The Power of words
In the era of images and short videos, written content matters more than ever. But not all text is equal—crafting compelling stories is an artform mastered by few.
Scrolling through social media, we’re bombarded with eye-catching visuals, dopamine-rush, and quick bursts of entertainment. Yet, despite this visual revolution, written content remains a cornerstone of effective communication conveying both facts and emotions.
In fact, as our content consumption habits evolve, the role of well-crafted text becomes even more critical. Words shape the world around us.
A perfect partnership
With words you can explain complex ideas and provide valuable context that is hard to pack into a single frame or short video. Yet, written content doesn’t compete with visuals—they complement each other.
An accessible and engaging outcome is reached by utilising different formats together—whether it’s social media videos equipped with subtitles and captions or articles made more compelling with visual storytelling.
Boost your reach
With an endless stream of fast-paced content, it’s only natural that our ability to absorb and retain information weakens.
It’s also worth noting that not everyone engages with content the same way. All brands and businesses should be able to accommodate people with different impairments and tools like screen readers. Inclusive, accessible writing ensures that your message reaches the widest possible audience. Even those you may not personally represent.
Another crucial entity that relies on text is search engines. No matter how visually stunning your content is, it’s the written elements such as descriptions and metadata that make it findable. SEO-optimized text ensures your content reaches the right audience.
Communication 2.0
The world is changing—and so are communication channels and methods. In recent years, both social media and increasing use of AI have had a significant, to some extent even deteriorating, effect on content and its readability and reliability.
The digital world may be more visual than ever, but the written word remains invaluable. Thoughtful, well-crafted text enhances communication, provides clarity, improves searchability, and ensures content is inclusive and impactful.
Communication professionals play a key role in making our complex society easier to understand. In the age of videos and pictures, strong writing isn’t just relevant—it’s essential.
Eveliina Miettunen
Communication Consultant with a background in both linguistics and literature–and a bright future in writing ahead of her.
