The web trending towards video is obvious. After all, YouTube is the #2 search engine in the world. This may lead you to the conclusion that we simply don’t like to read anymore. But the video preference situation we’re witnessing is much more detailed than that. So the question you may be asking yourself (or your boss may be asking you) is: Why video?

For this, let’s reference an expert. A real Ph.D. level expert, Susan Weinschenk, Ph.D. — also known as The “Brain Lady.” As a leading speaker, author and consultant to brands like Amazon, Disney, Walmart and South By Southwest, she brings a deep understanding of the psychology of customers and why they do what they do.

She has uncovered four core, very human reasons we are drawn to video:

#1: The Fusiform Facial area makes us pay attention to faces – this is an actual brain function that hard-wires us to use the human face as a gathering point for information and believability.

#2: Voice conveys rich information – yes, the simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content.

#3: Emotions are contagious – here’s a subtle but powerful aspect that we may take for granted. The body language of emotions is an appealing and we naturally love to share.

#4: Movement grabs attention – another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion – looks like we still do!

Read the full report here.

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