Communication Matters

The Power of Effective Video Communications


The Power of Effective Video Communications


Video communication is now a regular and integral part of how we communicate, and according to Cisco, Internet video traffic will be 82% of all consumer Internet traffic in 2020, up from 68% in 2015 (

In a previous Get It/Got It article, we discussed the two points financial firms need to get to do communications well. The first is that good communication is the only factor in achieving and retaining client trust that you can directly control – sharing ideas with others in controlled settings. And in that context, the effectiveness of video is compelling:

  • According to Dr. James McQuivey, you can accomplish in one minute’s worth of video what would take you 1.8 million words to say (
  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (
  • Brands such as Walmart, Red Bull, and Toyota experienced a 65% increase in “interactive content engagement” when they used the video features of Facebook timeline (Simply Measured).

Got It! Now what?

While video is impactful, it’s still just a tool for delivering content – it doesn’t help you make your message, just deliver it effectively. To achieve and retain client trust, your video communications must also embrace the fundamentals of good messaging:

  • Have the right content at the right time.
  • Be insightful, yet concise – 45% of viewers will stop watching a video after 1 minute and 60% by 2 minutes, according to Visible Measures (
  • Have “personality” – use creative approaches (such as animations or “behind the scenes” content) and, when appropriate, show authentic human feeling.

Video can let you tell a story your clients will remember. But don’t forget to connect with a firm like Purcell Communications, Inc. to help you define and clarify your message so you get the most out of video’s power.