
The Power of Video: Why It’s Time to Rethink Traditional Communication
Jan 17
3 min read
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In today’s fast-paced world, communication has evolved dramatically. While emails, newsletters, and memos have long been staples of professional and personal interaction, video has emerged as a far more engaging and effective medium. With more people turning to platforms like Instagram, YouTube, and TikTok for information, and with attention spans shrinking with each generation, video is not just an option—it’s becoming a necessity.

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: