5 Fundamental Truths About Video

September 9, 2016

Truth 1: Video starts with a story.

We humans respond to stories. Storytelling is central to our lives and common in every culture (that we know of). It seems our brains are hardwired to make sense of patterns in information, and in those patterns we find meaning. We use stories to make sense of our world and to share that understanding with others. So if you really want to convey a message to an audience, tell a story.

Truth 2: Video is a visual medium.

We know Truth 2 sounds super obvious but it’s amazing how easy it is to forget this simple fact. Video is all about show, not only tell. It’s important to craft the visual story and know what images tell that story best. If we don’t shoot video, we animated the story. When we have a person on-camera telling the story, we add imagery to the narrative.

Truth 3: Video needs a writer, a producer, a director, an editor, and…

Did you ever wonder why the credits of feature films are so long? Each of the contributors has honed a unique talent – writing, directing, producing, and editing are central. Do you really need a writer? Yes. To write a readable voiceover or craft a visual story, you need a writer. And you need a director too, someone who doesn’t report to the executive on camera, who can have him try that again, or comb down his cowlick.

Truth 4: Shorter is (mostly) better.

Not too long ago TIME magazine reported that humans have an attention span shorter than a goldfish. Yep, ability to attend has dropped from 12 seconds to 8 seconds in the last 16 years. So that 10-minute explanation of your strategic plan? It’s not sinking in. However, if you adhere to Truth 1 and Truth 2 we know we can create a 2 or 3-minute piece that will provide real understanding.

Truth 5: One minute of video is worth 1.8m words.

So says Forrester Research. And we believe them. Researchers have found that video promotion is 600% more effective than print and direct mail combined. They also found that, before reading any text, 60% of site visitors will watch a video if available. Business execs prefer watching video, too. Forbes reported that 75% of executives watch videos while working, and 65% navigate over to a site after viewing a related YouTube video.


Do all our videos adhere to these Truths? Well, the truth is no, they don’t. But those we’re most proud of do. Take a look at the story of Daniel and Mateus, a product comparison, or a story about a healthcare worker who greets cancer patients for their chemo treatments, or get a look into the life of a mom who benefits from home visiting services. And we’d love for you to call us to discover how you can use video to tell your stories and achieve your goals.

By Martha - martha.pettee@storystickmarketing.com