When a video is worth 1.8-million words

communication. noun. the activity or process of expressing ideas and feelings or of giving people information

For most of human history, “communication” meant speaking, signing, singing, drawing, carving, weaving, and gesturing. With a few exceptions, meaningful communication took place in real-time, between two or more people in the same place sharing one experience.

As tools and technology changed, the need to communicate in shared physical spaces vanished. First writing and then the printing press allowed people to communicate across different locations and times.

Then we learned how to use airwaves, tape, and light to communicate, giving rise to radio, film, and television. Elaborate multi-media productions defined entertainment, while individuals kept using the written word for fast, cheap, distance communication.

At the dawn of the digital era, words were still the fastest, cheapest, and most reliable way to communicate with people in other places. Text continued to dominate through the days of early computing and the internet.

Then, between 2005 and 2010, hardware, software, and networking technologies made it possible for most people to capture and share sound and video as easily as words. Social media and streaming entertainment took off, and video became the most popular medium for online communication.

Why does this history lesson matter?

This history reminds us that writing is not the most popular or natural form of communication for many people.

Writing dominates when it is the cheapest, most accessible option. The rest of the time, people embrace speaking, signing, drawing, and other non-text observational forms of communication. Even if not in the same room, we still generally prefer to receive information with light, sound, and movement.

It may be strange to think of video as a more natural way of communicating, when it is so obviously artificial. But what if it’s true? How would a video-by-default approach to communications change the way we do our work? It’s a fun thought experiment.

Writing as a last resort

Nonprofit life includes an astonishing amount of writing: from newsletters to board relations to planning to impact reporting to fundraising, the written word is everywhere.

There isn’t anything wrong with writing, per se, but it has become a default way of communicating. If you find yourself using the word “communication” synonymously with “writing”, then it might be time to revisit the way you engage with the world.

When it comes to our dependance on writing, nonprofits might be out of step with social trends and human history. Does every act of communication really begin with the written word? When you rely solely on writing, who do you leave out? What opportunities do you miss? Why can’t supporters observe your work for themselves?  These are worthwhile questions.

Which brings us to video

Video isn’t just preferred by younger people, it is the most common way of obtaining and consuming information online. Period. In 2022, 82% of internet traffic was video.

Why is video so dang popular?

Powerful storytelling

Video content engages your audience’s emotions more meaningfully than other methods of storytelling because it is much more personal. Unlike other types of content, video engages multiple senses – this makes it the closest thing to speaking with someone face to face.

Video allows you to show what you mean, speak to people with your own voice, layer in music to shape the mood, and even create the illusion of direct eye-contact — allowing you to connect with viewers across physical space.

The impression of transparency

Videos can give your audience the feeling of intimacy. For example, it can offer an insider look at how things are run in your organization, where funds are spent, or into a day in the life of a volunteer or community member.

Whether it’s a moment shared on a social media story, an intro video on your website, or a feature documentary, transparency helps your supporters trust you and feel like they are truly a part of the mission.

Better retention

For sighted people, visual information is also far more memorable than words alone. On average, sighted people retain only 10-20% of what they read and hear – if you are in the business of social change or community service, your message deserves to be remembered.

More attention

Unfortunately, you are trying to reach people in a loud, busy, distracted world. The average pre-teen sees a new brand every minute of their waking day – an average of 554 brand images per day. Information flies fast and thick every moment of our waking lives.

When it comes to capturing people’s attention and making the most of their limited time, speed matters. People are 75% more likely to watch a video than to engage with print online. When you think that a video can communicate in one minute what would take the average person five minutes to read, its popularity makes sense.

Any communication style that is faster, easier, and more memorable for your community is a communication style worth considering.  

How you can use video to further your goals

The majority of video engagement happens on social media, but there are so many other ways to use video.

If you aren’t sure where to start, think about your most important communications goals. Where do you want to have a greater impact: Are people leaving your website too quickly? Are you trying to grow your list of donors? Do enough people know that your organization exists?

If you feel like your website isn’t getting enough traffic, if you are having a hard time connecting with people emotionally, or if your message is not being remembered, then video might be the solution.

Types of videos, with social impact examples

Worth a shot

Video content can be time-consuming to create, but so are articles, essays, and speeches. It’s an art-form, but so are all other forms of communications we in the nonprofit space have embraced over the years. If video is the best way to engage with your community, then it might be worth a shot.

Deeper Dive

• Youtube is the go-to video platform, and integrated with Google advertising systems. See their nonprofit how-to guide to set up your organization’s account and learn to create content.
• Vimeo is a great platform for those in need of non-monetized platforms or in want of extra protection for sensitive or vulnerable viewers.  Registered American non-profits can receive a discount on pricing.
• Half of Canadian adults struggle with literacy, something all organizations should consider when planning public communications. This CBC feature describes the issue and its implications for democracy.
• This classic from White Supremacy Culture provides insight into how over-emphasizing the written word may impact equity and inclusion.

This article was researched and drafted by Karina Zourikian, Entremission’s Canada Summer Jobs Communications Specialist, with contributions from Krystyn Tully and editing by John Weston.