The 4 Es of Video: Why It Works and How to Use It

Video isn’t just another way to share information—it’s a richer, more dynamic way to tell a bigger story. It simplifies complex ideas, builds emotional connections, and creates trust. The reason video works so well can be summed up by what I call the **4 Es** of video:

• Educational: Video makes learning faster and easier to retain.
• Engaging: It grabs attention and holds it through storytelling.
• Emotional: It connects on a deeper level through feelings.
• Empathetic: It helps viewers relate and builds trust.

These qualities make video an essential tool for attracting, converting, and keeping customers. Let’s explore each “E” in detail.

1. Video Is Educational

Learning is faster and clearer with video. Imagine it’s a freezing winter morning, and your car battery dies. That happened to me once, and I had no idea how to jump-start my car. I searched online and found written instructions, but terms like “positive battery terminal” left me second-guessing. I turned to YouTube and watched a quick video that walked me through the steps—no explosions, no mistakes. Seeing someone do it made the process clear and memorable.

Studies show the brain processes visuals 60,000 times faster than text. A 60-second video can deliver the same value as 10 minutes of reading. Plus, visual information is stored in long-term memory, unlike text, which often fades quickly. Whether it’s learning how to fix a car or understanding cutting-edge tech, video sticks with us—and with your audience.

2. Video Is Engaging

We’re wired to love stories. Think about the emotional highs and lows of watching **Titanic** or the thrill of seeing Harry Potter defeat Voldemort. Stories captivate us—and video amplifies this effect.

Studies prove this. Facebook found that people spend five times longer looking at videos than static images in their feeds. Even simple animated elements, like cinemagraphs, hold attention twice as long as still images. For businesses, this means that video isn’t just entertaining—it’s a magnet for engagement.

3. Video Is Emotional

Emotions drive decisions. Consider the ASPCA’s heartbreaking commercial featuring sad animals and melancholy music. It raised $30 million in two years by tapping into viewers’ empathy.

But it doesn’t have to be sad. Humor, joy, surprise, and anticipation all work. Adobe’s “Mean Streets” video uses humor to show marketers struggling to find clicks in shady alleyways. It’s memorable because it connects emotionally while keeping viewers entertained.

No matter your business, video can trigger emotions that inspire action.

4. Video Shows Empathy

Empathy builds trust. Terminus, a marketing software company, tested this idea by sending personalized video messages instead of emails during their sales process. The result? A 300% boost in response rates and fewer no-shows for meetings.

Why? People relate to faces, voices, and body language more than text. Videos showed prospects that the sales reps understood their challenges, creating stronger connections. Whether you’re pitching products or building relationships, video lets you connect as a person—not just a brand.

Bringing the 4 Es Together

Video is more than a trend. It’s a tool that taps into how humans think, learn, and feel. With the **4 Es**—education, engagement, emotion, and empathy—you can make your message unforgettable. Whether you’re explaining a product, telling a story, or building trust, video delivers impact that text simply can’t match.