In today's hyper-visual world, video reigns supreme. YouTube stands as a global behemoth. Platforms like Instagram and TikTok have prioritised short-form video formats. These captivate audiences with their dynamic and engaging nature. This shift towards video dominance might seem to relegate the written word. To give it a secondary role. However, the reality is quite the opposite. In this era of visual content, strong writing skills are essential.
The rise of video has not diminished the importance of writing. Rather, it has transformed its role and opened up exciting new avenues. It presents a wealth of opportunities for writers to expand their skillsets. It allows writers to explore new career paths and reach wider audiences than ever before.
The dominance of video
It has been stated many times over the years, but it bears repeating: video is now dominant. The most engaging format on Instagram has been reels since they emulated TikTok with the feature. YouTube is the second most popular platform in the world. With this in mind, it is easy to fall into a trap. This trap is thinking the only way to keep your audience engaged is to focus all of your content strategy on video. And there is nothing wrong with a pivot to prioritising video. However, it should be accessible with closed captions. Furthermore, you neglect your text content at your peril.
Video content has certainly had an impact on the digital landscape. This said, video and written content can and do have a symbiotic relationship. Written skills remain crucial. Not only in the realm of video but in presenting your content value in a range of formats. This caters to the viewer. What is an easily digestible format for one person is frustrating to another. Some simply want to find the relevant information quickly.
How video elevates the importance of writing
Producing quality video requires good writing skills. We have all watched a video or listened to a podcast where the discussion frustratingly meanders. It may have a very loose agenda and script. In contrast, the best podcasts and videos have a tight structure. This necessitates scripted elements.
Writing is just as much about dictating the structure of any piece of content as it is about the language itself. Your skills as a writer play into this – addressing all the subtopics of a story beat and not allowing the discussion to get too off-topic. Video and audio editing of course play into all this, but the best way to have quality verbal content is to have a good plan in place from the beginning. Many creators find that reading from a teleprompter works for them. In this case, the written script is crucial to production.
In addition, video is best when it is well-supported with written content. Articles can provide in-depth information and context for the video content. The articles can also drive traffic to the video and vice versa, enhancing SEO. Users may also prefer to read a transcript within an article than view the video. It could be personal taste or an accessibility need. Either way, providing both shows you respect your reader and their time.
Developing essential skills for the video age
As a writer, you likely have already gained experience leveraging insights to inform how you ideate and write your content. You can use those same skills to inform both your written and video content. Some topics are just better presented in video format, so you should follow the data. In addition, you can use your writing skills to repurpose your written content. You can do this by taking the key points of your article and making an informative video. Alternatively, you could make a teaser video about the insights revealed in your article to increase its reach.
The metrics provided by YouTube also increase the breadth of data you have on your target audience’s consumption habits, which provides valuable insight for your content strategy overall.
Being concise is key in content supporting video
In the age of shrinking attention spans, brevity is king. As research from Outbrain reveals, 69% of people use their smartphones as the primary device for consuming digital videos. This highlights the need for content that is concise, impactful, and easy to consume. Viewers are bombarded with information, demanding content that is concise, impactful, and easy to consume. This necessitates a shift towards a more direct and focused writing style.
- Crafting compelling hooks. The opening lines of a video script are crucial. They must grab the viewer's attention immediately and entice them to continue watching.
- Prioritising clarity. Jargon and overly complex language have no place in effective video scripts. Clear, concise, and easily understandable language is paramount to ensure the message resonates with the intended audience.
- The power of storytelling. Even in short-form videos, strong storytelling remains essential.
Whether it's a humorous anecdote, a compelling narrative, or an emotional appeal, a well-crafted story can captivate viewers and leave a lasting impact.
Related: Examples of wordy sentences and how to correct wordiness
A positive outlook for writers
The rise of video has not diminished the importance of writing. On the contrary, it has transformed its role and opened up new avenues for creative expression.
Writers are increasingly involved in the entire video production process. From concept development and scripting to content strategy and social media management. A plethora of career opportunities await skilled writers in the video industry. This includes: scriptwriting, video editing, content strategy, social media video creation, and voice-over artistry.
The video-centric world presents exciting opportunities for writers. Opportunities to innovate, experiment, and reach wider audiences. As The Social Shepherd reports, online videos have an audience reach of 92% worldwide, indicating the immense potential for reaching a global audience through video content.
