Humans have been communicating through images for tens of thousands of years. We know this from drawings on cave walls around the world. And we know it from our own experience. With no disrespect to the power of the written word, when faced with a paragraph of text or an image that both communicate the same information, we gravitate to the image virtually without exception. We’re deeply wired for taking in information visually.
There was a time when still photography was the only visual communication option available to marketers. But with the advent of more cost-effective tools for capturing and editing “motion pictures,” as well as the internet and sharing platforms like Facebook, video has become a very powerful way to connect with your target audience.
This, of course, leaves you with a dilemma if you want to include visual storytelling in a project: should you use photography or video? Your answer to that question is an important one, as it can have a significant impact on the effectiveness of your campaign. Your choice should never come down to “gut feel” or a coin flip. It’s important that you give serious consideration to what medium will work best.