Bloggers, Vloggers, Influencers & Podcasters - Is Content Delivery On Varied Platforms Overlapping?

Richa Singh. Nov 01, 2022

I have always been a text person. I feel until I have read something, and made some notes on it, I haven’t completely understood a topic. This was back in 2010 when I was actively blogging and reading blogs from all over the world. But I cannot deny that videos, podcasts and Instagram reels have made their way into my vocabulary and also content consumption since then.

As a blogger and running a community for, by and of bloggers, I will always advocate the usefulness of blogs. And obviously, I’m backed by statistics on this. There are 4.4 million blog posts published every day across platforms, and about 409 million people read blogs each month. In fact, an average consumer reads a minimum of three- five blogs before making a purchase choice.

In 2022, one type of content form is not enough to satiate the needs of your consumer. There is a reason after all that 2,500 new videos are uploaded on YouTube every minute and after Google, YouTube is the most visited website. Now imagine as a brand, missing out on all that traffic and search results just because you don’t have a multiple-platform strategy.

The digital consumer today is of two kinds. One who is looking for an immersive experience. Like me. Politics is a favourite topic of mine and I consume content in the form of podcasts, blog posts, videos and tweets. It is not enough for me to watch a couple of videos and be done with it. No, I want my information from different sources and I like that.

The second kind of digital consumer is one who has a preference. Like a colleague of mine who gets lost in the emojis that sometimes pop up on YouTube videos. It distracts them from the content so they prefer reading blog posts or books for a more in-depth understanding.

As a brand and a content creator, your content should cater to both of these kinds of consumers. There are so many bloggers in our community who write a blog post, then create highlights of that blog post in the form of a reel and even get an expert to talk on the topic in the form of a video interaction or a podcast.

But cross-promotion of content is important, especially when you’re trying to break the clutter of the digital space. Ask any entrepreneur worth their salt and they’ll tell you that you have to be where the consumer is. That’s how we decided to add video as an element to all our brand campaigns. The video + text route we soon discovered worked in tandem: for the consumer who sees the video first, they’re intrigued to look up the blog post and for the consumer who lands on the blog post first, a video gives them another dimension to explore the same content.

You have to capture the fancy of your audience and for that, you have to cast a wide net. This can happen by balancing the quantity of content you produce with the quality. It is not enough to post a video or a blog post every day. You also have to distribute it, smartly, and without burning yourself out. Doing a check of all the forms of content delivery available and then choosing your channels is a great way to find and keep your audience’s attention.