I had to admit, when I got this article from my friend Jay Jennings I was curious. After all, I’ve spent the past few months beefing up my video skills and posting videos on YouTube. What did he mean “audio is better?” Read on – then I’ll share my perspective at the end of the article.
Everybody and their brother is putting video on their sites — one reason is that it’s proven to increase sales.
Okay, so there’s obviously a place for video online, but don’t for a MINUTE think you need to shoot video in order to increase your sales, because audio has also been proven to increase sales.
But isn’t audio tired and old-school?
Nope! Besides the obvious reason that not everybody online has the bandwidth available to make watching streaming video a decent proposition, here are the top 5 reasons why audio is better than video:
1. Nobody cares if you’re having a “bad hair day.” With audio nobody can see that you just woke up and have chicken hair. As far as they’re concerned, you look marvelous and are sitting in a palatial recording studio.
2. You don’t need 5,000 watts of lights. One of the easiest ways to do bad video is to shoot using room light. To get a crisp look you need extra lights that cook you and make you squint.
3. Great Aunt Mildred doesn’t have to die before you get audio online. With video you’re going to need to buy those lights we talked about, plus you’re going to need some kind of backdrop to shoot in front of, plus the webcam built into your laptop ain’t gonna cut it so you need to fork over a few more bucks for a camcorder. Don’t get me wrong, you can do video on the cheap, but doing quality audio is MUCH cheaper.
4. Your studio can be a closet. With audio you need enough room for a microphone, and that’s going to be sitting right next to your face. Shooting video requires you to have room between yourself and the camera, room for the lights, and a space that isn’t going to look cramped and ugly in the background.
5. One entire piece of the pie is removed from consideration. When you shoot video you have the video to worry about, and the audio as well. But with audio, well, you’re down to just one thing to worry about. And the easier something is to do, the more likely you are to actually do it. It doesn’t matter how beneficial something is for your business if you never implement it.
If you want to play around with video on your site, go for it. I’m a big believer in testing different things to find out what works best for your product and market.
But don’t fall into the trap of jumping on the latest bandwagon “just because.” Audio has a proven track record and as you’ve seen in this article, it’s just faster, easier, and cheaper to get it on your web site than video.
And getting something on your web site TODAY that can increase your sales is far better than waiting until you get everything just right so you can create a quality video. Give audio on your web site a shot and see what it can do for you and your business.
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Those are some pretty strong points, Jay. And I have to agree with you – audio IS easier! Especially when it comes to the hair (and makeup!) issue. And it IS less expensive. And it IS simpler to start. So I have to agree with you. But gosh- video is so much fun! So what do YOU think? Share your comments below…
Hi Although clearly audio is easier, video has more impact (or can) simply because it engages another of our major senses. More information is retained by using graphic and audio presentation. Slide shows and data projectors, make the point. And of course TV killed the radio star, really no contest.
But of course amateur video may be a huge turn off if not done right.
The question is not really is video better, but how may audio stars can’t make the transition (think of silent-vs-talking movies.
Eric
One final clincher, for people with a hearing difficulty, like me, video beets the pants of audio.
Thanks for you insight, Eric. I agree – you have to determine the purpose and then the best tool. I have a background as an Instructional Designer and that is definitely one of the things we spend a lot of time on – choosing the right tool for the task.
You also brought up a great point about hearing versus viewing. We have to remember, too, that search engines are hearing and visually impaired. They can only “see” words. So in an online situation it’s important to remember to add the words that will describe the content for the search engines – and for those visitors who prefer one mode over another.
Hope to see your comments on future posts!
Jeanette
I agree completely. Audio is the way to go for me (and i’m taking all these video classes too..smile)
but it ties you to the computer – i have the exact same thoughts about most webinars and I only know one person who exports their webinars into audio format.
i vote for audio – i think video is helpful but you should always offer the audio alternative UNLESS it’s a topic that is visually dependent – you’re actually showing something as in live action – hard to talk about surgery with just audio for instance.
Terrie
Terrie – I think you and I share the preference for audio – it’s more comfortable for sure! And I agree – video has its place. Interesting idea that video ties you to the computer. I guess because I sit in front of my computer all day! 🙂 But if you drive a lot it’s really nice to be able to listen as you go.
Thanks for your great ideas, as always!
Jeanette
Video still gets my vote because you can convey
so much more information with your body language.
However, I certainly understand my friend Jay’s
message.
Willie
Well, there IS the body language argument, Willie. It’s true – plus people seem to really want to SEE you. It’s like they know you better when they see you, rather than just hearing a voice.
I think it remains a trade-off – easier to do audio but many people are really attracted to video. You never saw television news showing the “top ten audios” as they do the “top ten youtube videos” – so definitely seems to fit our culture more.
Jeanette
I’m glad you brought this up Jeanette! (And as a side note, I’m reading your blog while editing a teleseminar I recorded for my members over at WhatDoISell today.) 🙂
I think as with any marketing technique, there is no absolute right or wrong way for EVERYONE to do something.
I think video is great for all the reasons mentioned here. I also think that MP3 audio files can be very valuable for people who want to partake in mobile learning (e.g. walking with their iPod while listening to a class) or for people who don’t want to be tied to their computer (and don’t have an iPhone) to further their business education.
I find that depending on the topic, an audio teleseminar that includes a workbook with screen shots can be a more effective way to teach a topic. Which is what I did today.
Next week, I’ll be going out to the web live to do some keyword software tool demonstrations via webinar. Something which will be much more effectively taught via video.
As marketers, I believe we need to continually add to our marketing skills toolbox. Learning new skills, using them in the appropriate instances, even mixing things up to keep our content relevant and fresh.
