Absolutely, whenever possible, say it in a video.
We all suffer grand delusions that the public will patiently and attentively read our narrative. If you invest the time to craft a compelling video production, and strive to not only add esteem to your brand but also reveal something useful about your brand, it will pay off in recognition, recollection and transaction. Four times as many consumers prefer to watch a video about a brand versus read about it (according to one of 8,000 video marketing studies published on the internet, and your own common sense). The key word is “compelling.” It doesn’t have to be a multimillion-dollar shoot. It doesn’t have to be a $10,000 shoot. What matters is that the message is enriching your audience’s experience with your brand—which brings us back to really knowing your audience. Let that dictate the aesthetic, the message and published channels.