People love online video. On YouTube alone, new content is uploaded at a rate of 100 hours of video per minute. These videos aren’t only for entertainment purposes. Many companies and organizations are choosing online video over other modes of communication because they understand the potential of video to reach and influence a wider audience. Let’s take a closer look at why online video is so powerful.

1. Video summarizes content quickly for an attention-starved audience

According to DigitalSherpa, “80% of your online visitors will watch a video, while only 20 percent will actually read content in its entirety.” This means that people looking for information are more likely to watch a video than they are to read an article. It only takes 66 seconds for our video below to explain the Mango Health app, giving viewers the answers they need with minimal time and effort on their part.



2. Video drives conversion; it makes people want to take action

Conversion can increase by as much as 80% when video appears on a landing page, according to a study by EyeViewDigital. The key is having a clear call to action. UNICEF Sweden created this tongue-in-cheek video with a strong message: Clicking the like button does nothing to save a life, but donating money does. This campaign successfully raised enough money to give 637,324 children the polio vaccine.



3. Video turns the abstract or technical into something engaging and meaningful

“Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text” (Insivia). Video has the capacity to tell a story, drawing viewers in and connecting them to the subject matter. When trying to understand a global health crisis, overwhelming statistics and medical jargon can make the message too clinical to be effective. This animated PSA for the Against Malaria Foundation uses stunning visual imagery to tell a compelling story about the dangers of malaria.



4. Video creates social/viral potential – something people can share easily

Each minute, more than 700 videos from YouTube are shared on Twitter (ReelSEO). Video was made to be shared. This brilliant video from Water is Life hijacks the social media hashtag #firstworldproblems and turns it on its head. Not only does it make for a powerful message about what is and is not a real problem, its integration of a common hashtag made it easily sharable on social media. This video has nearly 5 million views to date.



5. Video puts people at ease to absorb difficult or uncomfortable topics

Cancer is a tough topic to discuss, especially when you or someone you love has just been diagnosed. We developed this video with Foundation Medicine to help patients and their loved ones better understand their treatment options without inundating them with medical jargon.



One important takeaway from this list is that not just any video will be effective – the video has to be good. It takes time and energy (and the right producer) to make a video that will enhance your message and convert viewers into allies. When you have quality content, your campaign will speak loud and clear.