The evolution of social media over the years – through the implementation of new ideas and communication methods with audiences – has introduced fresh creative formats that are significant for the user experience. Business profiles, accordingly, have gained new tools aimed at engaging their visitors and keeping them on posts and profiles for as long as possible.

The answer to the question of which of these formats is currently the most prevalent – and which could take the lead in the years ahead as the primary audience engager – lies squarely in video content.

With this in mind, we decided to dedicate an entire piece to this topic and to illustrate as vividly as possible how and why video content has taken the lead on social media. We invite you to continue reading and find answers to some important questions.

Why do we always encounter video content first on the home feed?

You have surely noticed that whenever you log into one of your social media profiles, the first thing you see is diverse video content. Why do the algorithms of social platforms like Facebook and Instagram prefer video formats?

Your profile will always have greater exposure to the audience through videos because this format inherently has a higher chance of keeping users engaged with posts – which consequently makes them spend more time on the home feed.

The reason is simple: video has more freedom to present what it wants in a more elaborate way, offering in just a few seconds or minutes a broader, more detailed, and more creative frame on a topic. The subject matter of videos varies depending on the platform. For example, the rapidly expanding platform TikTok tends to promote creative and entertaining trending content aimed at a younger audience.

On the other hand, Instagram introduced the Reels option, which similarly tries to attract younger users obsessed with fun and popular content. Facebook, as a social platform, is filled with more educational content, world events, news, and much more.

While each of these platforms differs somewhat in its audience, what unites them is precisely the importance of video formats – and the fact that each platform’s algorithm “pushes” this type of content to the very top of the home feed.

The rise of video content popularity on social media

Many studies have shown that social media users simply love video content. According to one such survey in 2018, 54% of audiences wanted to see more video clips creatively presenting content related to their favorite brands.

It was established that in 2019, users spent an average of 6 hours and 48 minutes watching videos – an increase of as much as 59% compared to 2016. During the coronavirus pandemic, people spent even more time at home and on social media, demanding entertaining and useful content – a clear sign of what to focus on.

In addition to being more enjoyable for users, video leads to greater audience retention on your posts and increased interaction – both crucial for a social media algorithm to recognize your content as valuable and keep it on the home feed for longer. For example, TikTok can keep posts active and relevant for several weeks or even months if the audience responds well.

The demographic structure of social media users is changing

Compared to just a few years ago, the demographic makeup of audiences has changed dramatically, with “Generation Z” (1996-early 2000s) now taking the lead – a younger population for whom one of the main forms of entertainment is browsing various channels and videos on YouTube.

With the increasing presence of Generation Z on social platforms, millennials (1981-1995) are not as dependent, but they still represent a demographic group that demands quality content supported by video formats.

Video format proves to be the right way to achieve higher sales

Today, users more than ever want to learn as much as possible about their favorite brands and products. The video format is an excellent way to humanize products, ideas, and services, as it offers more space for creative concepts capable of triggering an emotional connection with the audience.

When people connect emotionally to your products, the likelihood of purchase naturally increases. Thanks to the possibilities video offers beyond photography, you can create an equally entertaining and dynamic context in which people can see themselves and relate to your brand. Strive to make the video as high-quality as possible – the effort and resources invested will pay off many times over if the job is done well.

Achieving conversions through video content has never seemed simpler, as you can now easily capture the audience’s interest and then invite them to take a specific action. Whether you are inviting people to an event, encouraging them to visit your website, or prompting them to make a purchase, video can help you do it effectively.

The call to action can be a simple message, neatly packaged within the overall context, prompting people to instinctively want to see what else you have to offer. A comprehensive marketing strategy will also involve creating an average customer persona for your product – and video will be an excellent way to address them in a unique manner.

Users prefer content that is innovative and on trend

If you choose to creatively capture attention, users will appreciate it. However, creativity is sometimes not enough – and this is where current and popular topics come into play. Try to “hook” onto one of the current trends and present your own perspective, positioning yourself effectively.

Even social platforms themselves prefer trending topics, giving them priority because they attract large audiences. If delivered precisely and clearly, the right flow of information and context will capture people’s attention.

Video content is unquestionably becoming the favorite method for delivering information – equally embraced by both audiences and algorithms – so there is no reason not to dive into creating trending videos yourself. You might even succeed in starting a trend for your audience that becomes widely accepted. A digital marketing agency can assist you on that exciting and dynamic journey.

We hope you found this text useful and engaging. For more interesting content, explore our collection. If you need digital marketing services, feel free to contact us.