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Importance of Video on Social Media

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The era of Video

Nowadays, we all passively scroll through various social media feeds, and only the most engaging content grabs our attention. It’s no wonder that video won that race for attention among any other content type across social platforms – video is most likely to capture viewers’ interest in the first few seconds. Social media is constantly evolving, especially in the last few years. The platforms recognized video as a perfect way of communication and information consumption. That’s probably a chain reaction followed by the development of technology significantly increasing mobile usage. The users of that small electronic screens are more likely to watch a video than to squeeze their eyes over complex text.

Recent statistics say that YouTube has over 2.6 billion1 monthly active users across the globe, while TikTok is now counting more than 1 billion2 monthly active users. With these numbers, it’s easy to guess why more and more social media marketers are choosing video as their next stop.



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Showcase of mobile mock-up playing a video on social media.

Here are some advantages that are currently keeping the video on the throne:

  • More Exposure and Engagement

According to recent studies, videos enjoy 49% more engagement3 than picture posts. It turns out that consumers are four times more likely to watch a video about a product than read about it, and 71% of consumers who viewed a video ended up making a purchase4.
When you log into any social media platform, you instantly notice video content within the first 10 seconds. That’s the work of most algorithms, based on the fact that video grabs a viewer’s attention for longer. After it grabs the attention, it leads to engagement – videos on Instagram generate more engagement than any other content type, and Tweets that include videos get 10x more engagement5. That’s why Social Media is still heavily promoting videos on their platforms, as Instagram does with Instagram Reels for example.

  • It’s popular across all channels

It seems that social media platforms that were focusing on other content types had a change of heart. Twitter focused on snappy tweets, short texts that convey a message. Now, they are expanding their video content capabilities and pushing video content. Instagram, the platform initially known for static pictures, decided to include feed video content. Then it boosted the positioning of stories and finally created reels which are slowly becoming the main content type on the platform – at least as far as promotion and marketing go.

  • Sticks around for longer

Video content usually has a longer shelf life. For example, a TikTok video can be trending for weeks, even months, after being published. This happens because videos originate more interactions and shares, which keeps them in the game for longer.

  • It’s Attractive to a Gen Z Audience

Gen Z has grown up with YouTube and generally is much more connected to the Internet than other generations. According to a YouTube survey, 50% of millennials and Gen Z stated they „couldn’t live“ without video in their daily lives6, as it serves them for entertainment and education.
That’s why Gen Z users are crazy over TikTok, a short-form video app. They make up 35% of its users, and most viral TikTok stars are aged between 18-24.

  • Video Can Be Repurposed Across Multiple Platforms

Although producing quality video content is usually more time-consuming than taking a photo, you can get greater reach to different audiences across multiple platforms.

For example, TikTok and Instagram Reels have the same 9:16 format and purpose, while IGTV, Facebook, and YouTube easily share 16:9 videos since they’re suited to slightly longer-form content.

Also, short videos for Instagram Stories can become Pinterest Video Pins, Instagram Feed videos are often shared to Facebook, and Instagram Live broadcasts can now be automatically shared to IGTV.

  • Humanizes engaging with the audience

It’s clever to showcase the people of your brand through video since it can humanize your business and evoke an emotional connection between the brand and its community. Consumers want to familiarize themselves with the brands and creators they follow – and if you do it in a personable way, it’s much more relatable than a static image.

  • Video is a Powerful Sales Tool

Video is incomparable to photo content when it comes to showcasing the product. Videos make everything more dynamic, which results in the fact that 93% of marketers said they gained a new customer right with the help of a video on social media.
Also, there’s no need for an expensive or enchanting video content strategy since often, the simplest, most authentic concepts or ideas work best.



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CMG employees during team building activities, enjoying time on the beach and having fun doing various activities such as barbecuing, quad off-road adventures, aquapark and kayaking

Videos on social media can be used in different manners and for different needs, and here are some of them:


  • Product announcements

The majority of customers use social media to discover new products or new services, and video is a great way to highlight a product or demonstrate a specific feature. Anyhow, that kind of video has to be everything but a generic product announcement since the goal is to help the audience form a perception of a new service or product. Ideally, the design team often jumps in by adding fun elements or creative highlights on the product to create an impactful 6-second video for your new product launch.

  • Event videos

Nothing can capture the vibe and excitement of the events better than videos. Video content gives that realistic representation of how interesting and fun the brand is, which triggers FOMO (the fear of missing out) the best. Also, it’s popular to post live videos broadcasting the event in real time, which gives us the feeling of authenticity of the brand.

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CMG employees participating in Dani komunikacija event in 2019
  • Promotion of sales and deals

Video is great in doubling up the excitement about exclusive promos and deals. With eye-catching animations and graphics, you can be sure you will get your audience’s attention throughout the video and move old stock or get favorable results.

  • Q&A Videos

With Informative interviews or Q&As, a brand can engage its audience and answer their burning questions.

  • Podcast teaser videos

A podcast is a form that doesn’t require staring at the screen, but if you want to attract listeners, it’s not bad to make a podcast teaser with the help of visuals so that the audience knows what to exactly expect from a podcast.

  • Relatable stories

A brand can use social media to tell stories its audience can relate to, but the key is to keep those stories relevant to the product offerings or the brand in general.

  • Tutorials and explainer videos

Tutorials and how-to videos are actually second on the list of popularity on YouTube, according to Mediakix. With this kind of video, brands can serve product-focused content to their audience, which satisfies their hunger for knowledge and leads to soft-selling of the product. Though, it’s important to tweak the format of the video and adapt it to different social media types since this format turned out to be very successful.

  • Behind-the-scenes video content

Since people love to have a backstage pass and get exclusive insight into what and who is really behind the brand, behind-the-scenes video content is a great way to set up trust and connection with the audience. Whether the video shows the making of a product or is „A day in the office“ video, showing the people behind your business – a highlight of the company culture is guaranteed.

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Employees of CMG having fun in the behind the scenes video
  • Customer testimonials

Since most consumers look for product reviews before spending their money and time on a product, by creating a customer testimonial video, you’re making it easier for the audience to conclude they’re in the right spot. Reviews, testimonials, and customer case studies are perfect for boosting brand trust, validation, and loyalty.

  • Live videos

With live streams, a brand can humanize its work, and that’s a fantastic way for the brand to seem more transparent while boosting engagement and creating a connection with the audience.

  • User-generated content

Last but not least, sharing the user-generated video content of the brand’s fans or influencers is not only time-saving but also encourages others to share their content related to the brand and expands the brand’s visibility and credibility.

It’s important for marketers to keep up with the trends and social media platforms.

And that’s a wrap!

Finally, there’s nothing more to conclude except that video is a powerful tool stealing the spotlight from its fellow content types on social media.
Despite that, it’s important for marketers to keep up with the trends and social media platforms. They have to realize that the audience and intent of each platform are different and adapt their video content to the format and length that best suits the specific platform and its users.
For example, on YouTube, we are used to longer-form content accompanied by sound, while on mobile-based Facebook and Instagram and their on-the-go users, video content will be racing for the audience with its captivating, short, and probably „no-sound“ form.
On the other hand, TikTok focuses the younger crowd, so the video content has to be entertaining, while on LinkedIn and for its business audience, it’s more likely to post some formal industry-related content.
Anyhow, video is a form of numerous capabilities and endless creative expression, and it will be interesting and fun to watch how and where it’s expanding following the development of technology.