Brands are constantly telling their stories through videos, whether on Facebook, Twitter, Instagram or any other social media platform. Video is the new superstar, and increasingly, brands use this form over any other to let audiences/consumers gain more insights into their world.
In an era of dwindling attention spans, a well-made video can capture attention like nothing else. Also, videos make for an easy connect with audiences — colours, expressions, emotions can all be conveyed with impact. When the audience connects with a brand’s video, they engage, share, interact and eventually become loyal.
The proliferation of smartphones has meant that half of all traffic online via mobiles comes via videos. Facebook videos, Instagram Stories and Snapchat have ensured that users see some form of video every day. Studies predict that video will claim over 80 per cent of overall web traffic, come 2019. Video content has greater likelihood of going viral than any other form of content— people can easily share videos with other people on their mobile phones.
Does that mean the end for written content?
While so many facts stack up in favour of video content, does it mean the end of written content? Should brands and marketers no longer have to worry about text? Not really! The written word has a hold on the human brain and imagination like none other. The key is surely about using a combination of video and written context to ace not just SEO but also engage with audiences
Assess context, message and audience before picking video or words
You would need to choose video or text depending on what you need to tell your audiences. Do you have a lot of DIY-kind of content, where you need to show people something? A video on how to use a gadget or repair a bike might make more sense than content.
On the other hand, if you are talking about investments or some life event/decision, you would want to use content. Users take well-researched pieces seriously, so if you are a healthcare services brand, you might want to use written content by healthcare experts on a certain medication or lifestyle issue. Textual content gives a brand the ability to deliver quality information and is more lasting. A user may bookmark your written content on finance, retirement planning or health/lifestyle and come back to the site. Reading is a deliberate and active act, and you can’t mindlessly stare at screen when you read. Also, high-quality content in the form of a blog can boost your website’s rankings if you target keywords.
If you are a brand or business that is into lighter stuff or luxury products, be it quirky decor products for homes, furniture or cosmetics, you could definitely use video for engagement. Video is easy on the eye, doesn’t require a lot of attention span, and you can effortlessly experience it.
A brand would need a good understanding of the kinds of audiences it receives and create content accordingly. For visitors who log on with specific needs and are online with the intention of researching a certain topic, you would need to dish out written content. If you want to capture a segment of visitors/audience who are online casually and don’t intend to arrive anywhere, you could use video content.
So, your content strategy should be all about synergy and discretion for best results.
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