By Valentine Brkich, MARQUEE Editor
TikTok. YouTube. Snapchat. Instagram Reels and Stories. For someone like me, who writes for a living and has no other marketable skill (unless you consider being able to whistle and hum at the same time a marketable skill), the dominance of video content can be disconcerting, to say the least.
Nowadays, when it comes to marketing, it seems like videos are everything, while writing is going the way of the dodo.
Not so fast. While video may be having its moment in 2025, good, authentic writing still matters. Yes, visuals grab your attention. But writing fosters connection. It brings clarity and builds trust. And when it comes to your marketing, what’s more important, briefly grabbing someone’s attention, or building a long-lasting, trust-based relationship?
The one thing I hear over and over again when it comes to my writing is that it makes people feel that I am talking directly to them. It’s authentic and conversational. I don’t know about you, but I rarely feel that way when I watch a video on TikTok. (Actually, I have to confess, I’ve never been on TikTok. Yes, I’m old.) But when I read something that’s well-written – something where it’s obvious the person took the time to choose the right words and organize them in a thoughtful way – I feel like I understand and trust the person. I feel like we’re building a connection.
Don’t get me wrong, videos can be powerful (Just Google “Baby Shark Dance.” Then again, maybe don’t.) But even the best videos need context (i.e., headlines, product descriptions, calls to action, etc.) Videos grab attention; good writing clarifies your message. Clear, compelling copy helps your target audience understand what they’re seeing and, more importantly, what they should do next.
Good writing is important for your brand, too. Your marketing copy is key in defining your voice and how you want potential customers to feel about you (i.e., bold, playful, relatable, professional, quirky, etc.)
I remember one time years ago, my wife and I were invited to a wedding, and we were seated at the “Random Table”. You know what I’m talking about – the table where they put the people who only know the bride and groom tangentially. It’s always an uncomfortable situation.
For the first thirty minutes or so, the conversation was minimal. But after a while (and a few gin and tonics), I began to share some funny stories about my harrowing eight years of Catholic education with these random strangers, and I actually had them laughing. Before I knew it, they asked if they could buy my book, which, just by chance, I happened to have a few copies of in the trunk of my car. (Tacky? Maybe. But I’m a shameless marketer.)
The moral of the story: people don’t just buy products; they buy stories, values, and vibes. And that’s what good writing is all about. It taps into human emotion and leads people to action (i.e., buying my book smack dab in the middle of a wedding reception).
So, if you just want to get likes or have your post go viral, make a memorable video. BUT, if you want to get people to buy, subscribe, follow, share, etc., hire a talented, experienced writer.
Remember: visuals may stop the scroll, but writing makes the sale!