6 Reasons Why Text-Based Content Is Better Than Video Content in 2023

In the ever-evolving landscape of digital marketing, strategies and tactics constantly undergo transformations. One of the most significant shifts witnessed in recent times is the decline of video content as a primary driver of engagement and conversion. As we continue through 2023, an increasing number of marketers are recognizing the unparalleled potential of highly relevant text-based content. This article explores the reasons behind the diminishing prominence of video content and highlights the rise of its alternative - text-based content.

1. The Oversaturation of Video Content: Over the past few years, video content has flooded almost every digital platform. From social media feeds to websites, users are bombarded with an overwhelming amount of videos competing for attention. This oversaturation has led to a decline in video engagement rates, as audiences become increasingly selective about what they choose to watch.

2. Decreased Attention Spans: The fast-paced nature of the digital age has significantly shortened attention spans. In this era of instant gratification, users are more likely to skim through content rather than watch lengthy videos. Text-based content, on the other hand, offers a quick and concise way to deliver all the necessary information quickly.

3. Accessibility and Convenience: Video content often requires users to have a stable internet connection, appropriate devices, and the ability to consume audio-visual content. In contrast, text-based content can be accessed by anyone with an internet connection and a device capable of displaying text, making it more accessible and convenient for a broader audience. Text-content also takes less time to load and requires less data.

4. Search Engine Optimization (SEO) Benefits: Text-based content provides superior opportunities for search engine optimization. Search engines rely on text-based information to understand and index webpages. These search engine bots that crawl websites to index the pages are still unable to index video content. With well-structured, keyword-rich text content, businesses can significantly improve their visibility in search engine results, driving organic traffic to their websites.

5. Personalization and Interactivity: Text-based content allows for greater personalization and interactivity. By using techniques like personalization tokens, marketers can create a highly tailored experience for readers. Additionally, interactive elements such as quizzes, polls, and surveys can be seamlessly incorporated into text-based content, fostering engagement and generating valuable insights.

6. Easier Consumption and Information Retention: Reading text-based content is often less time-consuming than watching a video. Users can scan through paragraphs, skim headings, and consume information at their own pace. According to Wylie Communications via Nielsen Norman Group, 74% of newsletters are skimmed. It isn’t even possible to skim a video, which is why video views are decreasing. Moreover, studies have shown that individuals tend to retain information better when reading text, as they can reread and reference specific sections.

As digital marketing continues to evolve, video content is experiencing a decline in its effectiveness as a primary tool for engaging and converting users. The oversaturation of video, shortened attention spans, accessibility concerns, SEO benefits, personalization opportunities, and ease of consumption all contribute to the rise of highly relevant text-based content in 2023. By leveraging the power of text, marketers can create impactful and personalized experiences that resonate with their target audience, ultimately driving success in the ever-competitive digital landscape.