Video content is undeniably popular, and it’s easier than ever to create and share video online across a range of platforms.

But if video is so popular, does that mean written content is on its way out? Should you invest your time and effort into creating videos rather than writing content for your audience?

I might be a little bit biased since written content is what I do best, but I think written content still has a place. That’s not to say video isn’t worth exploring. It is.

And there’s no reason you can’t do both.

Some content works better as a video. Some stuff works better as text. It depends on who it is for, what it’s about, and where it’s going to be shared.

Before you decide on a format, you need to think about your audience. Who do you want to attract with your content? Think about their demographics, shared traits, and common problems. What are their characteristics, motivations, desires, and fears? What outcomes are they looking for? The more you know about your audience, the easier it is to determine what type of content to create for them. 

The platforms and channels you use for marketing can influence the format of your content. If you’re primarily using TikTok, then video is going to be the obvious choice. Other platforms might be better suited to written content, whereas some lend themselves to a combination of formats. 

The type of information you are presenting will often dictate which format is most suitable.

A make-up tutorial works better as a video because the viewer can actually see how the make-up is being applied. In contrast, a complicated recipe may work better as written content, allowing the reader to follow it one step at a time rather than having to pause and rewind a video several times.

Think about the type of information you’re providing and determine the best way of presenting it.

The type of content you create should be content you feel comfortable with. If you’re awkward and monotone in your videos, your message will get lost, and you won’t get the engagement you want. Equally, if your blog posts are badly written with poor spelling and grammar or overcomplicated language, readers will click straight off your site.

When it comes to creating content, play to your strengths. If you struggle with writing, but you’re charismatic and engaging on video, then go with video. If you find writing easy, but hate being in front of the camera, focus on written blogs and email content.

Alternatively, you might find it better to outsource content creation, freeing up your time to focus on running your business.

It is possible to create decent videos on a low budget, but many businesses fail miserably. Wobbly images, poor sound and boring content aren’t going to make your business look good.

If you do have the budget, consider purchasing some basic equipment, such as lighting and a microphone, to improve the quality. Or work with a professional videographer.

Think about who your video is for. Decide what topic you will be talking about, how long you want the video to be (different lengths work better on different platforms), and what the purpose of the video is. Do you want to share information, promote a product or service, or just entertain your viewers? 

What type of video are you going to create? Will it be you talking straight to the camera? Is it an interview-style video? Or are you going to add animations or images? 

If you’re not filming in a studio, think about the location. Will you be inside or outside? Will you be stationary or on the move? What background will you use? How will you make sure the sound can be picked up clearly? 

If you’re not used to creating videos, make a few practice ones first. Film in a quiet location, use a tripod or put your camera on a flat surface, and consider preparing a basic script so you’re not stumbling over your words.

If you’re using your mobile, test out different settings to see which works best. If you’re using something other than your phone, test the equipment first to make sure the setup is right. The last thing you want to do is film an hour-long video only to find your head was out of shot or the sound wasn’t getting picked up.

I don’t recommend reading from a piece of paper, but if you’re filming promo content, it can be a good idea to create a script. You can then learn the script by heart or have a few prompts next to the camera to help you stay on track. 

This will give you more confidence in what you’re saying and ensure you get all the key points in. If you’re paying for someone to film and produce your videos, it’s definitely worth preparing something so you don’t waste your time and you get the quality you want. 

If you’re making long-form videos, think about how you can repurpose them. Can you make shorter versions to be used on different platforms? Could you combine them with a blog post so you cater to different preferences? Can you transcribe the video and use it as written content? 

The more mileage you can get from any content, the better, especially if you have invested a significant amount of time or money.  

While video is definitely a great marketing tool, written content still has a place too. In fact, research from OptinMonster shows that businesses with a blog experience twice as much email traffic as businesses that don’t. If that’s not a good enough reason to stick with written content a bit longer, here are some more.

Video content might be more appealing to those who don’t enjoy reading, but text is easier to scan.

Most good articles will be written with subheadings or key information in bold, so you can get an understanding of the main points. You can see at a glance how in-depth it is. You can tell from the first few lines whether it is written in a style you enjoy, and whether it will be too basic or too technical for your needs.

You can’t always tell in advance whether a video will give you the level of detail you need on a subject or if it will be presented in a way you understand. It’s pretty frustrating to watch a fifteen-minute video that doesn’t give you the information you want.

Written content is often more accessible than video because readers can control the pace and method of consumption. Text can be skimmed, searched, highlighted, resized, translated, or converted to audio. This flexibility makes it easier for people with different learning styles, attention levels, or time constraints to access information in the way that works best for them.

Individuals who are Deaf or hard of hearing do not have to rely on captions, which are often inaccurate or unavailable in videos. People who are blind or have low vision can use screen readers to interpret text far more consistently than the auto-generated descriptions available for videos.

The other benefit of written content is it’s better for emails. Images and videos don’t always load properly, which can leave your beautifully designed email looking a bit shit. 

Once you’ve filmed a video, you can edit it into different versions, but it’s not easy to make small changes. 

A blog post, on the other hand, is easy to edit. If you want to add a paragraph, change some statistics, update the research, or rewrite sections, you can do it without having to redo the whole thing.

Plus, it’s easy to chop bits out of a blog post to be used for other channels. I quite often take a sentence or paragraph from a blog post and turn it into a social media post. You can also take a single sentence and create an image out of it. There’s so much you can do with written content that just isn’t as easy to do with video. 

We all have different preferences when it comes to how we like information to be presented. Some people love to relax with a good book, whereas others prefer to stick on a box set. Some people like to watch the news at ten, others prefer to pop the radio on during their morning commute, while some people still religiously read their daily newspaper.

Online content is the same. Some people will always prefer written articles and email newsletters, whereas others will prefer to watch YouTube videos.

If you want to reach a broader audience, it makes sense to present your best content in multiple formats rather than limiting yourself to one.

Written communication has been in use for hundreds of thousands of years – think cave drawings, hieroglyphics, and ancient languages etched in rock.

The way we receive written content may have evolved from stone carvings to mobile phones, but the concept of sharing ideas through text has survived for centuries.

Until we no longer need to read at all, the skill will always be passed from one generation to the next. And while there are still people who read, there will always be a demand for written content.

The fact you’ve clicked on this article is proof enough that people are still engaging with written content. You may not have read the entire article, but you’ve still taken the time to click a link and scan the article for useful information.

People will read written content if the subject is of interest to them. And that really is the most important point to remember when you’re creating content – it has to be of interest to your intended audience. 

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