Is Video Replacing Text On The Internet?

Based on a report by Forbes magazine, several studies indicate that executives consider it easier and less time consuming to watch videos that allow them to obtain information regarding their business, as opposed to reading texts on blogs or web pages.

Video has become a decision-making tool for many executives. That is why it stands out today as a resource that can provide the audiovisual and didactic value that is necessary to engage a target.

A video can easily go viral, be embedded within the body of a website, and even be disseminated on its own on different digital platforms. Of course, there are alternative modes of communication that can be used for displaying and seeking information, such as blogs, which have been widely used in recent years, thanks to their ease of creation and diffusion capacity. However, blogs are at a disadvantage, because fewer people are willing to read each day. For this reason, article layouts and the visual resources are crucial to maintaining the attention of users.

Forbes surveyed high-level entrepreneurs in the United States about their use of video and found, among other things, that:

  • 80% spend more time watching videos online today than they did a year ago
  • 75% watch videos related to their competition sector at least once a week
  • 65% visit websites of providers after watching a video
  • 52% visit Youtube to watch video related to their work
  • 60% said they prefer to watch videos than read texts on the Internet

With this information, it is clear that the production of content is not exclusively important to the entertainment industry; it’s important in the business world too. Videos must tell stories, which means that there are more opportunities for content creators, the result of which benefits executives of large companies who must make business decisions.

In principle, videos are more didactic and digestible than written text, and allow for more mobility and applications on the Internet. They allow you to see images that enhance concepts and ideas that are being transmitted, allowing for the promotion of personal brands, whether executive are using them for personal use, or strengthening their companies from a more institutional point of view.

Video also allows you to measure statistics, such as the number of reproductions and interactions, allowing for continuous evaluation which, in time, can lead to possible decisions that can improve company results. Not to mention that video allows you to transmit a greater amount of content.

A video can transmit the values ​​and personality of a company in a more effective and detailed way, thus generating empathy with the target audience (in this case, executives and clients), and increasing the level of engagement, thus often closing business deals thanks to the information received or transmitted. In short, the statistics released by the Forbes survey prove that most people are more receptive to receiving information through videos than text.

Video on the Internet

  • YouTube is the third most visited website in the world
  • YouTube is the second most used search engine in the world, after Google
  • In 2017, video represented 74% of Internet traffic (3 out of 4 bytes)
  • It is projected that by 2019 videos could make up 82% of Internet traffic, according to Cisco System

Audiovisual culture

Reading requires active behavior. The brain must be able to process and understand information and ascribe meaning to the words. Reading entails a longer attention span and a deeper cognitive effort.

Watching a video is somewhat passive, and therefore much less demanding and more automatic, requiring less effort and energy. It requires the senses of sight and hearing. It is estimated that in the human brain, a video is processed 60,000 times faster than a text. That's why it's more attractive, engages more audiences, viralizes more content and saves time.

In the case of executives, video has become a significant part of the strategic conversation, to the point that an audiovisual culture has developed, creating a great impact on their activities.

Video has already surpassed the level of a "promising" tactic, and has moved on to become an increasingly powerful way to communicate the history of a brand, explain value propositions, and establish relationships with customers and potential customers.

Perhaps this is the reason why so many companies use YouTube as their own TV channel. (It is estimated that every minute 300 hours of videos are uploaded). They have refocused their efforts on the realization of more and better content, in order to attract customers. It has already been proven that the Internet is the new TV, allowing people to effectively communicate messages that can circle the entire world in a dizzying way.


Perhaps another reason that executives with decision-making power consume more videos than texts, is due to a concept Marlon Quintero analyzes in his book "Innovation for Media Content Creation".In chapter 9, on page 129, he reveals that by the year 2005, when YouTube first made it possible to upload home videos to share with the world, the majority of people reacted with mass acceptance. "The freedom of posting any video generated by a user turned  YouTube into the biggest competitor traditional media could ever face, (...) people were spending time on their computers watching videos, (...) People had taken an active position with the scheme of content generation, pushing the proliferation of innovative surprising content," Quintero writes.

It can be inferred that is the ease of YouTube, which provides access to interesting, innovative and increasingly specialized content in areas of interest relevant to the management world, consumable in short periods of time, has turned the audiovisual medium into a fundamental tool for the making of business decisions by top executives.

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