By: Lee Ann Jackson December 8, 2022

In the ever-changing world of social media, one trend has remained constant  – the continued growth of video content.

But why has video content, both long and short form, become the essential format of social? More importantly, why should it be a central part of your social media strategy in 2023?

Video is a part of daily activity in social

The last two years have seen many changes in the way we live and interact with others and collectively, we’ve adjusted the ways we use social media.  In 2022, 59% of the world’s population used social media.  The average daily usage is 2 hours and 29 minutes.  And that usage has shifted even more toward video.  In 2022, video traffic is estimated to account for 82% of all consumer Internet traffic.

Younger audiences tend to use video more often

According to a survey from the Pew Research Center, most 18- to 29-year-olds use Instagram or Snapchat and about half say they use TikTok. But the younger end of that spectrum, namely 18- to 24-year-olds, are even more likely to use these video-heavy platforms; Instagram (76%), Snapchat (75%), or TikTok (55%).

Video is engaging

Bottom line: Video is naturally more dynamic and attention grabbing than traditional static text or image content, so users are more willing to engage deeper with each piece of content.  As platforms increasingly change their formats to cater to video, users will continue spending more time engaging with individual videos on social.

The biggest social networks release new features every day that make video content even more dynamic and encourage users to take deeper action. The growth of TikTok and Instagram reels demonstrates that the future of social is more video. And, the trifecta behind the growth of social media video marketing . . . social media platforms’ algorithms favor video content.


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