Video content is exploding on social media platforms like Facebook, Instagram, Twitter, and YouTube. Branded videos content gets more views on YouTube, and a video is six times more likely to be retweeted than static content. Users are starting to watch more video content over static. With our decreasing attention spans, people want to absorb content in a shorter period.
However, static text has been the primary form of content for a long time, and some users still enjoy reading content over watching a video. Therefore, you shouldn’t ditch it altogether. Additionally, many users still enjoy reading content over watching a video. It’s essential to find the right balance of social media content to appeal to potential customers.
Static vs. Video Content
Static is the simplest and most effective form of content, consisting of anything that can be delivered to your audience without being generated, modified, or processed. Video content is any format that features or includes video. Some common forms of video content include vlogs, product demos, customer tutorials, and webinars.
The Benefits of Static Content
Static content has a relatively low time commitment and is easily repurposable. Content repurposing allows you to create one piece of content and share it across multiple channels or repurpose it into another content form. Static content is also easy to control because users can only read or view it, but it’s not interactive.
The Benefits of Video Content
Video content is growing exponentially, and brands are constantly moving towards the latest techniques to stand out in the marketplace. Video content catches users’ attention on social media, with many consumers preferring it over static content. Video typically has a longer lifespan than static content. Although video takes longer to create, you’ll generate more engagement for a more extended period.
Additionally, video is easier and quicker to consume. Brands can market their products and services in a short video that would otherwise take longer to explain in detail on text. Video also activates the visual context of the brain, allowing it to rest from much of the text content that we see every day. Video content is more digestible, making it more engaging for users.
Finding the Right Balance
Even though video content is most popular among users, you shouldn’t ditch static content altogether. There’s value in finding the right balance of static and video social media content. Since static text has been the primary form of content for a long time, moving entirely away from it might alienate some of your customers. That’s why it’s essential to provide the right balance to appeal to all of your customers.
Video content can be shared across various social media platforms, but only a few are dedicated strictly to video. Whereas most social media platforms integrate static and video. The key to creating the right balance is finding what works best for your business. Give your audience a choice for how they want to consume your social media content.
The Takeaway
Static and video content have various benefits, so there’s value in finding the right balance of both for social media. Creating content for potential customers should always be your primary goal, and they will help inform how much of what form of content you put out. Finding the right balance of static and video social media content will allow you to repurpose existing content in unique ways while improving engagement rates.