It's staggering.

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The reports, infographics, studies, metrics, trends and stats all point to the power of video. Here's a sampling:

  • The brain processes video 60,000 times faster than text (WebDam)

  • People are 65-85% more likely to make a purchase after watching a video (Google)

  • Web and social media sites are 50x more likely to show up on the first page of Google results if it embeds an optimized video (Google)

  • If given the option between reading text and watching a video on an industry-relevant topic, 59% of executives would prefer watching a video (Forbes)

  • Landing pages with a video have 800% more conversions than a page without video and video promotion is six times more effective than print or conventional online ads (Atlas)

  • Video is shared 1200% more than links and text combined (yes, that’s not a type-o: one thousand, two hundred percent more) (Atlas)

  • In a study of more than 800,000 email blasts, emails that included a video saw a 6% higher open rate and 97% higher click-through rate (GetResponse), and in a separate study wherein video was included in the subject line, there was a 7% jump in open rates (Experian)

  • Cisco found that sales teams that deployed video increased sales booked by 30% and accelerated the sales cycle by nearly 10%

  • Zappos (the shoe people), saw sales increase from 6% to 30% after deploying video with their product descriptors

  • Universal Medical saw a 300% increase when they deployed video at their home page

Yet these numbers don't tell the story. Stories do.

Don't get me wrong, storytellers love numbers. Digits and data are fodder for stories that get churned through the news cycle, the theater, in the marketplace.

The point is, you can't just go on camera and realize these numbers. After all, someone may be 60,000 times more quickly turned off by what they see.

When you make that turn and pull your brand, your idea or your work through video - to seize and harness its full power - you need to tell a story. Why?

Stories are accessible -  everyone understands a flow of a story, the rules of engagement, the promise of entertainment and engagement

Stories are intimate - when video is working at its best it is appropriate to the masses and targeted at the one. Mr. Rogers taught us that.

Stories frame reality - from awakening, stories dominate how you make sense of the world. They aren't confined by time and space. Some you carry are old. Some have just blossomed into your life. They layer upon each other with fluidity and power. It's what nations, religions, brands, philosophies are built on.

Stories have a soul - they are containers for delivering truth with velocity and they carry potential for creating emotional moments, moments of empathy, moments of raw power, moments of gut-busting laughter and moments for the unexpected. 

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