Which Drives More Engagement? Images vs. Video March 11, 2020



Knowing which medium can reach the maximum number of impressions on social media and generate the largest amount of audience engagement can help increase the impact of a social media marketing strategy. Depending on your industry, there will be a method of content that gets your desired results between images or videos. Let’s dive in!

Understanding the impact and desired effects of the content you create plays a key role in knowing which kind of content to promote. This, combined with the platform, creates the recipe for content generation that your business should utilize. The decision between text and visual content is key.

Images

- More appealing, easier to understand, and tend to be viewed by more people
- Favored by younger generations
- More likely to be shared by consumers

In an ever-evolving, rapid-paced world, picture-based content is easier for consumers to digest and takes less time than reading a blog or text paragraph. Additionally, visual content draws eyes to it when presented on a page that is full of text. In short, it is more interesting and potentially more engaging than textual content.

Video

- Promotes higher levels of audience engagement
- Can lead to longer periods of audience engagement
- Can present more information in a relatively shorter period of time

If a picture is worth a thousand words, then a video is worth millions. Video presents the largest opportunity for audience engagement and simultaneously comes with the highest impact as consumers are more likely to listen to a short snippet or clip than read a post. By utilizing transcripts, Google’s algorithms can also read and index the video to generate SEO power. Of course, we cannot talk about video without also including voice. To find out how voice search is impacting SEO, and Google at large, click here.

The question is not so much about picking textual or visual elements, but rather which combination of these elements will create the strongest social media campaign. An experienced Social Media Coordinator can be key in developing a strategy that employs the right amount of textual and visual elements to drive audience engagement.

* How to Select the Best Content Method for Each Social Media Platform

When it comes to deciding which mixture of content is going to get your business the best results on social media, it all comes down to knowing what your audience is looking for. This is largely decided by what platform[Links back to top 5 overview blog]you are targeting.

* Which Content Works Best on Facebook?

For  Facebook, you should be expecting a similar mixture in terms of video-, text-, and image-based content. The true differences between content on the two platforms comes from the difference between the voices a business chooses to use on those sites.

* Strong Content Resonates With Your Audience

Each of these platforms has what we might call a “preferred content method”. That is to say, each of these platforms has one specific method of content delivery that it is known for. This doesn’t bar other types of content from being used on those sites, but it is something that one needs to keep in mind.


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