We will share the pros and cons of each content format and in the end, we will declare the winner.
Although this is a fierce battle, if you have been keen on what’s happening in the online world, you can predict the winner. Let’s get inside.
Given that the market is awash with articles, it’s not easy to stand out from the crowd. That’s why the importance of video marketing can’t be underrated.
If you are using the two types of content (video & written content) then you must know that __72% of your customer__s would prefer to learn about your product or services by watching a video than reading text-based content.
Well, don’t be put off by our statement above though, because there is time and place for video and time and place for written content. But even though it’s all about personal preferences, your target audience is going to opt for video.
And if you aren’t convinced that video has (or is overtaking) written content, read on.
Video Marketing Statistics to Open Up Your Eyes
- 92% of marketers say that video is the priority in their marketing strategy. In 2015, only 78% of marketers preferred to use video in their marketing strategy.
- In 2021, consumers will spend 100 minutes per day watching online videos.
- 48% of consumers want videos related to products or services they are interested in. Still not convinced that video is the king of content? Read on…
Reasons to Invest In Video Marketing
It’s not a question producing more video content is more important than ever. However, videos aren’t without their downsides.
Let’s take a look at the good sides and bad sides of video content marketing.
1. Video Generates Higher Engagement
According to professional content marketers, the number one reason to produce more video content is that it boasts higher engagement than other content formats.
In fact, 43% of customers want brands to share information about their products or services in video.
Besides, people are 10X more likely to engage with and share video content than other content formats- Content Marketing Institute. It’s no doubt that 92% of marketers prefer to use video in their marketing strategy.
Video can also increase conversion by up to 80%.
But that’s not all, video can also increase open rates by up to 19%.
2. Video Has Higher Conversion Rates
Video content not only engages with your audience greatly but also increases conversion rates, especially when added to particular pages in your site such as landing pages. A study by Eyeviewdigital.com suggests that adding video on landing pages may increase conversions by 80%. Besides, videos keep people longer on your page.
If someone comes to your page, they want to understand who you are, your products or services, and how to use them.
And this can be achieved by sharing videos of other people using your products or you, showing people how to use your products or services. If this information is missing, they will bounce back.
Besides, crowding landing pages with text content will drive people away. For this reason, even if you will have to include written content in your landing pages, spice up things by inserting a video there.
3. Video is Attractive
People are visual beings and that’s why 37% of viewers will watch a video until the end. And that’s not all; video makes marketing more attractive and can capture users’ attention easily and fast.
4. Video Can Be Watched On All the Latest Portable Devices
These days, almost everyone has a smartphone. Given that people are always on-the-go, if they can still consume your content using their mobile devices, you may realize a huge increase in your sales. In fact, according to Cisco, by 2021, 75% of mobile data traffic will be generated by video.
5. Video Increases Your Reach
Even though numbers show that video is the king when it comes to content marketing, many businesses are yet to embrace video marketing in their strategy.
Video marketing is costly and it’s time-consuming to produce great videos.
But look, the market is becoming more saturated and it’s more important than ever to separate yourself from the crowd.
And this can only be achieved by producing interesting videos that are helping users to understand what you do. 53% of consumers want marketers to produce more video content. If you deny these people what they want, they will find it from your competitor.
Think about it: People are watching more than 5 billion YouTube videos each day. And those who are watching on mobile are staying on longer videos for up to 40 minutes.
If you are yet to embrace video marketing then you are keeping yourself from getting known to many people out there.
Video content can increase your reach and expose you to a new market that can become your potential consumers because viewers are 85% more likely to buy a product they watched on a video.
The Downsides of Video Content
Why you should think before getting into video marketing.
1. Video Production Can Be Costly
Written content is inexpensive and easy to produce. You just need a computer and a word processor or a text editor and you are good at producing text content. You can even create written content with your smartphone.
However, unlike written content, video has multiple moving pieces. From writing a video script to production, videos can be costly even though they have higher ROI.
Besides, if you are not skilled in video production, it can be tricky and you can end up making costly mistakes.
