Text or Video?

Earlier, in Traffic Talk: Part 2, when we talked about the sales funnel, I mentioned some things to consider when using video versus using text in your ads. We are going to revisit that topic because, we get this question a lot:

Should I use video ads, or text ads?

Unfortunately, the answer is that the choice is heavily contextual — in fact, sometimes the answer is both.

In certain circumstances, video works better — in others, the answer is text. There is no consistent winner from the perspective of performance. So, how do you decide?

For such a complex question, the answer is surprisingly simple…

You should do whichever format you (or your client, if you’re an agency) are best at.

Let’s look at two examples (of real people) to solidify this stance:

First, George R.R. Martin, author of the popular (yet still unfinished, George) book series, A Song of Ice and Fire — AKA, Game of Thrones.

Second, Ryan Reynolds, a popular actor in the U.S.

Our first example, George, is a world-class writer. Though you will see him give interviews and panel discussions, he is an introvert at heart. He spends unimaginable amounts of time honing and perfecting his craft, and continues to churn out stories on a regular basis… even if his fans wish he would just focus on finishing the last two books in his epic series.

Our second example, Ryan, exhibits all the characteristics of the classic extrovert. He’s charming, funny, dresses well, and is comfortable and natural in front of a camera. Like George, Ryan has spent decades refining his craft and has become widely recognized as a result.

So, let’s ask ourselves… who, of those two people, is better suited for the written word, and who would likely do better on camera?

It ought to be clear — George’s ads need to be text, and Ryan’s would be best as video.

Let’s take these examples a step further and imagine that neither of these two people are responsible for their paid advertising — they’ve each hired an agency to handle their advertising. Does that change anything?

We say no.

Each individual should still play to their strengths — because, everything becomes easier, and more likely to succeed if they do.

I know I’m using extreme examples. These masters of their respective crafts likely seem out of reach for us mere mortals… but, they illustrate the point well. We need to identify, and then leverage our strengths in our paid media.

Which means, it is time to determine what your strengths are.

When asked to explain what you do, are you more comfortable writing it out, or talking about it?

If you aren’t sure, there is a simple two-part challenge that can help figure it out:

First, take the next 5-15 minutes and write an email to a friend. In it, explain the offer you are making (or are considering making).

I’ll be here waiting. Go do it.

…

How did it go?

Did the words flow easily, or, did it feel like a chore?

Now, pick up the phone (or Skype, or zoom, or whatever) and call a friend. There’s no need to take notes, just explain what you’re up to. Tell your friend about the offer you’re making (or are considering making).

You aren’t looking for their approval.

You are looking for self-reflection.

Go ahead. I’m not going anywhere.

…

Which felt easier to you?
Which was more enjoyable?
Was one more effective than the other?

When writing, did you find yourself wishing you could pick up the phone and explain it quickly?

When on the phone, did you long for the careful and crafted precision of the written word?

It is important to know that there is no right answer here — there is only your answer. Whatever medium you feel more comfortable in… that is the answer for you.

If you’re truly not sure, that’s ok too. Personally, I fall into that camp as well. I enjoy writing (and do an absolute ton of it) but, I also enjoy being in front of people (or a camera). I’ve experienced great results from both throughout my career, and I often combine them by scripting videos, or repurposing content from one medium into another. Maybe you discover the same for yourself, maybe not. Everything is permissible here, and I encourage you to do whichever feels more enjoyable and natural for you.

Before we wrap up this section, I owe you an assignment. Go as deep as you can on it. This work is valuable even outside the context of paid traffic.

Look back on your life and create a mental “highlight reel” of when you felt you were at your best. Don’t limit it to your professional life — think broadly, about the whole of your life, personal and professional. Here are some prompts to get you going:

• Did you talk your way into your first job, or did your cover letter and resume do all the talking for you?
• If involved in a romantic relationship, how did you win them over? Did you write love letters, poems, or was it something else?
• Does the idea of speaking in front of a large group of people excite you, or fill you with dread?
• Are you the person people go to when they need someone to make a speech, or to liven up the room with a great joke?
• How do you make sense of what you’re thinking? Is it via journaling? Or, do you talk things out with friends?

Whether you’re a content creator, service provider, or gadget manufacturer, these questions are critical to understanding which medium (text or video) is best for you and your paid advertising efforts.

Don’t be afraid to go deep on this exercise — you’ll find that it has value even outside the context of your work.