Should you use video, audio or text in order to serve information to your audience?

Hey everyone.

I've been thinking about VARK lately and how it affects target audiences and their preferences when it comes to choosing which format to go with when digesting information (whether video, audio, written etc)

Which made me think.

Should creators use video or written format to effectively reach out to their audiences?

Have you asked yourself how does your audience digest information?

When profiling our audiences, we tend to look at things like demographics, psychographics, behavior and geographic.

That will help us build the character. Put a face to it.

But, how does Karen digest information? What’s her preferred method of understanding reality?

Is she a visual, auditory, reading and writing, or kinesthetic type of person (VARK Model)?

A video presentation has a much bigger impact on visual people because if done right, it engages all senses and gives the audience the chance to fully immerse themselves into whatever narrative the presentation is conveying.

Just like great movies or reels do.

Some audiences are more immersed in words than visuals.

For them, the picture means 1000 words, whereas for some, a word paints a better picture than any picture out there.

A great article helps them create their own narrative within their heads.

It’s simple, you can build the most complex audience profiles but that won’t matter because if Karen likes her info served through TikTok, and you write an article instead, she ain’t gonna buy from you.

So, try to find out what type of a model your audience has before doing anything else.

The best part about these models called the VARK Models is that they’re not exclusive.

Karen was just born with a predominant visual model which will prevail every single time she tries to digest the info. But the rest of them are still there and their job is to aid the alfa model make better sense of the digested info.

Just like character traits. Some are predominant over others.

Sometimes there is a 4th type where all 3 modes are more or less equal to each other in usage. So which one prevails? Whichever the person chooses at any moment. These types of people are flexible when it comes to choosing a mode to digest info. It depends on the context they’re faced with.

What’s interesting about this 4th kind is that some digest immediately after choosing their mode, while some digest slower, trying to grasp the deeper meaning behind the information. The latter seems to be lazy or indecisive where in fact they’re just taking their time (Warren Buffet takes a whole year to decide on one thing, just sayin).

Let me know what you guys think.

I first came across this model when trying to figure out how I digest information.