And even if you decide to hire a production company to do the videos for you, the hiring costs can still go up and you will also have to do thorough research before you get a good production company.
2. Producing Better Videos Takes Time
Unlike written content where you just need an outline to get started, video production follows a lengthy process- from pre-production, production, to post-production- in the end, you will find that you have spent much longer than it could take to produce written content.
3. It’s Not Easy to Update Videos
You can keep blog posts evergreen always by updating, editing or adding new concepts whenever necessary. And this can be done without a hassle. However, this isn’t easy with video. Even making small changes could be more complicated. Besides, other relevant elements such as clothing, settings can make the content look obsolete over time. Having seen both the good and bad sides of video marketing, let’s move to the other side and do the same.
Why Written Content is Important for Your Marketing Strategy
Even though the rise of video is seen to be dwarfing text in the content marketing industry, many people still prefer written content than the former.
Here, we take a look at the benefits of creating written content over video. We will also take a look at the drawbacks of written content.
Pros of Written Content
1. Written Content is Inexpensive and Easy to Produce
Cost is a major concern, especially for small businesses. And even though video production is becoming more affordable due to the availability of affordable gadgets like smartphones, the quality sometimes surfers. This can be hurtful to your online business especially with the fierce competition in the online world.
Also, the cost of producing a video is much higher than the cost of a blog post. As long as your content is good, you will still drive more traffic and increase sales.
2. Written Content is Reusable
You can do almost anything with written content but with video content, expect to encounter limitations.
For instance, you can use written content to record a video or create audio content. You can also create a series of blog posts or social media posts from a whitepaper.
Video content cannot be reused. It’s also not easy to edit or tweak. And even though you can break videos into sections or parts, the content won’t change.
3. Written Content is Skimmable
Even though online videos are short these days, a well-written article can convey the information to your audience much faster.
Besides, people don’t read but they skim content. And given that many people access the internet through their mobile phones, providing them with the information they can skim could help them love your brand more. Video or audio content cannot be skimmed.
4. Written Content is Searchable
These days’ customers aren’t patient. They want to get the information they are looking for fast and without a hustle.
Think about it: Customers these days search for information using keywords. And yes, videos can be searched using related search phrases, but users can’t search for keywords used with a video file.
With video, you will need to forward the whole thing until you get the part you are looking for but with written content, you just enter the keywords and the information you are looking for will come up.
5. Less Editing Time
You will need more time and expertise to edit a video than written content. In fact, in most cases, you will need specific programs to do it.
Editing written content, on the other hand, is easier and does not take time.
6. Distributing Written Content is Much Affordable
With written content, all you have to do is to publish content on your website or blog and share it on your social media platforms.
The Downsides of Written Content
Why you may want to think twice before using written content for your marketing strategy.
1. The Internet Is Saturated With Written Content
These days, almost every business owner has a website with a blog for publishing informative and educative articles. Everyone is fighting to be heard.
If you want people to find your business when they search for information related to you, you will need to put in more effort into your written content.
Besides, producing content that people will love is no easy task.
2. Written Content is Plain and Less Attractive
Human beings are attracted to visuals. Users find text content being plain and less attractive and that’s why many marketers are mixing it with other content formats.
3. Not All People Are Good Readers
People will spend more time watching a video than reading written content. In fact, people skim through posts without reading past the headlines. This means the information between headlines goes unread every time.
So, Who Wins: Video Marketing vs Written Content
78% of marketers generate good ROI from using video.
And given that video is engaging, it’s no doubt that video marketing increases clicks, generates more traffic and drives sales, unlike written content that’s why many companies are adopting video marketing these days more than ever.
Up to this far, can you tell who wins in this battle?
Well, it may not be easy to declare the winner, but here is our take:
Video marketing and written content can generate great results with paired.
Video content is attractive and engaging, but we can’t well-written and evergreen articles cannot be underrated, especially when it comes to complex topics.
The bottom line is that; one should think about the target market to decide what content format to use for marketing purposes.