Why Use Video On Social Media?
Your thumb has never worked harder. Whether you’re scrolling through TikTok or whatever new platform is making waves this week, it’s clear: video is everywhere.
Video is loud, flashy, funny, and relentless, which is exactly why it works! 95% of marketers think video is crucial to their marketing strategy, while 89% of businesses are already using video to market themselves. That’s not just a trend, that’s a full-blown takeover.
But, in a world where people struggle to stay focused for longer than a goldfish (seriously, the stats are brutal), why use video on social media at all?
Well, video isn’t just popular, it’s powerful. It captures attention, tells your story, and makes people actually care. If you want your brand to cut through the noise, you need to show up with content that makes people pause.
And guess what does that better than anything else? Yep. Video.
Stick around, we’re about to break down exactly why video deserves a starring role in your social strategy.
Let’s get into it.
1. Reaching New Audiences
Let’s talk about Gen Z. You know, that mysterious group of humans who were born with a phone in their hand? They now make up a whopping 40% of all consumers, so if your brand isn’t talking to them, you’re missing out on a huge slice of digital pie.
Gen Z are deep in the scroll, clocking up an average of 93 minutes a day watching videos on social media platforms, like TikTok and YouTube. This isn’t casual watching. This is where Gen Z learns, shops, discovers new brands, and decides whether your business is worth their time.
But don’t expect them to sit through a five-minute sales pitch. This isn’t Netflix! With the average Gen Z’s attention span lasting eight seconds, if your video takes too long to get to the point, they’re already gone.
So, if you want to catch their eye (and keep it), think short, punchy, and real. Reels, TikToks, YouTube Shorts - this is their playground. Just remember to keep it authentic. Gen Z can smell forced marketing a mile off (and will roast you in the comments).
2. Video Has Serious ROI Potential
Marketing budgets aren’t infinite (unless you’re Elon Musk, and even then, who knows). So when it comes to getting the most bang for your buck, video is kind of the golden child.
Why? Because 90% of marketers report a positive return on investment from their video content. Compared to the days when marketers were tossing money at billboards and hoping for the best, video actually shows up with receipts.
And the trend is only going in one direction. Back in 2015, barely a third of marketers were seeing decent ROI from video. Now? 9 out of 10 are cashing in.
It’s like swapping a dusty Yellow Pages ad for a viral TikTok. Measurable, scalable, and when done right, wildly effective.
Whether it’s a product demo that seals the deal or a behind-the-scenes short that makes your brand feel human, video works.
3. It Gives Great Insights (AKA It’s A Crystal Ball)
Posting video on socials isn’t just about fishing for likes and praying someone, somewhere, hits ‘Buy Now’. It’s one of the smartest ways to gather insanely useful data about your audience, without hiring a psychic.
Every time someone watches your video, they leave a digital breadcrumb trail. Did they drop off halfway through? Watch the whole thing? Rewatch it? Click your CTA or scroll straight past it like you don’t exist? That’s real-time feedback on what’s landing and what’s flopping.
And the best part? Instagram, TikTok, and YouTube serve up analytics on everything from views and watch time to shares, saves, and that all-important engagement.
Say someone only watches the first 15 seconds of your explainer. Maybe your opener needs a rethink, or maybe they’re just not your people. Either way, you can retarget them with a shorter, snappier version, or test different styles and story angles until something sticks.
Videos aren’t just social media content. It’s your built-in audience research, test lab, and performance review, all rolled into one. And yeah, it’s a little bit of magic.
4. It Tells A Story - Without Sending You To Sleep
People aren’t logging into social media to see your sales pitch. They’re there for a laugh, a cry, or maybe a dog in sunglasses riding a skateboard. But if you can tell a killer story? Now you’ve got a shot at actually getting your message across.
Video is your VIP pass to storytelling that really connects, the kind that feels genuine and hits people right in the feels. It’s the difference between “Here’s our product” and “Here’s why this product actually matters to you.”
The eye-opener? 73% of people say they want entertaining videos on social media. That’s what they’re scrolling for! Video isn’t just about facts; it’s designed to spark emotion.
Laughter, joy, or even a bit of sadness all build a genuine connection with your audience. And when you follow that emotional punch with a clear call to action? That connection can turn into real engagement, clicks, or sales.
Storytelling cuts through the noise because it’s relatable, memorable, and (when done right) feels like something your audience actually wants to watch.
Whether you’re sharing a behind-the-scenes moment, a customer’s real experience, or a narrative that makes people laugh or cry, video lets you package your brand message in something entertaining, not annoying.
How Can We Help
To sum up, why use video on social media? Because it grabs attention, tells an emotive story, and gives you great insights to improve your future content.
But hey, creating scroll-stopping video content that hits all those marks isn’t always easy - which is where we come in.
At STORM+SHELTER, we live and breathe creating social content that makes people stop, watch, and take action.
Drop us a line at content@stormandshelter.com or call 02920 251255 and lets chat.
