What is Online Textography in Digital Marketing?

With the explosion of online content, people have started to look for ways to engage with strangers and connect with them on a personal level. As a result, the concept of online textography – or online writing as a form of social media – was born

What is textography?

Simply put, textography is the use of textual content, whether authored or curated, in electronic communication.

In the early days of the internet, people used bits and pieces of text to describe their personalities, interests, opinions, or whatever else they felt like sharing. Those texts were sometimes short, sometimes long-form, and often used humor, quirky anecdotes, or literary techniques to engage with their audience. Over time, people realized that when done right, text can serve as a very powerful tool for marketing, branding, and even social interaction.

Why should business owners care about textography?

Anyone who uses social media knows that content is at the forefront. People are constantly being bombarded with content from all sides, with the occasional clickbait title or flashy GIF thrown in for good measure.

However, despite the abundance of content, people are still wanting real connections with those around them. While social platforms like Facebook, Twitter, and Instagram bring people together, often times those interactions are superficial at best. People want to dive deeper and engage with those they disagree with or just want to talk to. This is where text comes in. It can be used to add a human touch to a brand or business, creating memorable content that may even inspire some brief online conversations or collaborations.

In a world where the majority of people only ever see and engage with content crafted to elicit a certain response – be that positive or negative – businesses need to find ways to stand out among their competition.

The rise of TikTok and its competition

On the surface, TikTok and its competitors like Facebook, Instagram, and Reddit seem to do the same thing. They are all social media platforms where users can post and engage with content that is mostly short-form. In the case of TikTok, this content is often presented in a “story” format where users can engage with others via either likes, comments, or both.

However, as you may have guessed, the structure of these apps and the format of their content is very different. While all of these platforms allow for quick and easy posting of an engaging story, the method of delivery is what determines how successful a business may be on these platforms.

TikTok is more than twice the size of its nearest competitor, Social Media Examiner (SME). According to Statista, as of February 2021, TikTok has a global audience of 671.9 million monthly active users. This makes it the largest social media platform globally, even larger than Facebook.

SME is the second-largest social media platform globally, with a reported audience of 164.8 million users. It is also the largest in North America, with 158.7 million monthly active users. In comparison, Pinterest has an audience of 131.9 million monthly active users globally and WhatsApp has 125.4 million monthly active users.

What is the key to TikTok’s success? The platform has made a number of smart acquisitions – many of which had to do with the fact that it is mostly used by millennials – that have helped it become what it is today. Acquiring TikTok on the cheap (for a fraction of its reported valuation) was a no-brainer. The company realized that it could take advantage of this lucrative demographic and drive massive growth.

Is text the future of marketing?

In a word, yes. Although the method of engagement has changed, the desire for meaningful connections with others has not. This is why people are turning to short-form content creators on platforms like TikTok and why businesses should care about creating engaging content.

Short-form content creation does not have to be relegated to social platforms. In fact, many traditional media companies are now harnessing the power of shorter forms to gain more views, engage with their audience, and grow their businesses.

Whether they are used on a blog post, a website, or in a tweet, short-form content can help to provide a good return on investment for businesses that want to stand out among their competition.

Some advantages of online textography

Here are a few advantages of using text in marketing and branding.

  • It is memorable
  • It is unique
  • It is portable
  • It is global
  • It is always available
  • It can be searched for and found

Create a vivid picture in people’s minds

If you can write an engaging, informative article or blog post, you can bet that someone is going to read it. And when they do, they will probably remember it. The more information that can be crammed into the piece, the more memorable it will be.

While it would be great to write the perfect blog post just to have it go unnoticed, that is probably not going to happen. After all, perfect is the enemy of good. If you want your blog post to go viral, you are going to have to go above and beyond to ensure that your readers remember your words of wisdom. You can try out some of the top blog writing tools to help you craft the perfect post.

Boost your SEO efforts

If you are lucky enough to have a decent amount of traffic, your blog post may already be generating some leads for your business. Depending on the type of content that you create and the industry that you are in, you may see an increase in website traffic and, eventually, sales. Having a ready-made piece of content is a great way to speed up this process. And, remember, you can always tweak your blog posts to make them more SEO-friendly.

Build credibility

While SEO is important, so is appearing credible. When someone visits your site, they should be able to trust what they are reading. Short-form content can help to establish your business or brand as an expert in your industry. For example, if you are an accountant and you have a short-form content piece about payroll processing, you are likely to appear more knowledgeable to your audience. Sincere, expertly crafted short-form content can do a lot to build your credibility as a thought leader in your industry.

Make your content more authentic

In today’s world, people are more likely to believe what they read on social media. This is especially true when it comes to content created by an influencer. Since social media users are already inclined to trust the opinions of those they follow, brands can leverage this by creating authentic content that draws on real-life examples.

If you want to appear more credible to your audience, try to incorporate more real-life examples into your content. If you have a blog post that is supposed to be helpful tips for entrepreneurs, but most of the content is theoretical, your readers may lose interest. Incorporating more practical advice that relates to your audience will make your content more authentic and compelling.

Get more engagement

While engagement is a key metric used to determine the success of social media platforms, it can also be used to evaluate the success of a brand or business with its audience. If you can get people to engage with your content, whether this is via likes, comments, or shares, you are well on your way to increasing your reach and, eventually, your sales.

The concept of social media “engagement” can be a bit tricky. Simply engaging with another person on a social media platform does not guarantee that a relationship will form. However, it is a good place to start. When someone engages with your content, whether this is via likes, shares, or a comment, you can be sure that they have taken the time to consume your content. This means that they value your opinion and are interested in what you have to say.

Since the dawn of time, people have been talking about wanting to create a business that they can call their own. However, with COVID-19 changing the game, many people are now looking to start their own businesses as a means of providing for their families. If you have a specific niche and are looking to expand your reach, consider creating a blog that focuses on the subject matter that you are passionate about.