Why are leading businesses using more visual content in their digital promotions than ever? Simple answer: Visual content has the proven power to appeal to our decreased attention spans.

Sadly, we live in a world where we must multitask in work and daily living. Like it or not, we face continual interruptions — we need a boat to escape — and research documents images can grab our attention and focus faster and better than text.

In addition, once something captures our attention, visual forms of content can convey more information and emotion faster than is possible with text. It makes a more intense impression, too. Yes, that old adage is now more accurate than ever: A picture is worth 1,000 words.

Moreover, because visual content is better at capturing our attention, it provides better identity, boosts memory of brands and increases how much the viewer absorbs. Visuals are a strong medium to maximize that impact. And customers who identify with a brand can be a dealer’s best friend.

Integrating visual content can boost how much your audience absorbs and remembers. Studies show our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually.

Marketers who embrace visual content gain higher returns, such as followers, likes, shares, visits and, in many cases, more customers and revenue. Anything that’s primarily self-explanatory, easily understood and doesn’t require much time to consume can resonate with a prospect or customer.

Whether it’s being used in social media or email marketing, visuals are the grabbers. In fact, studies show people retain 95% of information when they watch it in a video, compared with 10% when reading in text. This is why video content is key to getting your message to stick.

So how do you get it done? It’s not rocket science, but it is advisable to have someone in the dealership who is excited about periodically finding, updating and creating exciting and timely content. Likely it’s one of the younger members of the team no one loves video more.

To get started, there are three great sources of existing video content that are professional, cost nothing and capture the many exciting aspects of boating. In addition, some of the best original video content can be created by each dealer with today’s smartphones and staff members or customers willing to be on camera.

The greatest freebees are available from the Recreational Boating & Fishing Foundation. RBFF boasts a unique and extensive library of downloadable materials that are primarily brand-neutral and available free for all dealers to use.

Another great source of video material is industry’s Discover Boating campaign. Under the direction of the National Marine Manufacturers Association and the Marine Retailers Association of the Americas, it offers the industry a wide variety of consumer communications, not to mention a list of excellent educational resources for dealership personnel, including the results of a first-time buyer’s study.

Closer to home, inside and around every dealership or marina are great sources for short video. Video ideas include customers sharing why boating is their top recreational choice; a fishing boat customer sharing his technique for catching the big one; a water-sports family talking about the excitement of skiing or wakeboarding, especially with a teenager’s comments; the service manager sharing fast and easy maintenance tips; and a cruising family commenting on a great place to anchor up or visit. Use your imagination.

If generating original videos, experts advise keeping them to less than three minutes. Fighting for a viewer’s time is important. Changing or adding a new video subject in a timely manner is also important. And let customers know when a new video is posted.

Take time to read general articles about making and posting short videos and how they increase your market penetration. In a confusing economic time for boat sales, using every tool to generate prospects and sales is a no-brainer.