Why You’re Not Producing Enough Video Content

Why You’re Not Producing Enough Video Content

 

Let’s be honest. Pictures and videos grab our attention far more easily than words do. That’s one of the reasons, for instance, platforms like Instagram, Snapchat and even TikTok are so popular today. We are no longer living in a time where companies rely on word of mouth or simple newspaper advertisements to promote a product or service. Now, as industries begin to move away from a text-first mentality, the ability to produce attention-grabbing videos is a necessity for any big online or television campaigns.

Text and words will always be an important aspect for marketing campaigns, but the digital world we are living forces prioritization of videos over text—and it’s not without reason. Videos typically get more views, shares and general engagements on social media than plain text. Sure, a text-based Facebook or Twitter post can go viral, but most businesses and organizations typically have some sort of visual element to accompany the text that they are promoting, because the visuals more effectively grab the attention of consumers. 

Video content also provides an opportunity for consumers to get a personal feel for a company and the individuals behind it. Smaller businesses, for example, can create an enticing video that goes viral without having a massive video budget. Sometimes, videos that seem to be ‘homemade’ or ‘low-quality’ can see the most success online, because consumers find them relatable. One of the difficulties that can come with creating video content, however, is that the message can sometimes get lost in the visuals. It’s possible that a massive budget or an overcomplicated script can confuse more than it informs—an area where text may have a slight advantage. 

Companies and organizations that are not producing at least a little bit of video content should begin to do so, because it will provide a different way to promote a product or idea. Text, though, should not be completely discarded. Text can be equally effective in getting consumers to click on a video in the first place if it has an appealing caption. Using text within a video itself can also be effective in reaffirming its most important points. If someone doesn’t quite catch something the video says or is watching without sound, on-screen text can work as a great backup plan. Businesses should be sure to embrace video content as a ‘norm’ of advertising, while still remembering to integrate text to solidify their message.