We live in a time when information comes at us from all directions. Emails, newsletters, social media, reports — it never stops. How do you ensure that your message actually sticks? The answer is simpler than you might think: video. Study after study confirms that people retain information from video far better than from text. But why is that, exactly?
The Pictorial Superiority Effect
Our brains are naturally wired for visual information. Scientists refer to the pictorial superiority effect: images are processed faster and remembered longer than words. While you remember only about 10% of a text you read after three days, that percentage rises to 65% when the same information is presented visually. Video combines moving images with text and sound, causing your brain to activate multiple processing channels simultaneously.
Audiovisual Reinforcement
Video is the quintessential medium that engages multiple senses at once. You hear a voice, see images, and possibly read subtitles — all at the same time. This principle is called dual coding: when information enters through two channels (visual and auditory), it becomes more deeply anchored in your memory.
Think of an explainer video where a speaker explains a concept while supporting graphics reinforce the narrative. The combination of voice, imagery, and text makes it much easier to understand and remember complex information than a block of text alone.
Emotional Engagement
One of the most powerful characteristics of video is its ability to evoke emotions. Facial expressions, tone of voice, music, and visual language speak to us on a deeper level than written words. And emotion is one of the strongest drivers of memory: we remember things that move us far better than neutral facts.
This is precisely why personalized video is so effective. When a viewer sees their own name, or information specifically tailored to their situation, an immediate emotional connection is created. It feels personal, relevant, and valuable — and therefore unforgettable.
What Does This Mean for Your Communication?
Whether it concerns customer communication, internal training, or marketing campaigns: by presenting information in video form, you increase the likelihood that your message actually lands. A few concrete benefits:
- Higher retention: viewers retain up to 95% of a message in video, compared to 10% in text.
- More engagement: video content is viewed, shared, and consumed in full more often.
- Faster processing: visual information is processed up to 60,000 times faster than text.
- Stronger brand experience: video builds trust and recognition in a way that text cannot match.
From Knowing to Doing
The science is clear: if you want people to remember your message, choose video. And if you also personalize that video with relevant data about the viewer, effectiveness goes through the roof. At The Videogram, we help organizations do exactly that: deliver the right message, at the right time, in the right format. Personal, interactive, and measurable.
