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How Many Words Is A Video Worth

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Many online marketers who want to promote video like to repeat the appealing info nugget of, “A one-minute video is worth 1.8 million words”. Surely it must be true since it is attributed to the Forrester Research study “How Video Will Take Over the World” by Dr. James McQuivey.

Although video can be a powerful marketing tool, unfortunately that nugget is little more than nonsense. Even a cursory thought about at that statement should make us suspicious. Is it credible that one minute of video should be equivalent to one and a third printed volumes of the Encyclopaedia Britannica?
The trouble is, that magical “1.8million words…” nugget is an extrapolation from the English phrase, “A picture is worth a thousand words”. That is a figurative phrase and not the literal truth. It merely says that an image can convey the meaning more easily and quickly than a lot of description. The very reason why newspaper editors often give photographs more space than the accompanying text in a story.
No ma…