Why Video Captures Us

People love videos. That play button is irresistible, but understanding why is key to using video to grow your business. Since the 1950s, video has been the next best thing to being there in person. It’s how we learn, share, and entertain ourselves. Video opens windows to stories, gives us front-row seats to events, and offers instant access to knowledge. And it’s becoming even more central to our lives, especially for younger generations.

Video in Everyday Life

My own home provides a case study: my four kids, aged 4 to 12, are immersed in video. One day, my 10-year-old son Alec walked in as I was working on this book. “I’m writing a book,” I told him. He wasn’t impressed. Instead, he asked, “Why a book?” He didn’t mean why I was writing—he meant why not a video, podcast, or something interactive? Good question. While my kids love books, they turn to video and voice for learning and sharing.

Homework often involves “Hey Google” or YouTube searches. My daughter Amelie shares videos daily on TikTok and Snapchat. Alec creates iMovies with friends. Even my 4-year-old, Juliette, navigates Netflix like a pro. And William, my 7-year-old, dreams of being a YouTuber—not a firefighter or an engineer. The pandemic only accelerated this trend, with schools and workplaces moving to Zoom and other video platforms. For them, video isn’t optional; it’s the norm.

The Universal Appeal of Video

While Gen Z and Millennials grew up with video, its appeal spans all ages. According to Nielsen, the average U.S. adult spends six hours a day watching video across devices. On YouTube alone, over a billion hours of video are consumed daily. Video isn’t just popular—it’s embedded in our routines.

Thanks to smartphones, creating video is easier than ever. Business tools for video hosting are often free to start, making it accessible to businesses of all sizes. This creates a huge opportunity: use video to connect with prospects, build trust, and deliver great customer experiences. Whether your audience is Millennials or Boomers, professionals or consumers, video can make an impact.

The Science Behind Video's Power

To leverage video effectively, you need to understand why it works so well. Its power isn’t just about entertainment—it’s rooted in biology. Our brains process video differently from other forms of information, making it an incredibly effective way to communicate and engage.