How to Choose When to Use Video or Written Content?

Copywriting / 08 Nov 2021

3 common thoughts that swirl around busy business owners’ minds when they consider whether video content has a place in their marketing strategy are do I have to? Is it right for my business? Why are Facebook and Instagram doing this to us?

As an agency renowned for our copywriting services, you might expect us to maintain a particular position in this debate. But we won’t because it’s not in your best interests.

We pride ourselves on telling it like it is. For many businesses today, video content is an attractive, lucrative option. For others, it won’t be. It’s not cut and dry and comes down to several key factors.

However, the TLDR version of this blog post is this. Is it what your ideal client wants to see?

Creating Content That Resonates

Know Your Audience

We’ve talked before in detail about market research, ideal client avatars, and your broader marketing strategy.

Deciding on the types of content to produce always comes back to knowing whom you’re writing for, where they are online, and how they choose to consume content when making purchase decisions.

Recent research says that 9 out of 10 consumers want to see more videos from businesses and that post-pandemic consumers spend approximately 100 minutes a day watching online videos.

As with all things, the appetite for video content varies between generations, with Millennials and Gen Z consuming more video than their Baby Boomer counterparts.

Your Goals For Your Content

What’s most important to you when spreading your agency’s message? Your goals, and the metrics you use to measure success, will likely influence and impact your choice of medium.

If your goal is to increase reach and engagement on social media, video is a sensible option. Consumers are 10 times more likely to engage with and share video content than other formats. Certain social media algorithms prioritise video over written content. For now, at least, this makes videos more visible in newsfeeds for longer because they generate more comments, likes, and shares.

If a first-rate user experience is your primary metric, it’s not clear-cut as many variables are in play. Digging down into the details about your target client will help decide when and how to use video for maximum effect. Where are your prospects when they consume your content, at home or out and about? What time of day, and how will this impact their choice of device and communication preferences? What would give them the easiest and most enjoyable experience?

Both written and video has benefits and drawbacks. Video is easily consumed but is more difficult to view without sound, even with subtitles. Long-form content is hard to read on a smartphone. Still, it is easily skimmable, searchable, and accessible for people with visual and hearing impairments. Video has a higher production value but is more challenging (and expensive) to update. The list goes on.

There’s no right or wrong answer. It’s down to you to decide what works and what doesn’t for you and your business. If something feels good based on the intelligence and data you have, then go for it. If it doesn’t, don’t.

A Combined Approach: Video and Written Content

The purpose of your content is always to convey your key messaging to your target audience in a way that resonates with them, not you. Always base your choice on evidence about which is most effective, not your personal feelings about the proposed format.

The debate surrounding video versus written content isn’t profound. It’s simply about finding the right tool for the job. 

Usually, the best tool for the job is both. Video enhances written content and vice versa because it empowers audiences to experience your content in a different way that adapts to their lifestyle and needs at any given moment.

The Take-Away

Our best advice is to stop overthinking and assess your options objectively. 

Determine which of 2 equally attractive options is the best tool for communicating your key messages to your ideal clients, test your hypothesis over a defined period, and assess how well the message is received.

Try something new, and you may be surprised by the results.

Want to Get to Know Us Better?

Speaking of the right tool for the job, think of us as an extension of your digital marketing agency. 

We’re ready, waiting, and able to support your significant growth with our white label SEO and copywriting services.

Book your discovery call today. Let’s talk business.