About a month ago, we published a piece by Kelley Skar titled Blogging is dead: Okay, maybe not dead, but on life support.

I completely disagree with that premise. Kelley and I even sat down for an hour-long video to hash it out. As with most debates like this, we actually agree on the core idea, but not on the surrounding details.

The main argument in his article—which you can read here—is that video is the future and far more engaging than the written word.

Let’s break that down.

Video is great—but overrated

Video is an incredible tool. I use it all the time. But it’s also incredibly overrated by many. When I got into the industry in 2013, I listened to a speaker say, “If you’re not doing video, you’ll be out of the business in the next three to five years.” Now that same speaker is probably saying it about AI.

Neither of those statements are true. What is true? They’re probably selling courses on video and AI.

Both are tools. They can help you grow your business. But they aren’t the only way to grow your business.

Blogging still works—you just have to be good at it

Amateur hour is over. In the early days of online marketing, you could get away with poor form. It’s evolved. There are too many ways to pump out generic content. Yet, I’m still building businesses on blogging. Right now. In 2025. And it works really well.

Real Estate Magazine is essentially a giant blog now since we don’t do print (though our editor would like to clarify that REM is more than just a blog). Just Sell Homes? Outside of speaking on stages, blogging has been one of the most consistent ways I’ve brought in clients. I’ve gotten more views on videos, sure—but I’ve gotten more clients from blogging.

They’re great for different stages of a client acquisition system.

The real issue? Most people just suck at writing. Whether you call it an article or a blog post, the reality is most people don’t write well. They churn out generic, boring content with no real opinion or personality.

The internet doesn’t need another post titled “7 steps to buying your first home.”

When blogging first started, there was an SEO land grab—just pumping out content to rank at the top. That strategy is tough to win now. But that doesn’t mean blogging is dead.

The solution? Make it personal. Add your voice and unique insights. For example, “7 steps to buying your first home,” becomes “7 lessons I’ve learned in 20 years as a Toronto Realtor about buying your first home in 2025.” In the article, you drop Toronto-specific references, trends and real-life examples. Now it’s something valuable. Now it’s something people will actually want to read.

Attention spans aren’t shrinking—consideration spans are

Kelley wrote:

“Consumer attention spans continue to shrink… They’re pushing traditional written blogs, which require sustained attention, to the periphery of how viewers consume content.”

But here’s the thing—no one has the attention span to sit and watch three hours of something, right? Oh wait, Joe Rogan is the most popular podcaster in the world.

People don’t binge long-form content anymore, right? Oh wait, that’s Netflix’s entire business model.

People will go deep into content they find valuable. What’s actually shrinking is their consideration span. You have just a few seconds to capture their attention. But if you deliver? They’ll stay. They’ll read. They’ll come back again and again.

Video vs. blogging? It’s not either/or

Video, writing, audio—it doesn’t matter. If the content is good, people will consume it. If they aren’t engaging, it’s not because blogging is dead. It’s because your content isn’t compelling enough.

Kelley also said:

“Many agents are still blogging today and have a dedicated readership. However, others who are just entering the game are mistakenly thinking that AI will help them grow faster and farther in less time. What I will say is, don’t do that. But that’s an article for another day.”

Here’s a counterpoint—use AI, but use it smartly. If you struggle with writing, record yourself talking about a topic. Have AI transcribe it. Then refine that into a blog post. It’s still your voice, your expertise—just with an assist.

Let’s say you’re doing a monthly market update. Instead of staring at a blank page, record yourself breaking down the stats. Feed that into AI. Tell it to structure a first draft. Then edit and refine it into something polished and uniquely yours.

AI isn’t a shortcut—it’s a tool to make unique content faster.

The “pivot to video” myth

If you’ve followed the media industry over the past decade, you’ve seen this before. There was a huge push for a “pivot to video”—the same argument Kelley is making. Media companies fired journalists, hired video creators, and bet everything on video.

It didn’t work.

They’re back to the written word.

And shortly after Kelley published his article, the perfect tweet popped up on X. Someone asked, “What’s your most millennial complaint?” One of the top answers? “I am not watching a video.”

I am not watching a video https://t.co/NmkMFj5yuB

— andrew sophia (@voellig) January 15, 2025

Here are just a few of the thousands of responses:

• “I’d like a step-by-step article with pictures to show me how to change my oil, not a video.”
• “A five-minute video is so much worse than a two-minute article I could just scan.”
• “If I need a tutorial and I click on a link and it’s a video? I immediately close it and find a written guide.”
• “I can read a lot faster than you can talk.”
• “If you send me a video as a source, I will immediately assume you are illiterate.”
• “95% of the time, I’ll spend seven minutes trying to find written instructions rather than watching a 50-second video.”

I could go on. There were thousands of responses echoing the same frustration.

Where does that leave us?

Video has its place. It can absolutely grow your business.

So can blogging.

In an ideal world, do both. Take a transcript from a video and turn it into a blog post. Or take a blog post and turn it into a video. Give people options to consume your content in the way they prefer.

At the end of the day, the format doesn’t matter. What matters is creating great content—unique to you—in a way your ideal clients will want to consume.

Blogging isn’t dead. If it’s not working, you just suck at it.

Andrew Fogliato

Andrew Fogliato – The G is silent –  is the owner of Real Estate Magazine and Just Sell Homes. He mostly talks about marketing but sometimes ventures into other topics in the real estate world. Sometimes he also writes bios in the 3rd person.