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Why visual communication works

Research shows that visual communication increases productivity and drives business success.

WhyVisualCommVide

Given today's short attention spans, could we be overlooking the opportunity to engage employees in faster, more efficient, and emotionally engaging ways?

Visual communication is the use of images, graphics, and videos to convey information and ideas in a more compelling and engaging way. Visuals are a powerful tool that can be used to engage and educate employees, improve comprehension of policies and procedures, and increase safety awareness. 
 

Show me how

Effective internal communication increases productivity and drives engagement.

Research shows considerable uplift to the bottom line when improving internal communication.  Employees who feel included in organisational communication are five times more likely to report increased productivity (source).

 

There is a disconnect, however, between how leaders and employees see the effectiveness of organisational communication. A recent study showed that 78% of leaders said their communication is clear and engaging, yet just 51% of employees agreed (source).

 

Poor communication decreases productivity and impacts the bottom line. One-fifth of all employees’ time is wasted due to ineffective communication each week. This costs organisations an average of 7.47 hours per employee per week! (source).

Your workforce is hard-wired for visual communication

The human mind’s preference is for information that it can see visually. 70% of all sensory receptors dress the eyes, and 90% of the information transmitted to the brain is visual (source).

 

When visual information is portrayed in motion, through video, this enhances our emotional response (source). Visuals are anchors that secure the narrative of a message deep in a viewer’s memory. They then give that viewer an easy way to retrieve that message. 
 

Why visuals are so powerful:
1

Visuals are processed 60,000 times faster than text. (Source)

2

We remember 65% of what we see, compared to 10% of what we hear. (Source)

3

Visuals improve learning by up to 400%. (Source)

Video is the most powerful form of visual communication.
  • Video is the most effective visual communication medium. Studies have shown that the human brain absorbs 50% more information through video than other mediums. (Source)
  • Video enhances learning. A systematic review of 7,775 higher education students showed that adding video to existing teaching content led to immense learning benefits. (Source)
  • Employees are used to consuming videos. The average person spends 100 minutes per day watching online videos (source), and video accounted for 65% of all internet traffic in 2022 (source).
  • Employees want to consume videos. People are 75% more likely to watch a video than read text (source).
Yet video is underutilised.
Just 36% of businesses use video for internal communication (source).
Image by Christina @ wocintechchat.com

High quality, edited video is powerful in that it can capture the viewer's fragmented attention span (now averaging just 8 seconds!) much quicker than a live videoconference, email, or PDF document. 

7 Benefits of visual communication for employers

  • Speed up employee onboarding: Videos help new hires learn information more quickly and easily, reducing the time to productivity (source).
  • Offer higher quality training: Employees prefer video training, and it provides measurable results.
  • Improve policy comprehension and recall: Visuals help employees understand complex policies and procedures more easily, reducing compliance risks and improving the employee performance.
  • Improve safety outcomes: Videos help employees retain safety information better than text-based content, leading to a reduction in accidents and injuries (source).
  • Increase engagement and productivity: Visual communication can help employees understand their next steps and responsibilities, leading to increased satisfaction and productivity (source).
  • Be more agile in communicating change: High-quality videos can help employees engage with change through a combination of formats.
  • Improve morale and company culture: Satisfaction with internal communication correlates strongly with employee engagement and employer attractiveness (source and source).

References

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