How and Why to Turn Newsletters Into Videos

What are text-based newsletters?

Text-based newsletters are exactly what they sound like—digital communications that rely primarily on written content to convey information.

These newsletters are typically sent via email and have become a staple in marketing strategies and internal communications for businesses and organizations of all sizes.

In marketing, text-based newsletters are used to keep customers informed about new products, special offers, and company updates. They're a direct line to your audience's inbox, helping to maintain relationships and drive engagement.

Advantages of text-based newsletters

Here are some of the advantages of text-based newsletters:

• Text is lightweight, making it easy to access on any device, even with slow internet connections.
• You don't need fancy equipment or technical skills to put together a text newsletter.
• Text allows for clear, thorough explanations when you need to share complex information or in-depth analysis.

Disadvantages of text-based newsletters

Here are some of the disadvantages of text-based newsletters

• In a world of flashy videos and interactive content, plain text can sometimes feel a bit... Well, plain.
• Without eye-catching visuals, it can be harder to keep readers' attention from start to finish.
• Written words alone can sometimes fall short in expressing the nuances of tone and emotion that video or audio can capture.

While text-based newsletters have been the norm for years and still have their place, it's clear that they have limitations, and the world needs a better solution. As audience preferences shift towards more dynamic content, it might be time to consider evolving your newsletter strategy to keep up with the times.

What are Video Newsletters

Video newsletters are like your favorite TV show but for your inbox. They're engaging pieces of content that combine visuals, audio, and sometimes text to deliver information in a format that's both entertaining and informative.

Imagine opening your email to find a short video from your favorite brand or your company's CEO, giving you the lowdown on the latest news, products, or updates — this is essentially what a video newsletter is.

For example, a cosmetics brand might send out a monthly video newsletter featuring makeup tutorials using their latest products, or a tech company could use video to give a demo of new features of their software.

Advantages of video newsletters

Here are some advantages of sending video newsletters rather than text-based newsletter:

• High engagement due to visual and auditory appeal: Videos capture attention in a way that text simply can't. They're more likely to be watched all the way through, increasing the chances that your message is fully received.
• Ability to convey emotions, personality, and authenticity: With video, you can see facial expressions, hear tone of voice, and pick up on body language. This helps build a stronger connection with your audience and makes your message more memorable.
• Effective for storytelling and showcasing dynamic content: Video is the perfect medium for telling compelling stories or demonstrating products in action. It allows you to show, not just tell, making your content more impactful.

Disadvantages of video newsletters

Here are some disadvantages of video newsletters that you should also be aware of:

• Requires more time and resources: Let's face it, producing a quality video costs more and takes more effort than typing out an email. You need to consider factors like scripting, filming, editing, and possibly hiring talent or a production team.
• Accessibility challenges for viewers with slow internet: Not everyone has lightning-fast internet or the ability to watch videos easily. This could mean some of your audience misses out on your content.
• Less skimmable compared to text: While videos are great for capturing attention, they're not ideal for conveying lots of detailed information. Viewers can't easily skim or refer back to specific points like they can with text.

Despite these challenges, the benefits of video newsletters often outweigh the drawbacks for many organizations.

The key to successful video newsletters is finding the right balance. They don't need to be Hollywood productions — authenticity often trumps polish. A simple, well-planned video can be more effective than a text newsletter in conveying your message.

And don’t worry; we have a solution that will help you create video newsletters as easily as you create text-based newsletters.

Comparing Video Newsletters and Text-Based Newsletters

Here’s what these two formats of newsletter excel at:

1. Engagement and retention

Video newsletters often outshine their text-based counterparts when it comes to engagement. The visual and auditory elements of video create a more immersive experience, capturing attention and holding it for longer periods.

Text-based newsletters, while less flashy, have their own strengths. They're easily skimmable, allowing readers to quickly find the information most relevant to them.

For conveying detailed, nuanced information or data-heavy content, text often proves more effective. Readers can also easily save or refer back to specific points, which can be trickier with video content.

2. Production and resources

Creating video newsletters requires a different skill set and more resources compared to text-based ones.

You'll need video production skills, equipment (even if it's just a smartphone), and time for editing. This higher barrier to entry can result in less frequent updates but potentially more impactful content.

