Business owners and marketers know that in order to attract an audience and boost engagement, you need to use visual elements. This can be in the form of images or videos. Text-based content are also visual, but compared to these other two forms of content, it just does not produce the same amount of engagement.
So between pictures and videos, which one should you focus on? That’s what we are going to talk about here. Video marketing is certainly the most popular strategy for different brands in this age of social media. People can’t get enough of videos—it’s only appropriate to take advantage of this by launching your own video marketing campaign.
But does this mean there’s no place for images in your marketing strategy anymore? Let’s take a closer look.
Marketing with Videos
Most marketers recognize the benefits of video marketing. In fact, 81 percent of businesses are now using this type of content in their marketing strategies. Consumers also love videos: 55 percent of people online watch videos every day.
Videos are eye-catching. When people see videos online, their instinct is to stop scrolling. Even if they pay attention to your video for just a few seconds, that’s more than enough opportunity to get your message across.
People can’t help but look at videos because videos have images, movement, and audio. You can combine all the different elements that make other forms of content effective: the visual aspect of pictures, the auditory element of podcasts, and the informative nature of text-based content. Videos present all of that into one easy to digest package. And to top it all off, videos have motion.
Aside from the fact that videos can easily grab someone’s attention, they can also provide more information within a short period of time. This is extremely valuable in this fast-paced society we live in.
People always want options. They want to be able to multitask: listening to your video while they are doing chores, for example. They want to read subtitles so they can still enjoy your content without audio. Videos give them all of those options.
It is this level of flexibility that makes video content so appealing to online consumers. Not to mention videos can be both educational and entertaining at the same time. They are the perfect vehicles for your brand’s message. While you are giving your audience value, you are also promoting your products and services. It’s a win-win situation for everybody.
Video marketing has very few disadvantages, but they are still worth noting. Videos are hard to produce, unless you are making a vlog—those are significantly easier to make. It’s not easy to produce high quality content because there’s so much that goes into it.
You need a team of people to help you make your videos. It’s harder to produce video content if you’re doing it all by yourself on top of managing your business. Some entrepreneurs make it work by building their brand around their videos, but that’s not an easy thing to achieve.
This leads us to the other big disadvantage of video marketing: it’s so effective that practically everyone is doing it. This means your video is going to face a ton of competition out there. It may feel impossible to stand out in this sea of content.
If people don’t find your video interesting, they won’t hesitate to click off to another site or just keep scrolling. There’s no shortage of video content.
If you want to make videos that are impactful, you need to know your target audience and talk about the things that are relevant to their interests. People have short attention spans and you need to work around that by giving them something worth watching.
This may sound difficult, but it’s no reason not to pursue video marketing. The benefits are just too great. Your competition is surely using it—you don’t want to get left behind. Video marketing is a fantastic source of leads and revenue, so you don’t want to miss out on that.
Marketing with Photos
It may seem like video is the clear winner here, marketing with pictures online is still worth looking into. Pictures aren’t dominating the landscape by any means, but they’re also not going anywhere any time soon.
They say a picture paints a thousand words. And while videos may paint millions, it doesn’t mean pictures can no longer make an impact. Take a look at Instagram: people are still in love with this incredibly popular photo sharing site.
Photos can deliver your brand’s message effectively. That’s why marketers haven’t completely dropped them. They can still work wonders for your business, especially in between your video posts. Pictures can keep your content calendar full while you’re hard at work producing your next high quality video.
Photos can resonate with an audience on a different level. Photos have an appealing and captivating quality that not even videos have. People can develop an emotional connection with images. You can use this to build an emotional attachment to your business by having your viewers associate your brand with certain images.
Just like videos, images can stop people from scrolling. You can use this to develop and establish your brand’s aesthetic, which helps you define your identity. Pictures, just like videos, can help you showcase what makes you different from all the other brands in your industry.
Photos are also much easier to produce than entire videos. You can post a selfie with your team or post pictures from an event. Or you can have graphic designers, photographers, and other experts in this medium to help you produce visually striking images.
The downside is that images just aren’t as engaging as video content. Videos simply have a higher ROI compared to photos because of the amount of engagement they receive. Videos can get tons of views, comments, and shares, whereas images may not get as much.
What Has Better Engagement: Video or Pictures?
Both videos and pictures can be used to tell stories—and people online love stories. If you produce the right content for the right audience, you are going to get the engagement you need.
In terms of engagement, video is the clear winner. People spend more of their time online watching videos than looking at images and reading text-based content. Videos that are well-received by the audience increase the likelihood of them making a purchase.
Websites that have videos are more popular among users. In fact, they will spend 88 percent more time on a website that has a video. Videos also generate 1,200 percent more shares than images and text.
So no matter how we look at it, videos are better at driving engagement. But the truth is that there’s no need to stick with just one strategy. Using both pictures and videos in your marketing campaign will increase your visibility and allow you to reach more people.
So as long as you’re producing high quality content, there’s no reason to put all your eggs in one basket. A blend of video, photo, and even the occasional text post will help you reach your audience no matter where they are hanging out online.
Different companies have different needs. Figure out what works for your company and don’t be afraid to explore different content types. Get creative, be authentic, and always put the spotlight on your brand. That’s how you get an audience to pay attention to you.