ryan Abramson—a strategic communications expert based in Langhorne, PA—recommends starting small to make a big impact. For example, instead of sending out a lengthy 500-word internal memo, record a quick 30-second video update. Employees are more likely to watch and retain your message, especially when it's personal, visually engaging, and easy to digest.
Once you're comfortable with short updates, take it to the next level by sharing content externally. Social media platforms like Instagram Reels, YouTube Shorts, and TikTok are designed for brief, captivating content that connects with audiences quickly. Ryan Abramson of Oakridge Leaders notes that these channels are ideal for brand storytelling, service highlights, or leadership insights. The key is to be authentic and intentional.
While your videos don’t need to rival Hollywood, quality still matters. Use natural light or ring lights, make sure your audio is clear, and plan your message before you hit “record.” A poorly lit, hard-to-hear video can hurt more than help.
Finally, track your engagement. LinkedIn analytics, YouTube Insights, and Instagram metrics allow you to see who’s watching, how long they’re staying, and what’s resonating. Ryan Abramson emphasizes that these data points help refine your approach—so each video becomes more effective than the last. Whether you're in Bucks County or reaching audiences across the globe, video is your gateway to stronger, more memorable communication.
📣 Oakridge Leaders: The Future of Communication: Why Video Matters
As technology and consumer habits continue to evolve, video is poised to dominate the communication landscape. To stay relevant, businesses and organizations must embrace video as a core element of their strategies. Whether it’s creating a quick explainer video, a product demo, or a short update for social media, the opportunities to connect with audiences through video are endless.
For more insights on the power of video and how to integrate it into your communication strategy, check out these resources:
By leveraging video as the centerpiece of your communication strategy, you’ll not only meet the needs of today’s audiences but also build stronger, more meaningful connections that drive long-term success.