I adhere to the thought that there is always more than one good way to do something! And not every approach will be right for every person in all situations.
And aren’t we lucky in Internet Marketing in 2009 that we have such an amazing repertoire of tools and technologies to pull from!
Interesting, Lisa. I rarely drive any more so I don’t listen to the audios in my car the way I once used to. So I tend to forget that others are out putting miles on the car. (Amazing how we get into our comfort zone!)
Because my topic is visual, I tend toward doing webinars and therefore videos. But I agree, depending on your topic, it may be more effective to use an audio with workbook. I know you do a lot of those for WhatDoISell.com
I also think it depends so much on your audience! Newer Internet users have a really hard time dealing with webinars, but dialing the phone is so simple. Hmmm, sounds like a good article to post – when to choose teleseminars or webinars. Thanks for the idea!
Jeanette
I know I’m a few days late to the party… =:)
Someone emailed me and said I sounded “defensive” in my writing and that may have been true — I’d just seen someone scoffing at audio as old-hat and had to respond. =;)
There’s nothing *wrong* with video — I do a lot of video myself, I just know that I can crank out an audio MUCH faster than a video.
Here’s a tip I use all the time — create your audio and use it however you need, and then later add some slides to it and turn it into a video. And of course, with a slide show video you still don’t have to worry about hair and makeup! You don’t get the body language input that Willie was talking about, but you do get some of the video advantages anyway.
Jay Jennings
Great to see you over here, Jay! Thanks for stopping by – it’s fun to have the author contribute to the discussion as well.
I didn’t think you sounded defensive (and I know exactly what you mean about sometimes just needing to write about it!). I thought you had some really good points – which, of course, if why we’re all here talking about it.
Keep sending out the great information you do – and cranking out great products. We appreciate you!
Jeanette
I love both audio and video but video is more work but here’s something to think about – What about the deaf and hearing impaired. I know I didn’t think about that either… until one of my deaf subscribers called me through an interpreter to ask me some questions. That was over a year ago, but just recently another one of my deaf subscribers called me, again through an interpreter and I really had to think about which of my courses would be best for someone that can’t listen to audio since most of them have either audio or webinar replays that have an audio component.
Lately, I’m a real fan of video articles. You can see the words and read them as you listen. That works for people that can’t hear, and for those like you Jeanette who like to read.
Recently I’ve also been experimenting with combining video articles with power point presentations. So I would actually be reading the article but showing a presentation that illustrates what I’m saying in the article.
Joanne
Good point about hearing impaired. One of the things you might want to try is having your audios and videos transcribed.
You’ll notice when I publish a video article, such as https://jeanettecates.com/what-is-a-joint-venture I generally also provide the full article. That not only makes it easier for those who want to read, but it also provides content for the search engines.
Increasingly, I’m providing transcripts for my longer webinars and products, knowing that different people learn in different ways. So it’s not just audio or video – but which combination works for YOUR audience. Sounds like you’re on the right track to finding that out for your business as well.
Although videos add the visual component, if your computer connection doesn’t allow you to easily watch them audios are preferable. I have the highest speed available in my area but most days I have numerous problems being able to watch videos all the way through. I do try to load them all the way through first, but even that doesn’t always work. Many other people tell me they have the same problem. A higher percentage of younger people prefer videos than do older adults.
Also, most people are aware that people have different learning styles. Some are more visual, some more kinesthetic, some more hearingoriented, etc. I actually prefer to read more than watch or listen if given the choice. While I do listen to many teleseminar recordings, given the choice I will read the transcript instead more of the time.
Guess what I am saying is that it’s nice to have a variety of options and try different things. Don’t just do something to follow a trend. Do videos if you are comfortable with it and get a great response. Do audios is you are shorter on time, don’t have the money to buy the necessary equipment to do quality videos, are uncomfortable in front of a camera, or just like them better and still get good feedback.
I have deaf relatives, so they prefer either sign language videos or the written word. Obviously, blind people would prefer audio online.
I understand some of them have a gadget that actually reads to them that can hook up to their computer but I am not certain. Just a few things to think about…
You’re right, Beth. Seems like there are some definite preferences by age. So it’s not just a matter of learning style but also what you grew up enjoying. Like you, I still prefer reading. It lets me scan, write notes, skip forward and backward. But I miss the illustrations. VERY few people do an “enhanced” transcript that includes screen shots, so in the technology field, I generally end up having to watch videos.
While videos are great for illustrating a process, when you actually want to step through the process yourself, I always prefer a printed document. I like to have it next to me, so I can see what I’m doing – rather than having to scroll back and forth in the video. (Sigh) but that’s the ideal environment. 🙂
I totally sympathize with the slow connection. When I travel I use a USB modem that is slower than my fast connection here in the home office. It does get tedious. So I understand what you’re saying!
Jeanette
All good points!
But I am a huge fan of audio from a producer’s standpoint AND from a consumer’s standpoint. It’s easy to consume – I can download some mp3 audio files and go for a run, do some house work, or listen on my ipod while I’m grocery shopping. That makes use of my “non-work” hours. I need to preserve my working hours for focused work.
Video demands that I watch and not multitask.
Both audio and video are great tools!
Aloha, Eleanore
@IMLuv @EFTRadio
You bring up a really good point, Eleanore. That video demands your full attention – you can’t multitask. So perhaps in a setting where we’re trying to learn something, we would be better served with video – which demands our attention.
As an Instructional Designer I try to choose the appropriate medium for delivering the content. But it might be better to look at how it is going to be consumed. If indeed I want full attention then it might be better to provide it in video, even if the content doesn’t demand it.
Thanks for dropping by to share this – looking forward to our interview on Tuesday. Tune in everyone at http://www.blogtalkradio.com/internetmarketingluv