We have all been there – endlessly doom scrolling and inundated with a sea of content. With consumer’s fleeting attention spans, brands need to stand out not just to be seen – but to be remembered.
In today’s digital-first world, attention is the new currency. With feeds refreshing in milliseconds and users scrolling at lightning speed, visual content has become essential to stand out. But if a picture is worth a thousand words… just how powerful is video?
A masterclass in Storytelling
At our core, humans re hardwired to be story-driven. Stories help us to understand the world around us, build bridges, and remember key moments. Visual storytelling taps into that innate human preference by showing, rather than telling.
Unlike static images or blocks of text, video:
- Captures attention quickly and holds it longer.
- Brings your brand to life in seconds.
- Conveys emotion and intent more effectively.
- Allows for layered storytelling – combining sound, imagery, and words.
- Can help make complex messages more digestible.
- Increases message retention – Did you know that video messages have a 95% retention rate, while text has only 10%?
For brands, video can bridge the gap between content and connection.
Whether your video delves into what you do, peeks at your behind-the-scenes moments, or a customer testimonial – video gives your message wings.
The Pros and Cons of Video – Setting Expectations
Pros:
- Higher engagement: Videos typically outperforms static posts on social media in terms of engagement (views, clicks, and shares).
- Better retention: People are more likely to remember your message when they see and hear it.
- SEO friendly: Videos embedded to your website boost time-on-page and can improve search rankings.
- Versatility: One video can be repurposed for multiple platforms and formats.
- Stronger emotional impact: The combination of music, voice, and visuals can stir viewer’s emotions.
Cons:
- More effort to produce: Compared to a photo or a tweet, video requires planning, scripting, filming and editing.
- Costs can add up: Especially with professional production – though plenty of great tools make DIY video easier than ever, you will still need the tools, time, resources and skillset to produce a video.
- Viewer drop-off: If not engaging from the first few seconds, users will scroll on – keep things short and sweet without unnecessary jargon.
- Load speed: If your videos are not optimised, a larger file size can slow down your website.
We think the pros far outweigh the cons – especially when videos are created and posted strategically.
Practical Tips for Using Video
It’s not just about having video content – it’s about using it well.
Here’s our tips and tricks on how to make your video content work harder and smarter:
Make for Mobile, Always
Most content is viewed on phones, making ‘mobile-first’ essential:
- Film in portrait: A vertical format works best on Instagram Reels, TikTok, and Stories.
- Add captions: Most users watch with the sound off.
- Get to the point: Remember when we said ‘attention is the new currency’? Hook views in the first few seconds.
- Optimise: Ensure your videos is optimised and not slow to load.
- Details: Design your videos with small screens in mind. If there is too much happening in your video your audience may not take it all in.
Keep It Short for Social
Short-form videos, or social snippets, are an ideal introduction to video. They are easier to make and edit and a shorter length helps not to lose your audience’s attention.
Also, many social media platforms have a time limit of the length you can use.
You can cut longer videos into more digestible clips – about 15 to 60 seconds – and use them to:
- Tease a longer video or campaign.
- Share quick tips or quotes.
- Highlight your brand’s key product features or personality.
- Peek at behind-the-scenes moments.
- Share testimonials.
Use these for Instagram Reels, TikTok, Stories – for fast, fun and eye-catching content.
Tell a Story
In general. people will not engage with features; but with feelings.
How can you convey your brand journey, a customer success story, or a behind-the-scenes video so that they connect on a human level?
Try to think of the story, and not sales.
Longer videos would work well, especially if they tell a compelling story. For example:
- Brand origin stories.
- Case studies with a human touch.
- Interviews or day-in-the-life pieces.
- Brand CSR initiatives.
- Client successes using your brand.
Keep videos authentic. People connect with people – not overly polished sales pitches.
And remember, these longer videos can be cut into shorter snippets to use across social media.
The Value of Video
In a digital world, video can help build connection – it stirs emotion and helps tell the full story using your brand’s tone, character, and personality.
Whether you’re a start-up on a shoestring budget or a brand with a full production team, the tools to create and share impactful video are more accessible than ever.
Start small. Start smart. But start now.
- Be authentic.
- Focus on the story, not just the sale.
- Optimise for where your audience is watching.
