May 15, 2023

Text vs. Image vs. Video in Social Media Campaigns

Digital marketing in today’s world relies heavily on visuals to reach an ideal audience and generate engagement. Knowing the correct medium that makes the most impressions on your social media campaign is necessary to ensure you get the highest impact from your marketing strategy.

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Digital marketing in today’s world relies heavily on visuals to reach an ideal audience and generate engagement. Knowing the correct medium that makes the most impressions on your social media campaign is necessary to ensure you get the highest impact from your marketing strategy.

Depending on your business, the result that stems from the content you display means you know what content to promote to your target market. And with the right programmatic advertising platforms, and social media campaigns it should allow your business to have an effective marketing strategy. 

Social media involves three types of content - text, images, and video. 

But which of these will supply a more significant impact and engagement from your users? There are many factors at play.

Here is a breakdown and comparison of text vs. image vs. video that can help your business see the proper recipe in your content creation to optimize your marketing efforts for all of your social media campaigns.

TEXT

What does text do for your content in social media campaigns? Text's primary and most helpful aspect is with your Search Engine Optimization (SEO). It strengthens your search power since the text-based content is how your users search. 

The text in your content also does the following:

  • Easily understood in bite-sized snippets for readers to digest
  • Helps drive users to become top-of-funnel leads (prospects) and show you your genuine and loyal audience going forward.
  • Is quicker to load on websites and landing pages

With text being the foundation for SEO as a way to convey information about your brand, it can reach a wider audience by being so understandable. The problem with text is that it is never very visually appealing information.

IMAGE

The pull for an image is the ability to bring about more brand awareness with things like logos and icons that can represent and immediately bring value. Picture-based content is even more accessible for the consumer to understand, and they can easily associate pictures with meaning rather than the need to read text.

Images also bring about the following benefits:

  • More visually appealing
  • Easily shared (and more likely to be shared by customers)
  • Catches the eye of the younger generations more efficiently

Having pictures to look at draws the eyes to something specific. That’s what makes an image more engaging and exciting to a user. Plus, if your target market is a younger generation audience, you’ll find that these visual displays are far more effective than text.

A great example of the use of visual aids is in apps - downloaded apps on your phone, tablet, computer, or another device easily show you where to go and navigate without needing to read a bunch of text.

VIDEO

Video represents a way to engage your audience with visually appealing images that do more than sit there; if a picture is worth a thousand words, then video is worth millions. The best impact that video has now is that it has the highest levels of audience engagement since 91% of consumers prefer visual content to written content, and video is a big step up from images. To harness the full potential of video and maintain organized, accessible, and efficient workflows, it's essential to invest in robust video asset management software, ensuring that your valuable video content is easily stored, retrieved, and shared

The video content also provides the following:

  • Presents more information in a short period
  • More visually appealing than text or images
  • Helps drive more SEO with transcripts

Google’s algorithms can read and index video content, so with video, you get the best of text and image together. More research demonstrates that video drives more organic user traffic by up to 157%, so a video should be incorporated somehow, regardless of your technique or campaign.

How to Select the Right Content Method for Social Media Campaigns

The key for your business is not necessarily deciding whether to use textual or visual elements in your social media campaigns. Instead, your marketing strategy should be finding which combination of all three factors - text, image, and video - will help you create the strongest in your advertising both both consumer as well as B2B marketing campaigns.

Your biggest determining factor is going to be your audience. Your target market can show you what combination of text, images, and video will be most appealing and drive your engagement levels. Your consumers also tell you exactly what social media platforms they frequently visit so you know where to display your content.

In addition, it is beneficial for your business to work with an experienced Social Media Coordinator and a Content Creator who can advise you to utilize effective platforms that drive users to your campaigns. If you have it within your budget, you can gain much insight from incorporating outside services specializing in social media campaigns.

What Social Media Channels Are Most Effective?

It can be helpful for your marketing teams to dissect each social media platform and determine which of the three methods works best for each. Knowing your audience is crucial here since understanding user behavior is needed to nail down where it is best to concentrate your content on each platform.

For example, Instagram tailors mainly to images as the visual appeal, but they also integrate more and more video elements, so you can effectively use both within your marketing content. YouTube focuses primarily on video, so text and images aren’t going to have any profound effect on your audience if they utilize this channel the most. And Twitter is almost entirely text-based, so your business needs a master wordsmith who can put a lot of impact into a short snippet.

In your content creation, ensure you’re providing the user with some of the following elements:

  • Addressing a pain point or problem that your product or service can solve
  • Posting your content during the best times to reach your demographic
  • Be consistent in your messaging and visual content
  • Keep it short and to the point; no one wants to spend much time reading or watching advertisements.
  • Look into resources that can help promote your campaigns using different types of User-Generated-Content (UGC), Sponsored affiliates or influencers, hashtag use, feedback surveys, behind-the-scenes “live” content, and more to find the best techniques to reach your audience.

How to Strengthen Your Content Using Text, Image, and Video

Each platform has a primary content method, but many include more than one. Twitter, for instance, incorporates short videos onto its platform even though it focuses on text. Your marketing strategy should consider that when determining content in your campaigns.

The most significant element of your strategy is being in touch with what your target users expect to get from their social media platform. Also, determining your Key Performance Metrics (KPIs) will be a driving force in your media content. 

Your goals may include the following objectives:

  • Increase traffic conversion rates;
  • Increase click-throughs;
  • Increase shares and likes;
  • Higher engagement through comments and interactions;
  • Boost following and, ultimately;
  • Boost sales.

All of these contribute to your brand’s overall Return-on-Investment (ROI) and are necessary to analyze as you experiment with different content forms on social channels. It can help you determine which ads perform best to make informed decisions in future social media campaigns. Besides your content development, it is imperative to utilize analytics to benefit your eCommerce performance.

Your best option throughout your social media campaigns is implementing the right combination of all three elements - text, images, and video - to make the most lasting effect and increase your engagement. Determining the type of content to put across each social platform may be challenging, but the process can be more straightforward when you understand your core audience and what they like to see. 

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