Is video the most effective form of communication?

The old cliché says, "A picture is worth a thousand words" which means that many different subtle ideas, details, and expressions can be communicated with a single picture. If so, how much is a video worth? Video typically consists of 24 frames per second and typically includes audio music, sound effects, or speech.

There is a clear technical benefit to using video over a still image, as a lot more can be packaged into a video. A video also usually contains many different recordings with many different actions performed on the screen.

So the video is a winner, isn't it?

Well, I would say you have to be careful to get the message across properly. In other words, the video can be much more shocking if all the junk is removed. I like to think of video production as a way to communicate an idea or emotion usually associated with a story or a brand. This can be done with a still image if you like, but there are a lot more options and tools when doing this with video and I think video is much more efficient. The data from the last few years back it up.

According to Brightcove, a cloud-based online video broadcasting platform, social video generates 1,200% more shares than text and images combined.

However, it's not that easy to pick up your phone and point to someone in the office. According to Brightcove, 62% of consumers are more likely to have a negative brand perception of a brand that has posted low-quality videos.

Video production provides many other tools that developers can work with to get the point across. Subtle social interactions between two people or soft music that turns into a spectacular chorus can have a much greater impact on expressing emotions or correcting messages. Audiences are persuaded to feel not only what they hear, but also the actions and stories unfolding onscreen, the growth and development of the characters, or the masterfully composed images that overlap.

I believe that video is and always will be the most powerful medium. If a picture is worth a thousand words, how much is 24 frames per second video worth? Maybe a video is worth a hundred thousand words ...