Video Marketing Tips: Article Content Going Out of Style?
More and more blogs and websites are featuring less written content and more video clips instead. This is a trend that is receiving more and more attention nowadays, as there appears to be a displacement of sorts going on in various websites where the bulk of written content is instead replaced with video.
The sheer amount of websites featuring more and more videos instead of long written articles seem to indicate a trending action, although the level of response and acceptance of the viewers seem to indicate otherwise.
Whereas one may expect a reaction indicating a criticism over the seeming preference of videos over written content, this is apparently not the case. Very few, if at any all, complaints have been heard of regarding the diminishing amount of written content on sites. This was somewhat of an expectation for many since it is quite conceivable that not everyone would rather watch a video than read written content on a website. Add to this the fact that some of the applications and software used to run videos do tend to get quirky at times, which is why some people would really prefer to read, rather than watch a clip online, or at least that was the way it used to be.
The questions why use video marketing now and should it really replace written content are just begging to be answered, and an answer could be derived from some of these points taken from a study of the trend:
Which includes more people?
Written content has been known to draw a lot of comments whenever they do get read. This is especially true if the subject matter happens to be something of a very serious nature, or if the written content happens to be of an instructional nature. The problem with written content is that sometimes it does get a bit too long for even the most patient of readers to finish. Sometimes what people do is just simply skip the written content, mostly articles, and proceed to the comments section to see a breakdown of the topic from the reactions of the readers. There are still those who do read it all the way, though, and these are usually the ones with the smarter comments. Video, however, does seem to get the lion’s share when it comes to comments.
Praises, violent reactions, and sometimes suggestions do find themselves into the comment section whenever there is a video, provided that the video is legitimate, promises to do what it says, and is not of a blatant spammy nature. There is a growing opinion that video posts do indeed get more comments than the written content. Whether the numbers do indeed conclusively point out that written content is fast becoming redundant, it remains to be seen.
Which gives a more compelling argument?
One of the basic goals of marketing, be it mainstream or online, is to convince people. To do that, the written content or video should be more than just a little compelling. It should be of a nature that even if the only thing it is able to instill in the target audience is doubt, it should be on a level where the people will act to either justify their doubt, or debunk it.
Making your potential market simply doubt but do no action is an exercise in futility. Videos somewhat convey a more compelling argument that written content because some other elements can be added to fully complete the compelling effect, such as ambient sound and sound effects, music, and the acting of those participating in the video itself. While all of these may be delivered just as easily in written content, it is nowhere near as efficient, as most is left to the imagination when reading. In this aspect, video marketing tips appeal quite well to the target audience.
Which do experts use more?
In this aspect, both video and written content appear to be somewhat in a draw. A close look at experts will reveal that they actually make generous use of both written content and videos, since they know the value of both aspects, as well as the target market these two represent. An expert will tell you that they will not want to lose any of their followers or subscribers, hence, they will pretty much maintain both, for those who follow video and those who have a preference for written content. There really is no harm in utilizing both, since one can indeed compliment the other, if only one knows how to do it prudently.
Which speaks to the target audience more?
Not indicate any sort of prejudice or bias here, but a good amount of the consuming public would seemingly prefer to watch an instructional video than read about it, especially if the topic is of a very technical nature. Specific steps and techniques sometimes need to have a visual component, so that the target audience can better relate to what is being done, and retain it for actual practice later on, or when the occasion calls for it. Unless the written content happens to come in infographics form, a long set of instructions may really be the most engaging thing to read, when a 10 or 15 minute training video can do the job much faster, and possibly, more efficiently.
There are also those, however, who do see a marriage between written content and video as a very good alternative to picking just one of them. In terms of consideration on the part of the target audience, there are also valid considerations to be made regarding the use of video, such as for those who happen to have certain disabilities leading them to not see or hear as well as others. For people with disabilities like these, a video would be just as ineffective as written content. In terms of video length, a prudent online marketer would know a video that runs for very long will eventually bore any viewer as much as reading volumes of content will. This is why pointing out the most salient points in a video and doing the drill-down on written content as a compliment to the video is a very good thing to consider.