Video Retention

Why does video have a much higher retention rate than other media, especially print?  One reason would seem to be because most of the information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. Reading is an “active” process; it taxes the brain to convert text into thoughts and thoughts into pictures representing those thoughts and concepts. Video, on the other hand, is a more “passive” process that takes less energy and allows the brain to “soak up” the information much easier and faster. While reading is all about thinking, video is about making us feel. And feelings are what motivate us….to act, to buy, to choose, to engage. So if you’re trying to motivate or persuade an audience, video gives you an edge.