Today’s topic answers a question I hear a lot — what about video? Or, another variation, should I use video ads or text ads?
There’s no right answer from a performance perspective. In some circumstances video performs better. In others, text produces better results. To further complicate matters, sometimes the answer is both.
If there’s not a consistent winner from a performance perspective, how should you decide? The answer is actually very simple — what do you (or your client) do best?
To illustrate what I mean, I’ll use two friends as examples. One might sound familiar to you. (I have not changed the names to protect their identity.)
Let’s call friend #1 André, and friend #2 Greg:
André is an introvert — you’ll rarely see him on camera or on the stage at events. He’s also a world-class writer, among the best in his field. He has spent decades refining his craft and continues to improve that craft day after day.
Greg is an extrovert. Sharp-dressed, well-spoken and super-smart, Greg can’t help but light up a room when he’s on camera. He also has spent decades refining his craft, and he has invested tens of thousands of hours becoming world-class in front of and behind a camera.
With that short background about André and Greg, let’s ask the question again — text ads or video?
André’s ads should be text, Greg’s should be video. Is it really that simple? Most of the time, yes it is.
However, let’s add another layer of complexity as food for thought.
André’s products are overwhelmingly text, and he has used his mastery of the written word to communicate with his tribe for years. When you’re in André’s world you’re reading (and marveling at his elegant visuals).
Greg’s products are overwhelmingly video, and he has used his mastery of that visual medium to communicate with his tribe for years. When you’re in Greg’s world you’re watching video.
One more layer of complexity to further the thought experiment.
What if André and Greg aren’t responsible for their paid advertising? What if they have a team or an agency responsible for that? I don’t think it matters. André’s superpower is writing. Greg’s is video. Everything is easier, and more likely to succeed, when each is in his preferred sandbox.
I know what you’re thinking — that example is too extreme. I chose two masters of their crafts which skews the results. That’s true, but it proves the underlying point I’m making which is that we need to know, and then leverage, our strengths with paid media.
Now it’s your turn. Are you more comfortable explaining what you do / what you sell in writing or by speaking? If you’re not sure, it’s easy enough to experiment. Take 10 minutes and write an email to a friend explaining an offer you’re making or an offer you’re considering. (Go ahead, I’ll wait.)
How did that feel? Easy? Hard? Did the words flow or was there a lot of effort?
Now, the same experiment, except this time you need to use a phone or Skype/Zoom. No notes — just explain to your friend an offer you’re making or an offer you’re considering.
Which was easier? Which did you enjoy more? Was one more effective than others? When you used email, were you imagining your friend’s questions and anticipating your answers? Did you ever think, “this would be so much easier if I could just explain it quickly…” Or did you love the precision of the written word, the ability to edit and say exactly what you were thinking?
There’s no right answer — there’s only your answer (which is the right answer for you…)
What if you’re really not sure. That’s OK — that’s my challenge too. I love the precision of the written word, and I love the craft of writing. At the same time, I’ve had the most professional impact on stage, in front of small groups, and in recorded conversations. It is infinitely easier for me to produce video / audio. However, I usually feel compelled to ‘polish’ that thinking with time for reflection and the precision of the written word. For me the answer is both / and (and that may be your answer too).
One last exercise for today. Look back on your life and create a brief mental highlight reel when you were at your best. Don’t limit that to your professional life — think broadly:
- Did you talk your way into your first job?
- Write love letters to attract your spouse?
- Are you the person people call on to give a great speech or tell a great joke?
- Does the thought of being on stage light you up (or make you want to run and hide)?
- Do you journal? How do you understand what you’re thinking (talking out loud with a friend or writing to expose your thoughts)?
Take some time to go deep on this exercise. It’s independently valuable for any content creator, and particularly valuable if you’re considering video vs text for paid advertising.
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