When deciding what form to use for your online communications, it’s important to consider how you want to be perceived.
Each medium naturally carries with it certain preconceptions and emotional responses on the part of the audience.
For instance, podcasts and video are great at conveying personality, which creates a sense of comradery between the speaker and the audience. Meanwhile, a blog post strips the same message down to a purely intellectual focus, giving the author a more authoritative relationship to the audience.
Of course, there is latitude within each of these mediums—video can be highly intellectual and authoritative, and you can be very relatable and friendly through your writing style—but it’s important to keep in mind that a little extra effort is required to swim upstream of the medium’s innate tendency.
