Video Marketing

Text vs. Video Content: Why Video is More Effective for Marketing

There’s no denying the power of video.

Consumers across the globe watch video content every single day. According to a report by Wyzowl, people watch an average of 19 hours of online video per week.

Whether on social media like TikTok and Instagram, Google search results or company websites, video is everywhere. When used strategically, video marketing can turn viewers into customers. 81% of marketers say video helped them directly increase sales.

Still, while video is proven successful, there is an ongoing debate about which strategy is more effective for marketing – text-based content or video content.

According to a report by Wyzowl, people watch an average of 19 hours of online video per week.

When comparing the two, it’s not hard to see that video is at an advantage. Video content grabs attention, engages viewers and influences them to take action in a way that text can’t.

It’s not to say that text-based content isn’t effective (after all, you are reading this blog). Written content is still very much a vital part of a marketing strategy. However, it serves its own purpose at specific stages of the customer journey.

Video, on the other hand, is much more effective at hooking customers from the top of the funnel and guiding them down to making a purchase.

Why is this the case?

Let’s Look at What Makes Video Content More Effective Than Text For Marketing

1. Video Captures Interest Faster

Half the challenge of marketing is getting people to look at your content. So to be successful, you need to grab attention fast. Short-form video does just that. 

Compared to text, video is much more effective at appealing to users and getting them interested in your product or service. 73% of consumers said they prefer to learn about a product or service by watching a short video compared to the 11% who’d rather read a text-based article. 

However, to really capture interest, you have to appeal to your audience in 8 seconds or less – or risk them scrolling away. So, it’s best to start your videos with eye-catching content. 

2. Video Keeps People Engaged Longer

Did you know people are twice as likely to share video content with friends than any other type of content? 

There are many reasons this may be,  but the primary one is that video resonates. It has the power to make viewers feel emotionally connected and want to comment, like or share with their networks. 

Video also keeps people’s attention longer and has them watch more branded content. According to Forbes,  the average internet user spends 88% more time on a website with video than without.

Video can also make information easier to digest. 23% of marketers say video helped increase understanding of their product or service. This keeps people engaged longer watching videos than reading an article. 

Did you know people are twice as likely to share video content with friends than any other type of content?

3. Video Ranks Higher on Search

It’s not a secret that search engines love video. They favour video content so much that they prioritize it in search results. If you do a quick search now, you’ll see video appears both in text-based results and in its own video tab. 

While video content ranks higher in search than text, it also drives quality website traffic. 87%  of marketers say that video has helped them increase traffic, and 86% say video helped them generate leads.  

With up to 82% of all consumer internet traffic being video in 2022, ranking higher on search is a true advantage video has over text. Brands who start using Video SEO now have a real opportunity to supercharge their search results

4. Video Influences Purchase Intent

Tracking success in marketing typically means tracking conversions. In other words, looking at how many people took the action you wanted, like making a purchase. 

There are lots of strategies you can use to influence conversions. But, video proves to be an effective tool to nudge consumers down the pipeline to buy. Even more so than text-based content. 

According to a study, 96% of people have watched a video to learn more about a product or service and 88% of people say that they’ve been convinced to buy by watching a brand’s video. 

The type of video you want to create is up to you. But it will be more effective at converting hesitant shoppers into confident buyers than text. 

5. Video is More Memorable Than Text

Getting people to remember your message can be challenging. It’s one thing to get eyes on your content, and it’s another to get into the minds of your audience. Video is proven to be effective at getting information to stick. Studies show that video viewers retain 95% of a message when they watch it in a video compared to 10% when they read it in text.

This positions video as a powerful tool to highlight key info you want people to remember. Whether you record how-to videos, new product features or even Video Answers, videos will resonate with your audience longer than text. 

Getting people to remember your message can be challenging. It’s one thing to get eyes on your content, and it’s another to get into the minds of your audience. Video is proven to be effective at getting information to stick. Studies show that video viewers retain 95% of a message when they watch it in a video compared to 10% when they read it in text.

6. Video Encourages Brand Recognition

We want people to remember the message in our content, and we want them to remember who said it. Video is a great opportunity to showcase brand personality and make a lasting impression on our audience. For one, it’s easier to add logos and branded colours in video than in text-based content. 

It’s also easier to show customers what they’re getting from your brand in video instead of telling them. 84% of marketers said that video helped them generate leads. When we show our customers branded content instead of telling them,  they’re more likely to remember where it’s coming from. 

7. Video Shapes Personal Connections

Rising above the noise of competitors is becoming increasingly challenging. Video is a unique solution that helps brands stand apart. 

Unlike traditional text-based content, video allows you to be more authentic with your audience. You can record personal videos that create deeper connections with viewers.  Video Reviews that feature real customers are an excellent way to do this. Highlight the people who are actually using your products to build trust with new customers. Videos that feature real employees are another way to showcase the face behind the brand and build long-lasting relationships on video rather than text.

8. Video is Quick & Easy to Create

There’s a myth that video is too time-consuming and expensive to create. While that once was the case, today video is much more accessible. 33% of marketers said they started using video because it’s become quicker and less time-consuming to create. It might even be easier to create than heavily researched text-based content.

Consumers want authentic content from brands. Instead of reading long paragraphs of text, they’re craving quick and engaging videos. So give them what they want by recording short videos in minutes. 

Create Authentic Video with StoryTap

It’s clear video is at an advantage over text. With video, you can hook your audience’s interest from the top of funnel, engage them in your content and influence them to take action more effectively than text-based content. 

It’s time to start using video in your marketing strategy. StoryTap’s patented video platform enables brands to collect, curate and distribute authentic videos at scale. Use our technology to collect hundreds or even thousands of videos from real customers and employees. 

Learn more about how StoryTap can help you grow your brand with data-driven video. Chat with us today! 

For more video marketing insights, check out our latest blogs: collect UGC with email, 3 ways to provide an excellent customer experience in banking, & why all eCommerce brands should leverage mobile video marketing

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