When it comes to creating promotional material, should you be involved in the content, or just leave it up to text? It isn’t everyone’s idea of fun to sit in front of the camera and discuss a subject, however – does it bring in more viewers than basic text? If so, it might be worth considering it.
Looking at the screenshots of both videos above, I’d argue that the one on the left looks more professional. Not just because the video on the right is in fact me (cringe)… But because it represents PUSH; the brand colours, images that suit our work, the lot. Whereas, the video on the right is simply me joining in with a trend and making it relevant to us. However, looking at our statistics, the one with my mug shot in is in fact the most popular out of the two. By a large amount. The video on the left brought in a whopping 3 views compared to the one on the right bringing in 3,897.
Why? I personally couldn’t tell you. I mean, I used a trending sound in the second video, so that could be a large part of it. But, even our videos where I simply talk to the camera (again, cringe) perform better than our informative videos that are text based. You can’t tell me it’s because I speak clearer than text, because that’s certainly not the case. After all, I’m from the middle of the UK (if you know, you know). So, I can only put it down to people preferring a subject over text? Maybe it shows we are real, and we’re certainly not robots pushing a product over to you (pun intended).
Let’s talk statistics though, because it isn’t just us that have found personal videos perform better than text based ones. 
Videos with a subject vs text
Our brains are wired in a certain way. Many of us find it difficult to read large amounts of text and retain that information. However, our brains can process visuals 60,000 times faster than text. Have you ever remembered pieces of information, but you can’t remember where you saw it? It’s likely you saw it within an advert or video of some form and your brain just stored the information. Text can be really beneficial, but for many, you’ll need to re-read the information a few times before you can store it.
Audiences would rather watch a video where a subject explains something to them, rather than reading about it for themselves. In fact, most would rather watch the same video a few times to take in the information, rather than reading the script created for the video. We all have a tendency to gloss over certain paragraphs. Reading bits here and there or scanning for information we need. It means we’re likely missing out a lot of useful details. It’s even noted that 59% of senior executives would rather watch a video on a topic, rather than reading about it. So, it’s not even likely to be a generational issue.
It’s easier to engage with your viewers
Having a video where you’re speaking to your audience, addressing an issue or a particular topic makes it personal. Your viewers are able to gain an understanding about who you are and what you bring to the table. You can easily decide whether someone is genuine or not through a video. So, if someone’s trying to sell you a product, you’ll know whether you want to buy from them. With text, you have to take their word for it. You don’t know who you’re potentially buying from.
Videos with a personal element to them can bring emotions to a viewer. Good, bad, the lot. Your audience is possibly more likely to share and comment when they know who’s behind the screen. They can see the work you’ve put into your brand or products. Of course, the better the content, the more interaction it will gain. But, you could have a shiny video you find super exciting that’s full of text, and it’s likely it wouldn’t get as much interest as a ‘boring’ video of you talking to your camera.
Once you’ve got their attention, it’s easier to keep it
A paragraph of text or constant changing of words flicking across your screen isn’t the easiest to read. Whereas, if someone is able to capture your attention, they’re far more likely to keep it. Still images can be boring. Let’s be honest, even the brightest images can be easily scrolled past. But, if there’s someone talking to you when you scroll through your feed, you might be more likely to stop and listen. There are many ways you can capture someone’s interest. If what you have to say is interesting, your personality, humour, dress sense – the list really is endless.
As a society our attention span is seriously on the decline. Far more individuals (especially the younger generation) would rather short, snappy videos, over sitting down and watching an entire film. This is why platforms like TikTok, YouTube and even Netflix (series specifically) are on the rise in popularity. People just don’t have the time or the attention to focus on something for too long any more. If you don’t grab their attention quickly, you’ve probably lost them. However, if you’ve managed to catch them, you might just get some views across your other videos too.
Unfortunately, text based content just isn’t something people are looking for as often any more. I guess it comes down to, if they want to learn about a subject themselves, they will. People can go and study a topic, or a product to find out for themselves the benefits it will bring. However, if you’re trying to be engaging and capture an audience, it all comes from you. Of course, not everyone enjoys being in front of the camera. I promise, it can be super tricky. But, there are ways around this. Try getting someone else to be your subject. Write their script and ask them to speak for you.
Or, just do what many of us do – upload the video of yourself and run away to hide in a dark room… I’m kidding… I think. Oh, and if you wanted to watch those videos of mine – you can check them out here (I’m off to hide).
