DialogMythbuster: is video really the best content format?

We've been listening and reading, for quite some time now, about how video is described as a "hot thing" and a thing that will conquer any other content format. Each new year brings new hints of great content connoisseurs who put video at the very top of the most attractive formats. Is that really so - we decided to unravel this myth.

Shutterstock 379953553

We've been listening and reading, for quite some time now, about how video is described as a "hot thing" and a thing that will conquer any other content format. Each new year brings new hints of great content connoisseurs who put video at the very top of the most attractive formats. Is that really so - we decided to unravel this myth.

But let's start from the beginning. "Video" is a complex word, because "video" in digital communication (especially in technical performance) also means high/low production, film, animation, stop motion, live video, 360 video, vlog… Testimonials, webinars, interviews, brand movies, behind the scenes, tutorials, reviews, are just some of the interesting topics we can use to create an interesting video.

Also, Facebook loves video, so it favors it on its platforms, and thus further "pushes": the ad price is better, the reach is higher, it starts automatically…

Only according to these elements, we would conclude that video is very much a content format in which more should be invested. Or is it?!

To get at least a rough answer to this question, we did a little research. Here’s how you answered us with 3 simple questions about the video.

 

103060172 2984495644919730 8856681713535811584 N

 

101982192 1644729765696651 7908528972403572736 N

 

101966634 689068445215671 2079648741253447680 N

 

And what did we conclude?

Although, at the beginning of each year, the video format is decorated with laurels and presented as a rising star, it is as if every year that same video remains only in average waters.

So if you don’t have a budget for high production, if your script is boring, if you don’t have subtitles, if the sound is bad, if, if… Maybe you better stick to photography.

What are your impressions?