San Jose, CA — It seems wrong to start this post with a bunch of words since it’s all about how the time we spend with video is much more valuable. So, I’ll let Adobe kick us off with a video about how watching and sharing is changing the online experience:
The headline here is that video over earns both sharing and attention. At the end of last year, 23% of posts on Facebook included video. That small percentage earned 66%of the total social engagement on the site. Three quarters of viral reach (defined as someone who saw a post shared by a friend) was made up of video content.
That’s huge. But, the bigger news might be that video changes minds. The Atlantic recently ran a really interesting article about how and why different groups of people give to charity. One of their big “ah has” about why wealthier people are so much less likely than poorer people to give to social service organizations is that the experience of struggling to meet basic needs just isn’t part of their daily experience. They don’t encounter it; they aren’t personally impacted by it. Video changes that dynamic:
“When both groups were exposed to a sympathy-eliciting video on child poverty, the compassion of the wealthier group began to rise, and the groups’ willingness to help others became almost identical.”
Imagine the impact for healthcare – if showing rather than telling could create that kind of personal connection or realization that it could happen to you or someone just like you. Wait, you don’t have to imagine it; you can try it. The very talented Joy Hart recently sent us this clip from the Make Health Lastabout the impact of the day-to-day health and wellness choices we’re all making (or avoiding):
I’ll definitely be getting in my 30 minutes of physical activity and 5 servings of veg today.
Posted by: Leigh Householder