Reading vs. Watching: Unravel the Power of Attention through Explainer Videos

If you’re in the business of selling a product or service, you will find yourself in the need to show your consumers and potential consumers how to use said products/services ever so often.

Traditionally, this has been accomplished almost exclusively through text. Whether its instructions on the back of a shampoo bottle or more exhaustive text in manuals or on websites. In the smartphone age though, this old-school approach to conveying information is changing. It appears that in these always-connected times, videos are replacing written content as the primary way of conveying information to users of all sorts of things, whether officially or otherwise.

As MUO reports, How To and tutorial videos are fourth in the top ten most popular genres of video uploaded on YouTube. This isn’t just an idle fad driven by the advent of smartphones either, because there’s plenty of empirical evidence that backs up the popularity of this trend.

Video Trumps Text – By the Numbers

The human race has always been very visually-oriented. From ancient cave paintings standing as proof for the sheer history of visual communication, to the strength and popularity of the film industry both in India and globally even today, we just like to see rather than read. This is because videos require less effort to consume, and stimulate the senses responsible for both auditory and visual responses in the human brain. Numerous studies are available to back this up.

For example, this article on Medium suggests that as human beings we’re hard-wired to respond to movement and noise. It is part of our DNA. So much so that the same article cites a staggering statistic – on an average, a viewer can recall 95% of a message he or she say on video, as opposed to a paltry 10% from what they read. Forbes has an article backing up the popularity of video over text, and has offered up a litany of statistics to back up this stance.

We’ve reproduced some of the most pertinent below:

• The Future is Video – By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic
• Rampant Growth – YouTube reports mobile video consumption rises 100% every year
• Mass Consumption – 55% of people watch videos online every day
• Video Encourages Sharing – 92% of mobile video consumers share videos with others, social video generates 1200% more shares than text and images combined
• Going for the Conversion – Including a video on a landing page can increase conversion rates by 80%
• Senior Executives Tend to Favour Video – 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch video

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The Extreme Popularity of Explainer Videos

One of the most popular forms of conveying important information on its functions, rather than promoting the product is explainer videos. These videos are typically created by the manufacturer or service provider, and help viewers understand how to best use the product or service on offer in an interesting, engaging, fun, and easy-to-understand format. Some popular examples include American Express, AirBNB’s Belo service, Nestle, Amazon Prime and more.

There are several types of explainer videos, including:

• 2D Animated explainer videos (character animation)
• Animated infographic-style videos
• Whiteboard animation videos
• Kinetic typography-enabled videos

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As you can see, the formats, styles and products or services are so versatile and diverse, and yet, they are all communicated through this one exceedingly effective medium. The beauty of explainers is in its simplicity. You can breakdown complicated procedures or list simple steps and if executed correctly, all of it is presented in a piquant and easily digestible package.

Take a look at Toolbox Studio’s explainer video production capabilities.

Invest in a Quality Explainer Video for Your Business

Here at Toolbox Studio, we too recognise the power of explainers, and have over 10 years of experience in the field of producing high-quality explainer videos. Our client list includes the likes of H&R Block, Housal, HCL, LTI and more.

Check out our Explainer Videos portfolio to get a feel of the kind of videos we can produce for you

Numbers don’t lie, and you can’t fight human nature. There’s no denying that content will much be more effective and leave a stronger impression when presented in a motion picture format as opposed to plain old text. And if you are looking for a partner to help create explainer videos that are creative, engaging, and effective, then look no further than Toolbox Studio.

Shahrukh Sayyed

Last updated: July 3, 2024

Shahrukh Sayyed, a skilled Cinematographer and Video Editor, brings over a decade of industry expertise. Shahrukh's impact is evident in major ads for Coca-Cola, Manforce, Invisalign, Kia Seltos, Spotify, and more, earning accolades in international film festivals.