Should you Choose Videos or Blogs? Start by Asking the Right Question
Are you asking yourself ‘Should I use blog or video for your next piece of content?’ If so, you are asking the wrong question. The sad truth is that a lot of video and blog/news content on websites and in social posts is a failure before it starts.
Are Blogs or Videos Best for Content?
Yes, they are.
Sorry, was that not a useful answer? That’s because the question is a bit silly. They are different vehicles for communicating information. That means they work differently when it comes to transferring information and the bottom line is that every time you post something, you are transferring information.
Treating video and blogs (and indeed pictures, and podcasts) as if they are in a drawer in your content toolbox containing multiple options is just plain wrong. To stick with the drawer analogy, saying 'you can just choose between a blog or a video', is like opening your kitchen drawer and saying you can choose if you need a knife or teaspoon to peel an apple.
Why? Well, as Jennifer Aniston told us about L’oriel Elvive shampoo (note[1])
‘Here comes the science bit.’
Transmission and reception of blogs and video
We receive written content and video content differently. Your brain reacts differently to them and processes them differently.
Video engages multiple cognitive channels simultaneously. Visual, auditory, and narrative combine to create a more immersive experience. According to dual-coding theory (Paivio, 1990) (Note[2]), the brain processes information more effectively when both visual and verbal elements are combined. In practical terms that means a video is good at passing emotionally focused information in small doses. See 30-second advertisements for an example of how effective it is.
Reading on the other hand is a much more complex cognitive process. It requires the brain to decode symbols (letters and words) into meaning. Before it can even start to work the reader needs to have a comprehensive grasp of the language. While this may seem like a barrier it really means that written content allows for self-paced, focused, and in-depth engagement. That means it is more effective for long term information retention.
In short, reading transfers more complex or detailed knowledge better than video and may well be more memorable and meaningful in the long term.
Are blogs or videos better from an SEO perspective?
Sorry, the honest but unhelpful answer to this question is ‘yes’ again, because the question is the wrong one to ask. It isn’t a contest between the two, it’s a horses-for-courses decision to be made.
Video is particularly beneficial for increasing engagement (how visitors interact with your content) and initial dwell time (how long they spend with you) and these are two of the factors that Google considers when ranking pages. In short, videos encourage users to spend more time on a webpage when they arrive and that tells a search engine that the content is valuable. However, blogs also do this so this doesn’t mean you can swap them out.
Video can also potentially improve click through rates (CTR) in search results. Google often features video snippets at the top of the page, attracting user attention but that isn’t guaranteed just because you posted a video.
When it comes to blogs, I guess practically speaking, they are a more accessible SEO push. It’s fair to say that they are part of your long-term SEO success because they are text-based, highly indexable, and keyword-rich. Unlike video, which requires transcripts to be fully indexed, blog content is pretty much immediately searchable by Google’s algorithms.
Blogs can also do something very important. Your well-written, human-produced, content can enhance EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). Essentially this is you showing you are an expert in your field. This is one of the main reasons not to use AI content. Well, that and it’s usually pretty awful.
The right blog content also continues to generate organic search traffic for years where video tends to need to be constantly ‘pushed’ to keep its relevance.
So, when do you use video or a blog?
Right, so at a practical level then, start with these 5 prompts giving you some of the key benefits of both methods of communication. They should push you one way or the other.
Best Uses for Video
Video has become an essential part of digital content marketing when it comes to driving quick engagement. Video content can increase conversion rates by up to 80% when placed on landing pages (Wistia, 2021). The best uses would be:
- How-To Guides & Tutorials
Video is highly effective for procedural learning. - Product Reviews & Demonstrations
A product demonstration video builds credibility and studies show it increases purchase intent. - Storytelling & Emotional Connection
Digital marketing research clearly supports the use of video storytelling in building brand loyalty. - Live Streams & Webinars
Real-time content is good for interactive engagement, but it can be hard to attract an audience. The content can be replayed later though. - Social Media Engagement
Short-form video has one of the highest engagement rates on social media. Research shows that visual content receives up to 1200% more shares than text and images combined.
Video has the advantage of making personal connections and can prompt a fast, emotional level, engagement response. People respond well to social proof in video as well as fast instructional content.
Best Uses for a Blog
Blogging is the most effective tool for delivering in-depth, authoritative, and highly searchable content.
From an EEAT perspective, well-researched, human blog content demonstrates expertise and trustworthiness. That means it will help businesses build authority in their niche. Google loves high-quality, structured, and regularly updated blog content, making it a must for your long-term SEO. Best use will be around:
- Long-Form Educational Content
Blog posts allow for comprehensive explanations and more in depth explorations of a topic. Research in cognitive psychology suggests that reading encourages deeper processing. - SEO & Searchability
Blogs outperform video in long-term search visibility because search engines usually fully indexed written content. Studies show that businesses with blogs will generate around 67% more leads per month than those without. - Step-by-Step Instructions & Evergreen Content
A well-structured blog post allows users to skim through headings, bullet points, and sections, making it easier to consume than a video tutorial. Usability research confirms that most users prefer written guides for complex tasks. - Technical or Data-Heavy Topics
Blogs excel in presenting research-driven, factual, and data-heavy content. They also allow exploration of a topic on several levels and have more gravitas and authority with the user than video which can be seen as more throw away. - Updating & Repurposing Content
Google values fresh, regularly updated content, meaning blog posts can be updated and topics revisited to maintain relevance and ranking.
From an SEO perspective, a well-written blog can rank in search engines for years, whereas video often has a shorter lifespan. Additionally, blogs reinforce authority, credibility, and EEAT—which are essential for SEO success.
Final Thoughts: The Role of Blogs and Video in SEO and Content Marketing
The choice between video and blogs is not an ‘either/or’ decision. It depends on your content goals.
- If you need visual demonstrations, emotional storytelling, or real-time interaction, video is the best format. It enhances brand engagement, social media performance, and audience connection.
- If you want searchable, evergreen, and authoritative content that ranks well in Google, blogs are the stronger choice. Written content remains the foundation of SEO and EEAT, making it a critical element of any long-term content strategy.
Regardless of format, you must also focus on creating human and helpful content. The high up technical Muck-a-mucks that decide what is ranked by their algorithms openly state that Google values content that solves problems, provides expertise, and is structured for user intent.
In short, answer a question, make lives better and do it in a way that users find easy to use. That is your priority. Now just choose the best way to transmit that information and there is no decision to be made between video or blog… just the right way to do it.
[1] Taken from a Loriel advertisement. The copywriting is excellent, although the writers are on record as acknowledging that the words coming from Jennifer Anniston probably had a marked impact on its success.
[2] While there are some challenges to this theory, it does seem to hold up practically in real world situations such as content and is seemingly very evident in educational contexts.
