Why Do People Remember 95% of a Video? 🎥

We’ve seen trends come and go, but one thing is clearer than ever: video isn’t just a trend; it’s the most powerful way to connect with your customers.

You probably know that feeling, right? You scroll past a lot of words online. Your eyes glaze over. But then, a video pops up, and suddenly, you’re hooked. You watch, you listen, and you remember. There’s a powerful reason for that, and it’s something every small business needs to understand. When it comes to video message retention, the numbers don’t lie.

The Astonishing Truth: 95% vs. 10%

Let’s just get to the big number right away. Studies consistently show that viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading the same message in text alone. (Source: OneDay, Nook, and countless other marketing studies).

Think about that for a moment. You spend time crafting important messages about your products, your services, what makes you unique. If you’re relying only on text, nearly 90% of that message might be forgotten almost immediately! But with video, almost all of it sticks. This is why understanding video vs. text is so critical for your marketing.

Why Our Brains Love Video: The Psychological Power of Video Marketing

So, what’s happening in our brains that makes video so much more memorable and impactful? It’s not magic; it’s psychology.

We’re Visual Creatures: Our brains are hardwired for visuals. We process images incredibly fast – some studies say 60,000 times faster than text! (Source: Motionvillee). When you combine engaging visuals with sound and motion, you’re tapping into how our brains naturally work best. Text, while important, requires more effort from our brains to process and remember.
Emotions and Storytelling: Video excels at telling stories and making us feel something. A heartfelt customer testimonial, a behind-the-scenes look at your passionate team, or a quick, funny explainer video – these create emotional connections. Emotions are key to memory. If a video makes you laugh, think, or feel, you’re far more likely to remember the message and the brand.
- Here’s a less common stat: Research indicates that an emotional response to an advertisement significantly influences purchase intent, often more than the content’s informational value. (Source: Motionvillee). Video is the champion of evoking those emotions.
Dual Coding Theory: This is a fancy way of saying when you see something and hear something at the same time, your brain stores that information in two different ways. It has both a visual and a verbal memory trace, making it much stronger and easier to recall later. Text usually only engages the verbal system.
Building Trust and Authenticity: When people can see your face, hear your voice, and get a glimpse into your business, it humanizes your brand. It builds trust and a sense of genuine connection that plain text simply can’t achieve. Think about live videos – they foster real-time engagement and show the authentic side of your business.
Simplified Information: Got a complex product or service? Trying to explain it in text can be a long, dry read. Video can break down complicated ideas into easily digestible visuals and narration. This reduces “cognitive load” – how hard your brain has to work – making the information much easier to grasp and remember.

Effective Video Marketing: Making Video Work for Your Small Business

Okay, so we know video is incredibly powerful for video message retention and building connections. But how do you actually use it effectively for your small business?

Start with a Goal: Don’t just make a video because “everyone else is.” What do you want it to achieve? More leads? Brand awareness? Explaining a service? A clear goal makes your effective video marketing strategy focused.
Know Your Audience: Who are you talking to? What are their pain points and questions? Create videos that speak directly to them and offer solutions.
Keep it Concise (Mostly): While people are willing to watch longer videos on platforms like YouTube, attention spans are generally short. Aim for impactful videos that get straight to the point, especially for social media. Videos under 2 minutes often perform very well for initial engagement.
Tell a Story: Whether it’s your origin story, a client’s success story, or the story of how your product solves a problem, narratives resonate.
Show, Don’t Just Tell: This is the core of video. Instead of describing your amazing craftsmanship, show it! Instead of saying you have happy customers, show them giving a testimonial. Our Video Marketing services can help you craft compelling visual stories, even using AI Avatars to communicate your message effectively and consistently.
Optimize for Each Platform: A video for TikTok might be different from a video for YouTube or your website. Tailor the length, style, and calls to action for where it will live.
Don’t Forget the Call to Action: What do you want viewers to do after watching? Visit your website? Call you? Sign up for a newsletter? Make it clear!
Leverage User-Generated Content: Encourage your happy customers to share their own videos using your product or service. This is incredibly authentic and persuasive social proof.

Here’s another statistic you don’t hear every day: While businesses are increasingly using video (about 89% of businesses use video marketing in 2025, Source: Wyzowl), over half of consumers want to see MORE video content from brands they love. (Source: Allen Fairview Chamber of Commerce). This means there’s still a huge demand and opportunity for businesses that embrace video effectively.

From Text-Heavy to Top-of-Mind: Your Business Needs Video

In today’s fast-paced digital world, just getting your message out there isn’t enough. You need it to stick. You need it to be remembered. And that’s the unparalleled power of video. It cuts through the noise, builds genuine connections, and ensures your message isn’t forgotten as soon as the screen changes.

At Business Solutions Marketing Group, with over a decade of experience, we understand the psychology behind effective video marketing and how to translate it into real results for small businesses. Whether you’re just starting with video or looking to refine your strategy, we’re here to help you harness this incredible tool. From captivating testimonials to explainer videos and more, we ensure your message doesn’t just get seen – it gets remembered.

Don’t let your valuable message disappear in a sea of text. Let’s make sure your business is truly unforgettable. Explore our full range of Video Marketing services here and see how we can help you connect deeper with your audience. We’re ready to help you capture attention and build lasting relationships through the power of video!

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