Video Has Higher Perceived Value...But Why?

25 replies
I'll admit I'm not a fan of WATCHING videos but I AM a fan of making them over text documents.

Where did the saying about videos having a higher perceived value come from? (other than the guy who first marked up his price for his course because it was video)

I would actually probably spend more for a text doc than a video course.
#higher #perceived #valuebut #video
  • Profile picture of the author glynlafferty
    I think it's the fact that google cant actually see what is in the video so it has to go on title and keyword etc.. where as with content it can go through the content and find the keywords in it
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  • Profile picture of the author garyk1968
    Yes maybe for detailed techy stuff then great, I think its abit of a pain as alot of IM stuff is going that way and most of them are full of fluff, at least with audio you can listen while driving or with text you can skim it.
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  • Profile picture of the author lovemyth
    I believe it has higher perceived value because people see who YOU are. For some reason, when a person sees you talking on video, they feel a psychological connection with you. They can see what kind of person you are and might even remind them of someone they know.

    To top it off, they see you as a leader and authority because YOU are on camera teaching THEM how to do things. People love celebrities and for some weird reason when you make several videos and people watch them, they look at you like a celebrity! HAHA

    Hope this gives you an idea!
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  • Profile picture of the author imageworx
    You know,
    It's funny you mentioned this. I was thinking about this the other day. I have always been a huge video proponent. I actually produce video and film and have done so for years. I think that in some instances and forms video/film and sound combined are unmatched for the impact it has for marketing/entertainment, But I must say that most of the video courses I have purchased would be MUCH better if they were delivered in a written format. Most of these courses have a lot of dead space in them and need to be edited for content. IMHO I think most of the "video" trend in courses is due to ease of creation...
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    • Profile picture of the author x3xsolxdierx3x
      Originally Posted by imageworx View Post

      You know,
      It's funny you mentioned this. I was thinking about this the other day. I have always been a huge video proponent. I actually produce video and film and have done so for years. I think that in some instances and forms video/film and sound combined are unmatched for the impact it has for marketing/entertainment, But I must say that most of the video courses I have purchased would be MUCH better if they were delivered in a written format. Most of these courses have a lot of dead space in them and need to be edited for content. IMHO I think most of the "video" trend in courses is due to ease of creation...
      I agree.

      Of course, I can't knock anyone if they find it easier to produce AND it generates alot of sales and ups the perceived value....

      Finding the balance of producing a quality product and not short changing customers can be tricky for a product creator....and, I'm entirely sure if the "effort" a product creator puts into a product really matters in the general scheme of things.

      Someone could spend 6 months writing a book, and it could flop compared to someone who spends two hours making a video that goes on to make them thousands a month.

      I think this goes back to building value into your product....snag testimonials from influential people and bloggers....PROVE that it works....and, I think people will purchase regardless of whether it's a book or a video or a combination of both....
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      • Profile picture of the author DeadGuy
        "Video Has Higher Perceived Value...But Why?"

        I think that is just a statement, but not necessarily a statement of absolute fact. (Probably overheard in a bar somewhere.) It might be true when it comes to entertainment, but it's tough to beat a hard bound book when it comes to information of value that you really want to keep.
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  • Profile picture of the author Mohammad Afaq
    I actually am a fan of video when it is short and to the point.
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  • Profile picture of the author John Piteo
    I think it really depends on the type of course being offered. If it's a course on how to use software like WordPress I would say video is the only way to go. People can watch what you do then do it themselves. In the beginning I tried to learn DreamWeaver from a textbook and couldn't get anywhere so I paid $1500. for a local, live course on DreamWeaver, FireWorks and Flash and I became proficient in about 6 weeks.

    I also think that some people would like to learn from another person (with a face and a voice) and since one-on-one or local training may be too expensive video offers a less expensive alternative.

    John P
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  • Profile picture of the author HeySal
    I'm not sure where the statement came from, Tiffany, but video is stored in our pre-conscious and subconscious memory system the same way that real-life events are stored. The subconscious memory system has no filter on what it sees being real or fabricated. That is a function of conscious memory and thought. A video then will build more solid associations than just text. Of course, that also means if you mess up, you're messing up in one major way, too. LOL.
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  • Profile picture of the author Online Bliss
    Not many years ago before eBay banned Digital Delivery,
    e-books were listed everywhere and for pennies.
    many sellers ruined the the value of e-books.
    Although video tutorials were not as wide spread as now
    they sold for a more realistic price.
    I guess that experience is why I perceive them as having more value.
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    • Profile picture of the author Shaunman
      More people watch TV then read books. It is considered to be a higher value because people like videos, on the other hand I got to think that a video blog is probably one of the hardest things to promote online.

      I like text better myself, too much T.V. gives me a headache, but reading makes me feel smarter.
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      • Profile picture of the author kmckillop
        It's definitely more engaging and keeps your attention (so long as it's not long and boring). Reading unfortunately in this day and age is disappearing ,losing to quick scanning and 'watching' words rather than reading words.
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      • Profile picture of the author John Hocking
        I think it is hard for a 50 page report to compare agaist a several hundred page book from a store in the mind of the buyer.

