Video works best to capture hearts (as long as it has heart); text best at capturing minds. Use both, smartly.
If you want your visitors to fall in love with your content, it makes sense to deliver it via video. That’s because it’s much easier for us to become emotionally attached to something we watch in a video than something we read in an article. Emotions are mediated by automatic physiological (motor-sensorial) reactions, which can be explained through a process called mirror-neuron mechanism. A mirror neuron is a neuron that fires not just when we ourselves perform an action, but also when we watch someone else perform that same action. Our brains mirror what’s unfolding before us as if we were part of the scene, even if we are just sitting passively on the sidelines… This suggests that we could actually be experiencing (in small but significant ways) the pain (and supposedly also the pleasures) of those we witness on screen. This neurological activity makes the spectator much more emotionally involved.
Read the full piece at Entrepreneur