Video has changed the way consumers and brands engage online. Video is now the dominant way audiences discover, consume, and share news across platforms such as TikTok, Instagram Reels, and YouTube Shorts. Dismissing this format is wasting a large share of eyeballs in the modern digital world.
A close-up of a professional DSLR camera on a tripod capturing video content. The background features a blurred scene of a seated woman in a modern and elegant studio setting, with warm lighting and contemporary decor. The image emphasizes the camera’s perspective and the process of high-quality video production.
The Numbers Speak for Themselves
No other medium drives engagement in the digital space better than video. Social videos are shared 12 times more than text and images combined, and a video’s message is retained by the viewer at an astonishing 95% rate, versus only 10% when reading it in text. Also, 64% of users are more likely to buy a product online after watching a video about it. These stats demonstrate how video impacts awareness, engagement, and sales.
Short-Form Content Leads the Charge
Demolishing Short-form video is winning because it suits modern attention spans. Clocking in at around the one-minute mark, these clips give brands the opportunity to get their point across quickly and keep people entertained while doing so. With trends such as TikTok challenges, Reels tutorials, and Short highlights, it is easy for content to go viral and reach a large audience without Herculean budgets. Brands that adapt to short-form content are the ones that will be showing up significantly in front of new audiences.
Practical Video Tips for Marketers
- Hook fast: Get attention within the first few seconds.
- Cut to the chase: Fun, learning, inspiration — every clip should have a clear focus.
- Design for mobile: The vast majority of short-form video is watched on phones, and, as such, vertical must be catered to.
- Experiment and iterate: Test trends, effects, and formats to identify what your audience responds to.
- Take advantage of user involvement: Duets, reaction videos, and challenges motivate users to directly interact with your brand.
Video Across the Marketing Funnel
Video can help at every phase of a customer’s journey. Whether it’s short tutorials, product demos, sneak peeks behind the scenes, or customer testimonials, video has proven to help companies build credibility, educate their audience, and increase sales.
Why Brands Can’t Ignore Video
For better or worse, short-form video is one of the quickest ways to expand your audience and gain exposure and conversions. Brands that use content from Reels, Shorts, and TikTok will have the experience to engage audiences more effectively and stay up to date.