        Videos are harder to find on a given subject and therefore more valuable.

        I think for the best approach to a course is to provide video, audio only and text transcripts or text course work to support the videos.

        This complete package would have high value and it is really just giving them the same information in different formats and letting the user decide what works best for them.
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        • Profile picture of the author Steven Wagenheim
          Tiff, it depends on what the video is for.

          If it's a video of some guy showing you the proper golf swing so you can
          drive your tee shot 100 yards farther and straighter down the fairway, that
          has a hell of a lot more real value (let alone perceived) than any text book
          on the subject.

          So yes, in some cases, video is priceless.
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  • Profile picture of the author Tinkerbell
    Tiffany,

    I think the thought video has a higher perceived value came in because, in the beginning, "not everyone could do it." Thus the creators must be something special, you know, because they had schmancy "equipment" and "software" and whatnot to MAKE a video. Wow.

    In the beginning, everything online was text. When someone figured out how to get moving pictures (aka video) on here, they were stars. Like...television or movie stars, yes? Celebrities. Authorities.

    Because all such moving picture was either on TV or in theaters. Back then (not so long ago, really), paying for having a commercial or a tv show created would have cost a pretty penny (unless you were one of "those people" with the right connections to the right folks at the right time) to get. Making a "movie" was far out of the reach of "regular people."

    Not everyone could do it.

    It was "limited."

    Now, everyone with a camera phone or digital camera can have their own video online, burn it to DVD, offer it as or in a course, make their own movies, etc., so I think the "perceived" value of video will soon go down, just like eBooks.

    Why? Because more and more people are realizing..."Hey, I can do that! And they will...
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  • Profile picture of the author Glenellis
    I'll probably catch a lot of grief over this, but the the true value of video over written material is that about 1/2 of your audience cannot read or comprehend what you are writing about, but can understand you when you speak in a video.

    I recently started using XSitePro to build websites, and they have review functon that rates the "readability" of your website writing. If you go above 7th Grade, it reduces your score gradually for each level higher than 7th your writing achieves.

    There is an interesting study done for doctors that underscores this point. Here is the link: The Informatics Review : Comprehension and reading level It is a real eye opener.

    Video allows you to overcome this obstacle and actually opens up your market to people who might be interested in your product or service, but will never, ever read about it.
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    • Profile picture of the author Bill Farnham
      Originally Posted by Glenellis View Post

      I'll probably catch a lot of grief over this, but the the true value of video over written material is that about 1/2 of your audience cannot read or comprehend what you are writing about, but can understand you when you speak in a video.

      I recently started using XSitePro to build websites, and they have review functon that rates the "readability" of your website writing. If you go above 7th Grade, it reduces your score gradually for each level higher than 7th your writing achieves.
      This is so true.

      Some people need all of their senses engaged for proper comprehension.

      ~Bill
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  • Profile picture of the author Tinkerbell
    Glenellis, I thanked your for your response above because your answer would be the "other reason" video has a higher percieved value and I forgot to mention it. Good point.

    Tina
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  • Profile picture of the author TiffanyLambert
    Alright. Well I'm about to transform one of my how to guides into an all video course. It's just impossible to keep up with all of the changes with a big text guide. I can create video updates on the fly, however. So while it'll be easier, yes, it'll also stay updated for my customer. I was just wondering re: price points, whether people really like it, etc. I think I'll have a few PDF cheat sheets but they won't have in-depth writing - just some screen shots and bare-boned textual instructions.

    Thanks for your input everyone!
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    • Profile picture of the author 4morereferrals
      Video engages the consumer audibly and visually .. and therefore more emotionally. It typically - works better / is more effective.

      What works better - typically has higher value.

      Not sure what context "value" is in the OP query.

      Ahhh just saw this last post you did.

      Ive had some people refund products that were ALL video how to tutorials... because their internet connection is too slow, or they dont have the cpu or software needed to do video on pc. Something I didnt give much credence to until my users/customers had issues. So just be prepared for the requests for the "eBook" so they can read it on the Looo :-)
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  • Profile picture of the author swi55tony
    I agree with a number of comments on here.

    Video is able to stimulate all the senses without strong imagination. If all senses are triggered and they are providing a feeling of need and anxiety then that feeling is more compelling than just text or audio.

    Again the language barrier was mentioned which is overcome with video (powerpoint slide video as an exception) and even if the words aren't fully understood a good video will stimulate the other sense anyway.

    The conversion rates on video squeeze pages is a true reflection of this. I had one converting at 33% and you would have already heard stories about higher rates than that.

    I suppose in answer to the main question, if something can stimulate all the senses in the right way then it will perceived as a much higher value than text or audio.

    Now physical products e.g DVD is a whole other story........
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  • Profile picture of the author MichaelHiles
    Video typically appeals to a wider cross section of learning styles because of the multiple modalities.

    Only a certain kind of learner prefers text (which I would be one of).
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  • Profile picture of the author David Maschke
    People in general spend a lot of time watching tv and movies, and not a whole lot of time reading. Internet marketers are no different.
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