Text vs Video: Which Content is Best?

The internet is undoubtedly our inexhaustible source of knowledge. The amount of information we can access through the internet is infinite. But what do we consume the most in terms of content?

As we know, there is written and multimedia content. And many times, we get carried away by trends and overlook one of the two. Can video exist without text?

The impact of 1 minute of video is equivalent to the impact of 1.8 million words. (Forrester, James McQuivery, analyst)

If there is something we have seen with our clients, it is that video content often receives special attention from our users. However, written content does not lose its importance, especially when it comes to increasing the SEO rating of our website.

Below we will see some interesting data on text vs video

Video Marketing

This online content tool is based on the use of audiovisual images to achieve different objectives in your marketing strategy.

• The chances of an internet user clicking on a video instead of a text are 41% higher.
• Tweets with video receive 3 times more replies and retweets than those that do not include it.

90% of users say that product videos are helpful when making purchase decisions.

• 64% of users who watch a video tend to purchase one of the associated products.

• Video marketers get 66% more qualified leads per year. This means that video marketing is a high-interest lead generation channel.

Based on the previous data, we can conclude that creating multimedia content is a success for any brand. The important thing here is to know what, of all you have to say, is important and interesting for our users, and thus be able to capture it in video.

It is also important that the duration is appropriate, as well as the medium of dissemination. If the content is very complex and aimed at a specific audience, we cannot try to summarize it to fit into a more promotional or entertainment video duration.

It is important that when generating your content strategy, you take into account who you are speaking to. Do you want to educate or entertain? And if so, where are you going to show your video.

Written Content

The primary objective of this marketing strategy is to convert strangers into visitors to your brand. To do this, it is necessary to write and share topics of interest to your target audience. Users are on search engines most of their day, looking for information on various topics, both for work and leisure. Can your brand offer them that information they are looking for?

Currently, Google holds 75.23% of the search market share. Followed by Bing with 10.17%

We might think that, thanks to social media, video content is leaving written content far behind. However, for queries that do not have to do with social life, articles, ebooks, and quizzes remain king.

1 million articles show that high-quality, long-form content (i.e., more than 1,000 words) makes up 15% of the content that receives more likes and shares than other formats.

So which one wins?

It is impossible to carry out a complete marketing strategy without balancing these two great kings of online content. At Brand Industry, we suggest trying both formats and analyzing your metrics to see which one has better interaction with your target audience.

This does not mean that because one is more successful than the other, you will stop creating either. It is always good to have a mix of formats that can offer your users and followers an interesting content catalog. You don't have to publish an article or video daily either. Periodicity is important. Remember! It's better to have less but of quality.

If you need advice for your digital strategy, do not hesitate to contact us.