Text-based newsletters, on the other hand, are relatively simple to produce. With just writing and basic design skills, you can create professional-looking newsletters quickly.

3. Accessibility and reach

Video newsletters face some challenges in terms of accessibility. They require a certain level of bandwidth to stream smoothly, which can be an issue for recipients with slower internet connections. They also need to be optimized for various devices to ensure a good viewing experience across desktops, tablets, and smartphones.

Text-based newsletters shine in accessibility. They're lightweight, load quickly even on slow connections, and are easily readable on virtually any device. This broad accessibility ensures that your message can reach a wide audience without technical barriers.

4. Brand persona and communication style

Video newsletters offer a unique opportunity to showcase your brand's personality. They allow you to put a face to your brand, demonstrating expertise and authenticity in a way that text alone can't match.

Text-based newsletters, while less personal, excel at clear, concise communication. They allow brands to focus on the message without the potential distractions that can come with video.

Why do we recommend video newsletters?

If it still doesn’t appear to be the obvious choice, here are some more reasons to use a video newsletter instead of a text-based newsletter:

1. Increased engagement

Video content attracts audiences in ways that text simply can't match. According to HubSpot, 54% of consumers want to see more video content from brands they support.

This preference translates directly to engagement rates. Wistia reports that people spend, on average, 2.6x more time on pages with video than without. By incorporating video into your newsletters, you're tapping into this inherent user preference.

2. Higher click-through rates

When faced with the choice between video and text content, users overwhelmingly gravitate towards video.

It promises a more passive, engaging experience compared to the active effort required to read and interpret text.

This preference is reflected in measurable outcomes — Campaign Monitor found that including video content in email marketing can increase click-through rates by up to 300%. This staggering increase shows the effectiveness of video to entice your audience to take action.

3. Improved message retention

Video newsletters excel at conveying information in a way that sticks. According to Insivia, viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text.

This dramatic difference in retention rates means your message is more likely to be consumed and remembered.

4. Increased conversion rates

The power of video extends beyond engagement and retention — it directly impacts your bottom line. Video leads to 34% higher conversion rates compared to other content types.

This increase can be attributed to several factors: video's ability to demonstrate products or services in action, its capacity to build trust through face-to-face communication, and its effectiveness in simplifying complex information. You can guide your customers to conversion with video newsletters.

5. Distinctiveness from competitors

Despite video's clear benefits, many brands still rely on traditional text-based newsletters. This is a significant opportunity for those willing to include video.

By sending video newsletters, you're not just keeping up with trends — you're positioning yourself as a leader in your industry. This distinctiveness can set you apart in crowded inboxes and help you stay top-of-mind with your audience.

68% of businesses plan to add a video to their content strategy in the coming year - by acting now, you can be ahead of them.

4 Use cases of video newsletters

It's no secret that videos dominate online content. Websites featuring videos receive 41% more traffic than those without.

Like it or not, videos are the future, and that future is now. Here's how you can use video newsletters:

1. Replace written testimonials with video testimonials

Swap out those text-based customer reviews for video testimonials. Seeing real people share their experiences adds authenticity and emotional impact.

It's one thing to read about someone's satisfaction, but it's another to see their genuine enthusiasm.

Video testimonials can boost credibility and help potential customers connect with your brand on a deeper level.

2. Send personalized videos across funnel stages

Create your video content for different stages of the customer journey.

For top-of-funnel prospects, create awareness videos introducing your brand. Mid-funnel? Share more detailed product demos. For bottom-funnel leads, create personalized videos addressing specific pain points.

This targeted approach can significantly increase engagement and conversion rates throughout the sales process.

3. Share exciting company/product updates

Bring your company news to life with video updates. Whether it's launching a new product, celebrating a milestone, or introducing team members, video adds excitement and personality.

It's a great way to humanize your brand and make your audience feel like they're part of your journey, fostering stronger connections and loyalty.

4. Informative how-to videos

Transform your how-to guides into engaging video tutorials. Show, don't just tell, how to use your products or services.

These videos can simplify complex processes, showcase your expertise, and provide real value to your audience.

Plus, they're great for SEO and can drive traffic to your site long after they're first shared.