Why Use Video for Marketing vs. Written Content?

How does video content compare to written content? Learn why businesses choose video over written content, and how you too can use video to get results for your business.

If you’re already a believer in the power of content marketing, then you’re certainly familiar with the advantages of video marketing – and you’re not alone.

81% of businesses are already using video as a marketing tool, according to a 2018 survey by Wyzowl (see more video marketing stats here), and that number has only continued to grow.

Written content and video content both have their place, but video has some unique advantages that make it particularly effective in certain marketing contexts. Continue reading to learn more.

Video Marketing: Written Content vs. Video Content

So, Why Are So Many Businesses Using Video Marketing?

There’s a lot of reasons to love using video content as a key component of your content marketing strategy.

The number one reason to use video for marketing, at least for you marketers who are focused on bottom-line results, is that video content delivers the return on investment (ROI) you need to validate your content marketing efforts.

78% of marketers say video gives them a good ROI – Wyzowl

Plus, given video’s engaging nature, there’s no denying that video content garners more clicks, traffic, and sales when compared to written content, which is why more companies are adopting video-first content marketing strategies.

76% of marketers say video has helped them increase sales and traffic – Wyzowl

But that doesn’t mean written content doesn’t have its place. In fact, written content will always have a place in well-rounded content marketing strategies.

Video Content vs. Written Content in Content Marketing

There’s a time and place for video, and a time and place for written content and everyone has their unique preferences, but more often than not, audiences are going to opt for video.

Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service. – Wyzowl

That said, giving your customers options for how they consume your content is generally a good marketing practice.

Video subtitles and transcripts are a quick and easy way to give visitors the ability to consume video content in written form, should they stumble upon your content while in line at the coffee shop, when they can’t find their headphones at the office, or when they simply prefer to read something.

39% of consumers say they are more likely to finish a video if it includes text, so they can watch it silently. – Animoto (More video marketing stats)

But video can also be used to give an engagement and SEO boost to existing blog posts, landing pages, and other key touch points along your buyer’s journey.

Is video marketing part of your future?

Now more than ever, marketers who meet their customers’ demand for video, have an immense opportunity to have their message heard.

Nearly any business can benefit from making video a part of their content marketing strategy, but in order to maximize the benefits, you need a strong strategic foundation in place.

Using Video for Marketing

First, you need to know where video content is going to have the greatest impact, based on your current content marketing strategy, objectives, and where prospects sit in your marketing funnel.