Replicating That In-person Feel with Video
Posted January 9, 2024
There are countless statistics highlighting how much people prefer videos over reading when learning about a company’s products or services. For example, according to Yans Media, only 20% of users prefer to read, while the other 80% would rather watch the same content in a video.
Wyzowl reports that among people looking to learn about a product or service, 73% would rather watch a short video, compared to just 11% who prefer reading text. Similarly, Elite Content Marketer found that 66% of people prefer watching a short video to learn about a product or service, versus 18% who favor text-based content.
Whether it’s 80/20, 73/11, or 66/18, the exact ratio isn’t what matters. What’s important is the clear overall preference for watching content rather than reading it, especially when it comes to understanding products or services. Users generally prefer content to be delivered to them, rather than having to read it themselves.
Why is this the case? In my view, it’s simple. Consumers are seeking an experience that mimics speaking with someone in a store. Watching a video is currently the closest we get to human interaction online. Even online chats, where a real person might be behind the keyboard, are still text-based and lack the experiential feel that videos provide.
Thinking of explainer videos as more than just a way to convey information changes the perspective entirely. They become a medium for offering customers a form of human interaction, guiding them through content as if holding their hand through the learning process.
This approach makes traditional, utilitarian videos with low-quality background music and a flood of on-screen captions feel outdated. Today’s users want full engagement, which includes visuals, whether animated, live-action, or a combination, and a friendly, guiding voice that leads them along a path of discovery.
Viewing explainer videos as an opportunity to connect directly with customers can benefit both a company’s bottom line and customer satisfaction. They are no longer just another marketing checkbox; they are a chance to speak to your audience in a meaningful, human way.
And who wouldn’t want that? Well, I suppose 20% of people might still prefer reading.