Video Is The New Text

If you are a big sports fan then you are likely familiar with ESPN and Fox Sports, two of the largest and most dominant sports broadcasting networks in the world. You have probably visited both their websites to check out the latest scores or to play fantasy football. You probably noticed they are pretty similar, considering they report on the same source content. So how does one network try and gain a competitive advantage over the other, especially in the hotly contested online arena? Move away from the norm.

In June 2017, Fox Sports overhauled their web content by scrapping all written content and replacing it with video content (Shaw, 2017). Their website has no written articles. They let go of 20 journalists and replaced them with video production personnel. Fox Sports’ overhaul is a move away from traditional sports reporting content which is mostly written articles. Fox is attempting to separate itself from other sports websites, namely ESPN, by shifting from traditional sports reporting to opinion-based video content that complements their television content, increases web advertising opportunities, and exposes viewers to Fox Sports on-air personalities (Shaw, 2017).

         

But is it a smart move? The shift was recent, so only time will tell, however, research has shown that consumers are far more likely to be drawn in to video content than text. Benefits of video content include:

  • Increasing consumer understanding of a product or service by 74% (Gardner, 2016)
  • Consumers are 64% more likely to buy a product if they view a video (Gardner, 2016)
  • Video promotion is 600% more effective than print and mail (Gardner, 2016)
  • Consumers retain 95% of a message when they watch it in a video compared to 10% in text (Young, 2016)
  • Video increases the chances of a website landing on page 1 of Google by 53% (Young, 2016)
  • Adding video to a website makes it six times more likely to convert a “browser” into a paying customer (Young, 2016)
  • 60% of consumers would rather watch a video on a website (Young, 2016)

Overall, adding video content to a website has far more benefits than only text and many websites are taking notice. 79% of global internet traffic is predicted to be video by 2020. Video support both consumer perception and marketing strategies when considering that 90% of information transmitted to the brain is visual and a single minute of video is worth 1,000 words (Young, 2016).

It’s too early to tell if Fox Sports’ move will pay off but the benefits of incorporating video format into web content is something that should be considered when developing online strategy. Use text as a complement to video. Create websites with video content in mind and consider how the consumer will absorb the content. It can only help increase productivity.

References:

Gardner, M. (2017, January 18). Video vs Text – Which is Most Effective? Retrieved August 06, 2017, from http://www.gandbagency.com/video-conversion/

Jarboe, G. (2017, March 09). Video Will Account for 79% of Global Internet Traffic by 2020. Retrieved August 06, 2017, from http://tubularinsights.com/video-79-percent-internet-traffic-2020/

Shaw, L. (2017, June 26). Fox Sports cuts web writing staff to invest more in online video. Retrieved August 06, 2017, from http://www.chicagotribune.com/sports/breaking/ct-fox-sports-layoffs-more-online-video-20170626-story.html

Young, M. (2016, June 06). Looking at the Facts-Why Video Content Has the Highest Retention Rate. Retrieved August 06, 2017, from http://www.popvideo.com/blog/looking-at-the-facts-why-video-content-has-the-highest-retention-rate

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7 Responses to Video Is The New Text

  1. Regi says:

    Hi Raymond,
    The title is interesting and I had a different thought at first, that the article would be about video being the way to communicate when texting, but it makes sense in the context presented. I can see video taking over print, but I really wish it wouldn’t. As indicated, the profession of journalism, as well as the message/story would be lost to provoking visual entertainment and losing substance/information needed to convey the accurate message or provide alternative perspectives. We are in times where everything is immediate, so I understand the need in order to be competitive. I wonder if skills like reading, reasoning, comprehension and deduction will be lost as well.

  2. Violet Ward says:

    Hi Raymond,
    I have sold digital advertising for many years. In my industry, we have seen online conversion rates increase with the application of online video. Therefore, I am not surprised with the Fox Sports decision to scrap article content. The nice aspects of a video is that time on video and click through rates can be easily measured. Fox Sports should be able to tell in time if video has proven its value and offered a good ROI.

  3. Diane says:

    As attention spans shorten, video is the preferred media consumption. I belong to a business book summary services that offers short, illustrated, videos about the books. Rather than read the summaries, I will watch the video. It’s the same amount of time. But I feel my retention is increased by watching a film or interacting versus reading. Thank goodness I’m improving my video editing skills!

  4. Krystina Francis says:

    Raymond,

    To your point on the prevalence of video content, as more mobile devices allow for videos to be watched inside the message without changing windows/applications, it makes it that much easier to become enveloped in video content.

  5. Erika Najera says:

    Raymond,
    This was an interesting read/insight and I realized I have seen more video content on websites (now that you have pointed it out). While I agree with the benefits of video content, I feel for those journalists that could be losing their positions. Journalism seems to continue being a declining field and I do wonder what the future of journalism, newspapers, and print media will be.
    Thanks for sharing!

  6. Atif says:

    Great article Ray and as an avid sports fan I have enjoyed the shift to the video content on both Fox and ESPN. Granted I stay away from all Dodger highlights as a Giants fan but everything is fair game! Fox Sport seems to always trying to play catch up to ESPN but I do believe this move will eventually pay off. Even watching video on my smartphone or tablet is better than text. I subscribe to the digital edition of Sports Illustrated and enjoy when they incorporate video in the story as well. Great post.

  7. Melissa Park says:

    I loved this blog post! I didn’t realize that Fox Sports was making this transition. One of my old bosses, from my internship at Maker Studio actually made a move to Fox Sports to work in their videography/editing department. Guess I saw the change happening in the early stages!

    I wonder if editorial and writing will ever go out of style. Are videos the next big thing? I’m a bit hesitant to say so, because I have an avid believer in written articles. Yes, articles have gotten shorter, more concise, easier to digest, etc. But videos have their downfall as well. They can lack credible sources, not enough footage, more expensive, etc. Who is to say if this move is good on Fox’s part. Especially, if they’re focusing on sports (which is such a big industry on visuals) – it may be a great move. However, I think they should not take out written work completely.

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