There's a tried-and-true maxim in communications

Show, Don't Tell

Though the stories we tell in order to persuade others need to have facts as their foundation, facts rarely change minds and usually serve only to confirm what our audience already believes.

If we truly want to reach a wider audience and change hearts and minds, we need to recognize that there’s nothing quite as compelling as an authentic story  – one that doesn’t just tell the audience about an issue but shows why they should care about it.

We’ve provided some statistics below about the power of video storytelling and the role it can play in a communications strategy, but rather than trying to tell of video’s effectiveness, the short clip below can show it…

 

After participating in Alternative Spring Break (ASB) at college, a program where students spend spring break volunteering for community service, Anne Chen shares her parents reaction to a video we made of the program.


PEOPLE WHO WATCH VIDEO ARE 85% MORE LIKELY TO MAKE A PURCHASE THAN THOSE WHO DON’T (Brightcove)

COMPANIES USING VIDEO REQUIRE 37% FEWER SITE VISITS BEFORE A PERSON RESPONDS TO A CALL TO ACTION (Aberdeen Group and Brightcove)

CLICK-THROUGH RATES INCREASE 2-3 TIMES WHEN A VIDEO IS INCLUDED IN AN EMAIL (Digital Sherpa)

OPEN RATES DOUBLE WHEN THE WORD “VIDEO” IS USED IN AN EMAIL SUBJECT LINE (Experian Digital Marketing Report)