If you're a content creator or a marketer, you've probably asked yourself this question at some point: Should I focus on newsletters or video content? Both have their strengths, but which one truly delivers the best results?
While the answer depends on your audience, goals, and even your personal style, I want us to look at the potential benefits for each type of content in the short term and long term.
In this review, we'll break down Newsletter vs Video Content, compare their effectiveness, and help you decide which is the right fit for you.
Newsletters
1. Direct Connection with Your Audience
Newsletters land straight in your subscribers' inboxes, offering a personalized and direct connection. Unlike social media or video platforms, where algorithms decide who sees your content, emails ensure your message reaches the people who opted in.
2. Cost-Effective & Scalable
Running a newsletter requires minimal investment compared to video production. You need a solid email marketing tool (like Substack or ConvertKit) and engaging content, but you don't have to worry about expensive video equipment, editing software, or production costs.
3. Builds Authority & Trust
A well-crafted newsletter establishes you as an expert in your niche. If people consistently open your emails, read your insights, and take action, you’re building a community that trusts you.
4. Higher Engagement (if done right)
While newsletters have open rates between 20-30% on average, those who do engage tend to be highly interested and loyal. Unlike social media, where people scroll mindlessly, email subscribers are often more intentional about reading content they care about.
5. Best for Thought Leadership & Long-Form Content
If your content involves deep insights, strategies, or storytelling, newsletters are always better. They allow for long-form writing without the distractions of a fast-paced social media feed.
The Downsides of Newsletters
A major downside of newsletters is that they require consistency. If you don't send emails regularly, subscribers will forget about you, leading to lower engagement over time. Additionally, deliverability issues can be a challenge, as some emails end up in spam folders or go unopened.
Unlike video content, newsletters don’t have an inherent “algorithm boost” that pushes content to new audiences. However, thanks to platforms like Substack and Medium, newsletters can now go viral just like videos.
Video Content
1. Highly Engaging & Visually Appealing
Video content is dynamic, entertaining, and easy to consume. Whether it's short-form (TikTok, Reels) or long-form (YouTube, webinars), videos grab attention in ways text often can't.
2. Massive Reach & Virality Potential
Videos can go viral overnight. Platforms like YouTube, Instagram, and TikTok push engaging videos to wider audiences, helping creators reach new followers organically without spending a dime.
3. Better Brand Personality
Video allows you to show your face, tone, and personality, making it easier to connect emotionally with your audience. This builds a stronger bond compared to just text-based communication.
4. Great for Tutorials, Reviews & Demonstrations
If your content involves product demonstrations, tutorials, or reviews, video is king. People prefer to watch how things work rather than reading instructions.
5. Better for SEO & Discoverability
YouTube is the second-largest search engine after Google. Well-optimized videos can rank in search results for years, driving traffic long after they're posted. This long-term discoverability makes video a powerful tool for sustained growth.
The Downsides of Video Content
One significant downside of video content is that it is time-consuming and expensive to produce. High-quality videos require proper lighting, cameras, editing software, and sometimes even a production team.
Additionally, success with video content is highly dependent on social media or YouTube’s algorithms. If your content doesn’t get enough engagement early on, it may not reach a broad audience.
Short attention spans also pose a challenge, as viewers can easily click away if the video doesn't capture them quickly.
When & How to Use Both Newsletters and Video Content
A balanced content strategy should ideally leverage both newsletters and video content to maximize reach and engagement. Knowing when and how to use each format is important.
1. Use newsletters to nurture relationships
Newsletters are best used for nurturing existing audiences. They allow for deeper engagement, personalized communication, and the delivery of valuable insights. If you have a loyal following that enjoys detailed content, newsletters can be an excellent way to build and nurture lasting relationships with your audience.
2. Use video for reach & discovery
Video content is ideal for attracting new audiences. Short-form clips on TikTok and Instagram Reels can introduce your content to a broader audience, while long-form content on YouTube can establish your authority. If your goal is to expand your reach, video is worth investing in.
3. Cross-promote between newsletters and video
Embedding your videos in your newsletters is an excellent way to increase views and engagement. At the same time, promoting your newsletter in your video descriptions encourages video viewers to join your mailing list for more exclusive content.
4. Repurpose content for maximum efficiency
A smart content strategy involves repurposing content across different formats. You can turn a newsletter into a video script or summarize a video in your newsletter. This approach helps you maintain consistency while catering to different audience preferences.
TL;DR
So, Newsletter vs Video Content—who wins? The answer is: it depends on your audience, goals, and content style.
If you want loyal, engaged readers and cost-effective content, go for newsletters.
If you want wider reach and dynamic engagement, invest in video content.
If you want the best of both worlds, use both strategically to grow and nurture your audience.
Whichever you choose, consistency is key. The best platform is the one you can commit to over the long term.
