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Considering Video Versus Text: The Use of Each in Marketing

Posted on Tuesday, June 10th, 2014




Video is a trend that’s growing in popularity for marketing, and when you break down the major elements of video versus text, you see the strengths the media form delivers.

When it comes to affiliate marketing, one quick look at statistics will reveal the true winner of video versus text. If you wanted to learn how to play tennis, and were given the option to view videos or read an instructional guide, which would you choose? You’d logically choose video, and probably for a number of reasons.

Credibility of Video Versus Text

Video automatically credits a sense of credibility for a viewer. If we go back to the tennis example, seeing someone playing tennis and explaining certain moves is much more credible than reading about how to participate in the sport. With text, credibility might be dubious, or the viewer may not visualize a sense of connection to the writer. Video lets you instantly have an individual to which we can relate and listen to, plus trust. It gives that extra layer of humanity. Implementing video is one of the best affiliate marketing tactics you can use. Modulates.com offers a video affiliate platform that lets any business implement video testimonials easily.

Influential Aspects of Video Versus Text

We’re assailed with advertising messages every day, in the form of video, text, and audio. Of these, video is one of the most influential advertising techniques. Think of the many times you’ve bought something you after viewing a commercial for it? A print ad can only go so far, which makes text a little limiting when it comes to influence. According to Digital Sherpa, using videos helps customers understand your product or service by 74%. With so many individuals connected a smartphone or tablet, video has become even more influential as it shifts from the PC to mobile devices. If you want to embrace a form of media with influence, consider video alongside your other affiliate marketing ideas.

The Unique Nature of Videos Versus That of Text

A good deal of text on the Internet is copy that’s been rewritten countless times. Text is everywhere we look online. It’s easy to overlook a caption or advertising message, but there’s something about video that makes us stop and pay attention. Modulates  understands the power of video in affiliate marketing and developed a platform that anyone could use for their business to record video testimonials, hold product demonstration videos and more. Major brands are seeing the value of video, as a report from ReelSEO demonstrated. Their report found that in their survey of over 600 brands, 82% said they felt video had a positive impact on their organization or business. The core reason is because while text can be written in a number of ways, there are countless ways you can use video in a marketing campaign.

Weighing the Effective Power of Video Versus Text

No matter the service or product, every affiliate marketer wants to create an effective campaign. Video packs a number of positive benefits in the effective column. It’s engaging, giving customers a sense of the personality of the brand or spokesperson. Video is also easy to share on social media, a feature Modulates has packed into their platform. Even the mention of video can be effective, according to the 2012 Experian Digital Marketing Report. The use of “video” in an email subject line increased click through rates by from 7 percent to 13 percent.

Emotional Impact of Videos Versus Text

Videos elicit an emotional connection with us, more so than text does. It can create a variety of emotions, such as confidence (like the acclaimed Dove “retouching” advertisements), amusement, and curiosity. Each of these emotions gives us the need to know more either about the brand or service, or the message of the video. Text can touch us emotionally, but usually in the way a Hallmark card does, and not with the emotional depth of a video.

If you’re currently considering video marketing or video affiliate marketing campaign, you should consider the benefits of video compared to text. Video communicates your message just as effectively and in a quicker manner. Modulates.com offers a high quality video platform for use in affiliate marketing for both beginners and experienced marketers wanting to ad video to their campaigns.

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