Using Impactful Video vs. Simple Text For Your Social Media Campaign

Using Impactful Video vs. Simple Text For Your Social Media Campaign

YouTubeTraditionally, a bulk of online marketing is directed toward the written word, and it still works in a number of social media websites for specific businesses. But, the social media world contains several members who utilize a more visual approach. If you’re marketing on YouTube, you better be fluent in the world of video. And, why not use video? Often a visual marketing approach can introduce humor and a very strong message, similar to the ad Mike Dubin created for his Dollar Shave Club YouTube marketing effort. You, too, can use visual marketing to boost your company’s bottom line, but it’s best to ascertain whether a visual or text approach works best for the audience you hope to attract.

Seeking Your Social Media Marketing Channels

If you’re primary target audience is in North America, Facebook, Google+, Twitter, LinkedIn and Pinterest are your top social media avenues. However, if your aim is into China, your social network of choice is the Chinese social media network, Qzone. Target the Slavic-speaking nations and your best social media selection is VKontakte (VK), which means “in touch” and is spelled ВКонтакте in Russian.

Throughout all of these social media platforms, marketers who employ graphics with their messages increase traffic by 12 percent, according to Heidi Cohen, an online marketing specialist.

However, marketing choices go deeper than just adding graphics. You must first answer the question, “What is the best kind of content for my audience?”  Marketing firms tout that adding images boosts total views by close to 100 percent. It goes without saying that a travel website selling scuba diving tours in Hawaii is going to see better numbers with photographs in their message on Instagram or Pinterest.

Visuals aren’t always compelling, though. Marketing to accountants might be better in the written form on Facebook, where the sharing of text is preferred.

Marketing decisions must be determined from what is up for sale

Tourism is a natural for a heavy visual-laden marketing message. From fantastic natural vistas to fun and exciting vacation activities, a stellar photograph or video encapsulates your message better than thousands of words. Hotels, resorts, tour guiding companies and tourism destinations worldwide use enchanting visuals in their social media marketing on websites, such as Instagram. A good example is the luxury hotel firm, Four Seasons Hotels and Resorts, which entices 32,000 followers a day to their Instagram website.


Pretty photographs aren’t the only approach to quality social media marketing using visuals. The home improvement store, Lowe’s, titles their Pinterest electronic bulletin board “Build It!” and features do-it-yourself (DIY) ideas that originate from products purchased at their home centers. Over two-thirds of Pinterest users are female. Lowe’s knows this, which is why you won’t find DIY ideas in this marketing effort featuring machinery or outdoor power tools. There’s an indoor theme on this Pinterest board, which makes suggestions without blasting a stout sales pitch. Lowe’s is targeting the three million Pinterest followers with smart social media marketing.

Let Your Information Flow Online in a Manner That Fits You

As is the case with all writing, you need to know your topic in order to write effective and interesting copy that your audience finds appealing. Beyond knowing your subject, you must analyze the nature of your material and how best to fit it to various social media networks.

For instance, if you are an engineering firm that sells your services to big contractors, your content will probably be laden with numbers and words. A few photographs of finished projects might be appropriate, but for the most part, your copy best suits an audience that wants to read the details of the engineering services your company offers. Instead of wearing yourself out trying to create graphics for Instagram or Pinterest, your efforts are better served by sticking to a text-orientated communication and channeling your writing into LinkedIn, Facebook or Twitter.

So, should you stick with a text-driven marketing method or add the pop of a video to your social media message? The answer to that question will vary according to who you are, what services or products you sell, and where you’re apt to find your target audience. One definite is there’s no such thing as a marketing shoe that fits the foot of all business owners who are marketing via social media. When you comprehend not only the significance of the goods or services you’re selling, but know where to find your audience, you can best determine the appropriate avenue for marketing your wares online.

Posted by: Joel Canter

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