Lights, camera, real science in action: Using video to share science

According to Nielsen ratings, YouTube reaches more US adults ages 18-34 than any cable network, and it’s now the second largest search engine after Google. With the meteoric rise in popularity of instant, easy-to-understand, entertaining, video-based information - science communicators should consider: How can video help scientists engage audiences in the class room, at conferences, or the general public? Is video the answer to help grab the notoriously elusive short attention spans, especially among younger audiences? How can scientists afford not to mix their media?