• Nikki McCaig

LET'S DEBATE: VIDEO MARKETING VS PHOTO MARKETING



Reels or Stories? Tiktoks or Photo Tweets? Insta Posts or Video Snaps?


One of the most richly debated social topics in marketing from 2022 is whether photo marketing or video marketing is better. With some social media platforms pushing for video and others pushing for photographs, it can be a confusing message for marketers to try and understand when promoting their content.


In our LVE THT article today, we’ll be looking into both forms of marketing and evaluating not only how each form performs on different social channels but also the different impacts they can have on your target audiences.


So whether you’re all about those photo filters or you live and breathe boomerangs, we’ll be figuring out the very best content strategy for your business marketing strategy in 2022:

WHICH IS EASIER TO CREATE?


Although many people will immediately assume photo marketing is the easiest to create when it comes to social marketing, there’s a strong debate suggesting otherwise in the larger marketing community.


Whilst a photograph can be snapped quickly and edited on the spot, the process of creating the perfect shot can be lengthy - particularly when snapping products, events or people. Investing in a high-quality camera can be a significant cost in your marketing budget and require advanced photography knowledge to make it work.


Elements such as lighting, backdrops, props, focus and use of space can all factor into the photography process, and the pressure to get one perfect shop can be greater than the entirety of shooting a short video. You have one shot at getting it right, and if you mess it up, it’s much harder to redo.


Video content, by contrast, can be a lot more flexible and creative to market - with a range of different video types to choose from. From time-lapses and boomerangs to vlogs and panning shots, your video promotion can be diverse and quick to create without being limited to one frozen frame.

WHAT TO SOCIAL MEDIA CHANNELS PREFER?


There are many arguments suggesting that most social media channels prefer video content - unfortunately, that is true. But it doesn’t mean you have to give up photo marketing altogether.

Instagram is one of the most obviously image-heavy platforms, having been originally created as a space to share photos as posts. Yet, in recent years, it’s made a big push towards video content instead, with the introduction of Reels, Stories and IGTV as evidence.


However, the channel users appear to push back. A popular Instagram Reel trend that has been circulating recently used the voiceover of ‘Instagram seems to be pushing videos right now, so here’s me using a photo as a Reel’ - with a still image underneath. This is very indicative of the way users are responding to social media platforms right now - still creating the content they like but simply adjusting it to suit their own style.


Whilst TikTok is obviously a more video-focused platform; the users are also providing templates for people to use photos as videos, in slideshow or collage form - helping the concept of photo marketing to stay active on the platform.

However, platforms such as Twitter, LinkedIn and Facebook are still reasonably neutral - supporting both forms of content. Although there is a general push towards more video content, the three channels still make room for photos and image-based content to shine.


Over time, more and more social media channels will likely be turning towards video content. However, right now, photo marketing still has the opportunity to make an impact and make a difference in your marketing strategy.

WHAT ARE THE BENEFITS OF VIDEO MARKETING?


The benefits of video marketing are listed below:


  • Longer Engagement | A video of your products, business or service, is likely to have a longer engagement run than a still image.

  • Deeper Insight | A lengthy video can include different angles and different insights and show a deeper look into your product than an image can.

  • Creative Opportunity | There is arguably more scope for creativity through video marketing and the construction of video content.

  • Tone of Voice | Video content allows you to showcase your tone of voice, your business style and your overall aesthetic on camera.

  • Audience Connection | In general, modern-day audiences are more likely to feel a stronger connection to a video than a photo or a written caption online. They can get a feel for you, your business and your values through spoken and moving visual content than through a still image.


What are the benefits of photo marketing?


The benefits of photo marketing are listed below:


  • Batch Creation | Through a single photo shoot, you can gain many different images to be used throughout your marketing campaign.

  • Versatility | A single promotion image from your brand can be used in a number of different places, from marketing materials to social media channels to your website - allowing it to become a more versatile and useful piece of content.

  • Stylistic Choices | A beautiful photograph can clearly define your brand identity and your stylist choices as a business through prop use, filters, edits and feed design

  • Cross-Profile Sizing | Editing the dimensions of a single image is a far easier and faster process than editing the scale of a lengthy video and is less likely to affect the quality of the final product.

  • Accessibility | A simple image with an alt tag can explain everything your users will need to know about your post in a few simple clicks. A video, however, with sound, coloured filters or a voiceover could be entirely less accessible for hearing or sight-impaired users.


But what do you think? Do you believe video marketing is a better strategy than photo marketing in 2022?


Let us know your thoughts, and let’s have a debate!



Get in touch with LVE THT today to find out more about social marketing services for your business.


 

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