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Today, we want to explore two critical yet often overlooked aspects of video communication: reducing cognitive load and increasing rapport.

Reducing Cognitive Load with Video

The Challenge of Conventional Formats

Imagine you are a venture capitalist or an accountant who spends all day analyzing spreadsheets. The prospect of reviewing another spreadsheet or pitch deck can be daunting and exhausting. This repetitive format can cause your attention to wane.

The Power of Video

Now, consider the alternative: receiving a video presentation instead of a static document.

Videos transfer the effort of interpretation from the viewer to the creator, allowing the viewer to engage with the content more effortlessly.

This dynamic is why platforms like TikTok and Instagram are so engaging—they minimize the cognitive load on the viewer.

A Lesson from Jeff Bezos

Jeff Bezos employs a similar philosophy in his meetings at Amazon. Instead of slide presentations, he prefers written memos read at the start of meetings.

This method shifts the effort to the writer, making the content easier for the audience to absorb. We believe taking it a step further with video can make information consumption even smoother, as videos are generally easier to digest than text.

Increasing Rapport Through Video

The Impact of Medium on Messaging

While it’s widely recognized that videos can enhance rapport, the quality of the video plays a crucial role. A poorly executed video can damage your message due to missing cues like tone and body language.

From Text to Video: A Spectrum of Information

- Text messages provide content and punctuation but lack tonal context.

- Phone calls add tone to the message, offering more clues about the speaker's emotions and intentions.

- Videos introduce visual cues such as eye contact, lighting, and attire, which can significantly influence the viewer's perception of trustworthiness and sincerity.

Strategic Presentation in Videos

Presentation matters significantly in videos. Factors such as lighting, attire, and camera angle contribute to how the message is received. Properly managed, these elements can enhance the viewer's perception of the speaker as friendly and trustworthy.

Real-World Application by Brian Armstrong

Brian Armstrong, CEO of Coinbase, found that personal interactions helped establish credibility in the early days of his company. By meeting with bank representatives in person, dressed appropriately and exuding warmth, he was more likely to be taken seriously than if he had only communicated via email.

Conclusion: Maximizing Video’s Potential

Video communication is more effective than textual or audio messages alone when done correctly. It's not just about reducing the workload on the viewer but also about leveraging visual and auditory cues to build a stronger connection and trust.

Recommended Resources

For those looking to improve their video communication skills, books like "The Charisma Myth" by Olivia Fox Cabane and "Never Split the Difference" can be invaluable resources.

These guides can help you harness the power of video more effectively.