Why Ann Handley Prefers Writing Over Video, Despite the Hype

In a recent LinkedIn post, Ann Handley humorously details her struggles with video creation, ultimately reinforcing her preference for written content. Despite the widely touted benefits of video marketing, Handley’s experience highlights the often-unseen challenges that can accompany the medium.

The post opens by acknowledging the prevailing wisdom in marketing circles that champions video. Handley quotes the common advice:

“You should shoot more video, they said. Video is great for engagement, they said. It’s foundational to the marketing mix, they said. Non-negotiable, really.”

However, Handley quickly pivots to her own less-than-smooth encounter with video production. She recounts the effort involved, stating:

“Reader, I filmed this video no less than 7 times. I checked and re-checked that I was in portrait mode. I uploaded it. YouTube rendered it… sideways. 🫠”

This anecdote serves as the punchline to her post, leading to her concluding thought:

“This is why I write.”

The Enduring Power of the Written Word

Ann Handley’s post, while lighthearted, touches on a deeper truth about content creation: the importance of choosing the right medium for your message and your own strengths. While video has undeniable advantages in capturing attention and conveying emotion, it is not without its technical hurdles and demands on the creator.

As Handley points out, the pressure to adopt video can sometimes overshadow the effectiveness of other content formats. Her personal experience underscores that even with the best intentions and adherence to best practices (like shooting in portrait mode), technical glitches can derail the process. This frustration, she implies, is a common experience for many who are not video-first creators.

Finding Your Content Sweet Spot

Handley’s candid admission resonates with many professionals who may feel pressured to jump on the latest content trend. Her preference for writing, a medium she has mastered, is a testament to focusing on what yields the best results for the individual and their audience.

According to Ann Handley, the struggle with video production doesn’t negate its value for others, but it does highlight that mastery in one area doesn’t automatically translate to another. The ease and fluency she experiences in writing, contrasted with the friction encountered in video, is a clear indicator of where her primary content strengths lie.

In Handley’s view, the key takeaway is not to abandon video entirely, but to acknowledge the learning curve and potential frustrations. For her, the clarity and control offered by writing provide a more reliable and ultimately more effective channel for communication. Her post serves as a reminder that authenticity and proficiency in a chosen medium often lead to more impactful content than forcing oneself into an uncomfortable format.