You’ve seen them everywhere, for sure: on web pages, in Facebook, on Twitter… Explainer videos are a new video format which has become highly popular over the past few years. It is only 8 years since what is considered to be the first explainer video, explaining the advantages of using Twitter in the simplest, most didactic and user friendly way imaginable was published on YouTube. It used pictures that were cut out and moved around by hands in front of the camera. Remember? You can see it here.
Since then, every month millions of videos sharing similar characteristics are produced all around the world and used in Videomarketing. They are published on YouTube, sent as e-mails, used in corporate webs or as company videos, tutorials etc
Their growing popularity should come as no surprise to us. Explainer videos permit, through the use of simple, didactic images, the transmission of complex messages in a direct, entertaining and, above all, memorable way. From among all the reasons for the popularity of explainer videos, we are going to single out for scrutiny their relationship with memory.
We remember images better
Let’s take a look at a couple of ítems that provide much food for thought. An enormous part of the brain, almost 50%, is involved in the processing of visual images. Think of it! Half of the brain is devoted to processing images! Incredible! Add to this that 70% of all our sensory receptors are located in your eyes. Eyes are a prolongation of the brain. Can you dig the importance that images have for our brains? That’s why nobody should be surprised that we remember things we have seen much better than any others. This has been studied and proven scientifically.
Research that has been undertaken from the 1960’s onwards that the human capacity for visual memory in enormous. People can remember up to 2,500 images with a 90% accuracy. In his book Brain Rules, John J. Medina shows that after a year we can recall images (with an accuracy of 63%). We remember up to 80% of what we see (or do) but only 10% of what we hear and 20% of what we read (with no images).
Explainer videos activate memory
The conclusion to be drawn from the above is evident. It is obvious that anyone interested in transmitting a message in an easily memorised way should not hesitate to use images which illustrate the message effectively. Enter the explainer video! It guarantees recall more than any other communication tool. To conclude, take a look at an example of an explainer video taken from The Visual Speech: