Why Video Matters More Than Ever in Online Communication
If you’ve spent more than 15 seconds on social media recently, then you already know that video has become the number one way people communicate online. It’s not just that consumers are watching more videos. It’s that video is changing the way we interact, who we trust, and what we expect from brands.
Honestly, as someone who spends a dangerous amount of time behind a camera, I’m here for it.
Video Is No Longer Just Content. It Is Currency
Think about the last time you followed someone on Instagram or TikTok. It wasn’t because you read a thoughtful three paragraph post. It was because a video popped up that made you laugh or learn something.
Video creates an instant connection and builds trust with the viewer. Wistia’s research shows that video is now one of the most consumed forms of online content, which explains why creators and brands who show their faces see stronger engagement. It’s why people want to “meet” their favorite creators and why brands with real faces and authentic voices are winning. The slick corporate posts are getting outperformed by a single, well-shot, authentic clip of someone talking to a camera like you’re already friends.
Social Media Video Content Expectations Have Evolved. Not Attention Spans
My personal hot take is simple. Attention spans haven’t shrunk. Expectations have evolved.
People don’t have short attention spans, they have high standards. Social platforms have trained people to understand what is worth watching and what isn’t. Today’s online consumers want snappy hooks, fast cuts, good visuals, and professional audio. So, when a brand shows up with a 2014 Facebook-style text graphic, there’s a reason no one is sticking around.
Algorithms Now Favor Social Media Video Content
Social algorithms are turning into the perfect video matchmakers. Algorithms care about one thing: engagement. And nothing sparks engagement like video.
Video holds attention longer, and the more attention a video gets, the more data is collected. The more data collected, the better the targeting becomes. Platforms push video because it keeps users scrolling. It’s a beautifully chaotic ecosystem that you should absolutely be a part of, because brands aren’t competing with each other anymore. They are competing with creators.
How Brands Can Win in a Video First World
So, what should you do? It’s simple.
- Show your face
- Tell a story
- Be consistent
- Invest in good visuals
If you’re ready to stop getting scrolled past, reach out to KreativElement today, and let’s turn your brand into something worth following.
