The Power of Video:  Tapping into Why Video Works

As technology continues to grow and evolve, entrepreneurs are finding new and innovative ways to reach their target audience. Among these methods is something that has been around for a while, but it continuing to evolve and dominate. Video content has proven to be one of the most effective tools for businesses of all sizes and industries. The power of video content lies not only in its ability to engage and captivate the viewer but also in its unique capacity to tap into psychology and evoke powerful emotions. In this blog post, we will explore the psychology behind the success of video content and how entrepreneurs can use it to their advantage.

Visual and Auditory Dominance:

Visuals and sounds are often considered the best combination to capture the audience’s attention. When it comes to video content, the combination of moving images and sound makes it significantly more engaging than static images or text. The human brain processes visual information 60,000 times faster than text, making it easier for viewers to absorb information. 

On top of that, the combination of visuals and sound in video content allows for more relatable communication. Facial expressions, body language, tone of voice, background music, text subtitles, and effects all contribute to the overall message and emotional impact of the video and alsocreate a multisensory experience which deepens the connection between the viewer and the content, making it more impactful and persuasive.

Storytelling & Resonating Emotionally:

Which leads me to my second point, the combination of visuals, music, and narrative elements in videos trigger emotional responses in the audience, which helps create a lasting impact on viewers. Entrepreneurs can use storytelling techniques to engage their audience and evoke emotions that will help people resonate with their brand. Emotional resonance is an essential component of video content because it helps create a sense of connection with viewers and can be an effective tool for building a customer base.

Stories have a profound impact because they can engage your customer both logically and emotionally and when viewers are able to connect in that way with a video, they are more likely to remember it, engage with it  and share itwhich then increases brand exposure and customer loyalty & retention.

Information Retention:

As you’ve probably guessed, video content is an effective tool for delivering information to an audience. Studies have shown that viewers remember information presented in videos better than information presented in text alone. Video content combines visuals, audio, and storytelling to engage multiple cognitive processes at the same time, leading to enhanced information retention. Entrepreneurs can leverage this knowledge by providing their audience with essential information about their product or services in video format. This not only helps viewers remember information better, but it can also build trust in your brand.

Video content also allows for complex ideas and concepts to be presented in a more concise and easily understandable format. Video can be used to simplify complex topics, making them more accessible and understandable to their audience. This streamlined delivery not only ensures better comprehension but also facilitates decision-making and action-taking.

Social Proof:

One of the most powerful tools in video content is social proof. This psychological “phenomenon” is based on the idea that people are more likely to trust a product or service if they see other people using it. By including real people using and endorsing products or services in videos or seeing a lot of people engaging, commenting and supporting it, we can leverage the power of that ‘social proof’ to build up and retain our customer base, and can also be used to create a sense of community around your brand. 


Video content has proven to be a powerful tool for entrepreneurs to engage, captivate, and inspire their audience. By tapping into the psychology behind why it’s successful, video content can help create a lasting impact on viewers, build trust in your brand, and create a sense of community. You definitely should be incorporating video content into your marketing strategies, if you’re not already.  In fact, every client we consult with, we suggest using video to market their brand because that’s what we use in our own businesses.  The bottom line is, meet your customer where they are and with what they like.

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