Chris Berg, Vice President, Client Strategy and Services, January Digital
If you’re not using video everywhere you can, you’re leaving performance on the table.
Brands have long viewed video as an awareness tool, but that mindset needs to shift. Every algorithm across social media platforms prioritizes engagement, and video, especially short-form (60 seconds or less), drives higher engagement than static content.
Whether you’re running paid campaigns, building organic reach, or launching new products, video should be at the center of your content and media strategy. Here are three reasons why:
- Video Deserves a Bigger Bet
For years, brands have leaned on static assets for efficiency, assuming video is too resource-intensive for conversion-focused media. But that mindset is costing them. Social platforms prioritize video because it keeps users engaged longer, as watch time is a key metric in every algorithm. That means more placements, greater reach, and better overall performance.
From promotional content to lower-funnel tactics, video is proving its value across the entire customer journey. Swapping static assets for short-form video, featuring product launches and sale announcements can drive more engagement, while dynamic video ads in retargeting and conversion campaigns are helping brands turn intent into action.
Our client StriVectin, a clinical skincare brand backed by over 35 years of research, saw video-based creatives drive a 23% higher CTR compared to static ads. If you’re not testing video in more places, you’re missing out on a major opportunity to improve results. Now is the time to experiment and see where video can outperform your current approach. - Diversifying Video Content is Key to Mitigating Risk
TikTok may have led the short-form video revolution, but it’s not the only game in town. YouTube Shorts and Instagram Reels offer additional ways to distribute content, reaching different audience segments and engagement patterns.
YouTube Shorts taps into the world’s second-largest search engine, meaning there’s high demand and intent from users actively looking for content.
Instagram Reels skews slightly older than TikTok and is deeply integrated into Meta’s broader ad ecosystem.
A diversified approach to short-form video ensures that brands aren’t overly reliant on one platform’s algorithm or policies. The best strategy? Start by syndicating existing content across platforms, then refine based on performance insights from each. - Building Brand Equity Through Engagement
Long-form and live video are powerful tools for building brand equity. YouTube, with over 122 million active daily users, offers a massive opportunity for organic reach with brands that consistently post engaging content, creating a cycle of continuous visibility. When brands run ads from an engaged YouTube channel, they amplify both visibility and algorithmic preference, increasing their reach.
Livestreams take this engagement even further by blending long-form content with real-time interaction. Platforms like Amazon, TikTok Live or Meta’s live shopping tools allow brands to host immersive, real-time experiences that foster deeper audience connections. Live video drives visibility while offering immediate engagement, whether for product launches, behind-the-scenes content, or casual Q&As.
Combining both long-form video and live streams into your strategy provides continuous engagement that nurtures organic growth and builds brand loyalty to ensure your brand stays top of mind across multiple touchpoints.
Brands must embrace video as a core element of their marketing strategy to stay competitive. Whether leveraging short-form content for discovery, diversifying across platforms to mitigate risk, or building lasting brand equity with long-form and live video, the power of video to drive performance cannot be ignored. With the right approach, video can transform how your brand connects with consumers, builds trust, and ultimately drives sales.
