The document discusses why video is an effective marketing tool. It states that video appeals to emotions and different learning styles, and can be both passive and active. The purpose of video content is to create an emotional reaction that leads to engagement and ultimately the desired result, such as a purchase. Certain emotions like enjoyment, fear, and trust are particularly good at engaging audiences when created through video. Psychological factors like faces, voices, emotions and movement also contribute to why people pay attention to and are influenced by video. The document provides ideas for creating effective video content for businesses.