The Power of Motion

The preference for consuming content continues to evolve, rooted in our anthropological past and driven by our 21st century innovations.  

In 2006 when Twitter launched the world wondered if communicating in 140-character soundbites was feasible. Now, X sees over 600 million monthly users on the app.  

TikTok launched just 8 years ago and already boasts 1.5 billion monthly users worldwide. 

Even movies have evolved. The shot length (amount of time focused on one camera angle) has gone from 12 seconds in 1930 to 2.5 seconds in 2014 as our attention spans shrank, and our thirst for visual stimulation increased. 

Where access to video used to be limited to TV and Movie theaters, broadband access has surpassed the home and is now direct to your phone. Feeding this hunger for videos directly into the palm of our hand no matter where we are or what we are doing… with dramatic implications for brand managers. 

One of the primary reasons videos and animations are more engaging than text is our brain’s inherent preference for visual information. A frequently stated metric, that human brain processes visuals 60,000 times faster than text, has lost its source in the depths of time, but the message is intuitively clear. A recent MIT study supports this, demonstrating our ability to process images in 13ms, substantially faster than any ability to read a descriptive paragraph of text.  

This rapid processing means that videos capture attention almost instantaneously, a critical advantage when attention spans are dwindling​ and the deluge of distractions competing for our attention is overwhelming.  

A 2012 DG MediaMind report highlights the result of this: Video ads are 27 times more likely to be clicked than static banner ads.  

If motion is so important why are so many companies still relying on static PDFs and web pages to convey their brand into their organizations? Brand guidelines can be such a powerful source of inspiration and motivation for the workforce… if built with engagement in mind, with motion, video and animation as an integral part of the experience.

The rise of platforms like TikTok, Instagram, and YouTube has significantly influenced our behavior. Short-form videos have become immensely popular, with people devouring quick, engaging content that they can easily consume on the go. According to HubSpot, 66% of consumers have watched a video to learn about a product or service, and this trend is only increasing​. 

“91% of business use video as a marketing tool”, so why are you not using it to enable and engage your employees and stakeholders with your brand? 

The hunger for video content has permeated all aspects of digital interaction. Whether it’s product demos, education, regulation, news, or customer support, people now expect to find video explanations rather than lengthy text descriptions.  

The same is true for brand guidelines. Static PDF documents (no matter how beautiful) are unengaging, ineffective and outdated.

The preference for video, animation, and motion graphics over text is rooted in the way our brains process information and the evolving landscape of digital consumption. Videos are more engaging, more enjoyable and more memorable.  

At Beam, we believe that the best Brand Centers are rich, immersive and engaging multi-media experiences. An interactive, easy-to-access brand center eliminates hours, days, and weeks spent activating and governing brand, delivering back the gift of time and resources to be redirected into innovative, high-impact work that transforms your business. 

If you are intrigued as to how you can bring your brand to life, inspire your organization and make your brand portal the heartbeat of your brand, then register below, give us a call, send an email… or send us a video.