At this point in time it has become fashionable to imagine that if you are going to create content that you should create video. Blogging is held out as something that is oh so 2005, and video is thought to modern and more valuable than good old text based content. Having spent over 5 years creating video content professionally my opinion is that text is many times a far better way to go.
The first thing to go over when comparing text with video based content is the idea that video is worth more money. It is constantly stated that video pulls in higher CPM and CPC revenue and this is true, but only to a degree. What is lost in this calculation is the question of how many impressions will your content receive per visit by a viewer. If I earn $40 CPM off of a video, and $15 CPM off of a blog post (3 ads per page at $5 CPM per ad) it appears that the video is the winner. This does not take into consideration that a visitor can consume blog posts far more quickly than they can video. My average view times for my videos is approx. 10 minutes per video. The average view time for my blog posts is 1 minute per post. This means someone can consume 10 blog posts in the amount of time that it takes them to watch one of my videos. Obviously that extreme will not be the case, but it shows that if the consumers of my blog posts consume around 2.5 posts per visit that the visit to my blog will be worth more than a visit to my videos.
With this the question of how long it takes to create content comes in. Video is a pain to produce. Lighting is a pain. Sound is a pain. Even minor editing and encoding takes time. And then after you’ve taken all the trouble to create a video you still have to take more time to write out a description and do video SEO. On the other hand you can write and publish a blog post in a fraction of the time. From beginning to end even a simple video is over an hour of work compared to a simple blog posts which takes 5 minutes.
The final argument for blogging vs. vlogging is that most people do not come across well on camera. When people watch a video they are paying attention to far more than the concept you are explaining. They are making judgements about your hair style. They have opinions about your accent and skin color. They are irritated because some part of the video is not up to their high standards. Video allows people’s inner bigotry to run rampant, and it is incredibly hard to change yourself to match what people imagine you should be. Conversely if you are writing blog posts it’s relatively easy to change your writing style. You can change the words you regularly use in a way that you can’t change your accent.
Blogging is a media that allows you to focus on ideas, and concepts. Vlogging, and video, allows you to bring your topic to life, but sadly many times that means you’re creating a Frankenstein where your intention is lost on your content consumers because they are focused on what else is in the video.
Creating content of some type is vital for modern professionals. It shows that you have a deep understanding of your area of expertise, and can make logical arguments about your opinions. I would argue that many people would be far better off sticking with blogging and text. It’s far easier to create, and you can limit your message to exactly what you mean to present. You can’t tell someone has a dumb haircut by simply reading their writing.