Exploring the Communicative Effectiveness of Visual and Text Elements in Short Videos

Given the prioritization of video format in social networks, the interest of scholars and managers in the elements that determine their effectiveness has increased. This article analyzes image type (product vs. people) and written text’s role in message reinforcement. Three studies are carried out combining conscious and unconscious responses. We contribute to visual rhetoric literature, affirming image-based videos are more liked and shared versus short videos that are based on written text. Specifically, the images related to the content of the message are more liked than the image of a person that explains the content, although attention is greater when a person appears. As for the overwritten text, it favors the willingness to share short videos, but reduces likeability in videos with images related to content. Additionally, the unconscious response through electrodermal activity shows that short videos with persons and overwritten text achieve more emotional activation and avoid that attention wanes. These findings aid in designing effective short video content for brands and individuals that use social media to communicate.