There is an old saying that a picture is worth one thousand words.
Most people consider sight to be the most important of their five senses--so it seems logical that visual aids are more likely to hook your customers' attention than words alone.
Indeed, the crowdfunding site Kickstarter has stated that fundraising projects with videos are 20 percent more likely to succeed than those without. And according to Lee LeFever, author of The Art of Explanation: Making Your Ideas, Products and Services Easy to Understand, visual aids become especially important when you're dealing with a potentially confusing service or product.
In a blog post for the Harvard Business Review, he explains:
We're communicating in the YouTube, Pinterest, and Instagram era to audiences who are more visually literate than ever. Though often more difficult and expensive to produce, infographics, videos and diagrams can do the heavy lifting of making explanations work. Videos offer potential funders a simple and compelling way to understand a new idea and why it matters.
Think of it like the difference between drawing a map and issuing verbal directions, writes LeFever. "It may seem counterintuitive, but more information won't help someone who's already confused."
To get the most bang for your advertising buck, consider using an explanatory video, animation, or infographic. According to--what else--an infographic on infographics produced by the marketing agency Customer Magnetism, high quality infographics are 30 times more likely to be read than text articles.