Why Video is the Most Important Content in 2023

10th March 2023

Video content has been dominating the social media landscape for the past 12 months and we do not see this slowing down in 2023. If your business wants to craft excellent content, it needs to be video. Here is how we are optimising our own content and clients in 2023.

If you do not currently follow us on social media, please go ahead and do so here but also take a look at the content we have been creating. Our in-house video content marketing team have been crafting a range of videos covering insights on our agency, fun, trending videos on TikTok and educational short-form vertical videos aimed at showcasing our skills.

Our reason for upping video content production is to showcase to our current and potential clients the importance of creating quality content but especially video as that is currently what platforms such as Instagram are choosing to promote in the algorithm and what users are engaging with.

For a peek behind the curtains here are some stats on our recent performance on social media.

Since increasing our video production around June 2022 we have had a 55.61% increase in engagement rate and a 9.4% increase in audience growth.

Our clients have also benefited from an increase in video content and production. In 2022 we delivered more video projects than ever before with projects including local projects such as the Queen’s Baton Relay, London luxury dinner cruise Bateaux London and hijacking Adam Woodyatt’s social media during his time on ITV’s ‘I’m A Celebrity, Get Me Out Of Here’.

Speaking with Head of Motion, Morgan Tedd who leads our in-house videography team he gave some insight on why he thinks video has become the leading content format for social media channels.

“With the advancing speeds of mobile internet, it’s becoming much easier to stream video on our phones. This is leading to an increase in the quality of video we are able to view on our devices, but also a decrease in buffer time before a video is able to start playing. This means that we have higher quality video ads, playing as soon as someone swipes to it, leading to a better experience for the viewer, and less users swiping away from the ad before it’s even begun playing.

I personally think the preference for video comes down to the want for human communication and interaction, a video offers a greater chance to communicate with your audience as if you are talking directly to them whereas a static asset can be easily scrolled past, a video can break through. We are social creatures, conversation with others is part of our day-to-day and it’s something that we actively seek out. When a video successfully utilises this inherent, human need, it makes a deeper connection than one that solely seeks to speak AT us, rather than WITH us’’

Platforms such as TikTok, Instagram Reels and YouTube shorts have become the latest medium for marketers to focus their energy. We see advertising trends leaning more towards these platforms as a wider range of generations is joining these vertical video platforms including an increasing number in the 45+ Age segment. 

We’ve spoken about organic growth on social media but what about paid advertising? 

Depending on the product or service, a video advertisement may serve a greater purpose in delivering an impactful message to a viewer who may have never heard of your brand before.

When crafting a digital marketing strategy we often recommend using video as a first point of contact as a video and once an ideal customer moves down the sales funnel, supporting static or carousel ads may be used. 

Morgan spoke more on how the first 5 to 10 seconds of a video are the most important.

“As more and more influencers, brands and unfortunately, bots flood the social channels, users are becoming more discerning when it comes to the content they consume. So it has never been more important to grab their attention in the right way, very early on in your video. When storyboarding a video we ensure the key messaging is either shown or spoken during those crucial first few seconds.

By using data-backed insight relevant to the audience, we arm ourselves with the best videography tools possible for grabbing attention and retaining engagement. It can be hard to get the balance right but ensuring these steps are met often leads to the best results.’’

The benefits of video content marketing are becoming the go-to for organic and paid marketing. We hope this blog has shared some insight into how video content has impacted our own business and that we’ve inspired you to pick up the camera and try creating video content for yourself.