Video Content is King Now but the Written Word is Still Kingmaker

The viewership of online videos has been increasing in geometrical progression over the last few years and that’s understandable. It saves people the trouble of having to read the content, which they reckon is a painstaking exercise. It would be interesting to see the alternative of video content when it becomes a pain for viewers to even watch a video a few years later. Thankfully, we are still a few years away from that situation if and when it arrives. From the end user’s point of view, all activities on the internet begin with a search of the keyword phrase corresponding to what a user is looking for. Even video content marketing would need some kind of a keyword-enriched description for it to be picked up by the search engine and social media crawlers.

Video content is truly powerful

Before any kind of doubt sets into anybody’s mind about whether an attempt is being made here to prove that the written word is still the best bet for content marketers, here’s a clarification – this article isn’t trying to do that at all. Video content marketing has well and truly arrived and it’s dramatically changing the way products are marketed. The different formats of video content are product presentations, product reviews, testimonials, how to tutorials and lots more. A video of any in these formats of product information has much more impact than static advertisements or blogs.

Making a video isn’t enough

You can make a video for all it is worth with excellent and informative visuals based on ground realities accompanied by excellent narration but you also need to focus on your video content marketing. There is no way you could do it without writing about your video and what it offers to the viewer. Let’s face it – howsoever high the quality of your video may be, it will need promotion on social media and this will require writing descriptions for the posts of the video you will upload. You may even need to write blogs to promote the video if it is of long duration.

Planning the video storyline

Most commercial videos for promotion of products and services aren’t made impromptu since a lot of time and effort goes into making a really meaningful video. For instance, if a video is to be made about a company that manufactures dairy products, it would involve shooting up the company’s entire supply chain. This will begin right from the dairy farmer delivering his daily quota of milk at the dairy plant to the customer who buys the milk packs at the retail outlet. Online videos must show this entire journey of a product to gain viewership and make impact.

Scripting voiceover narration of the video

This whole journey of the product from its source right up to the customer would have to be explained by a ground reporter, program anchor or with a voiceover narration. In video content marketing, your viewer must understand each and every screen or slide of your video either through visible content on the screen or thorough voiceover narration. This is where the written word comes into play right at the pre-production stage of the video. Hence, we see that the written word is critical for a video not just while producing it but also while promoting it online.