Why Video is Important

Introduction

“How many of you watched a video today?”

It’s a simple question, but almost everyone’s answer is the same.

Video has become such a natural part of our daily lives that we don’t even think twice about it. From the moment we open our phones, we’re met with a constant stream of content, whether it’s from brands, creators, or our own friends. It’s nearly impossible to scroll any platform without coming across video in some form.

But video isn’t just entertainment anymore. It’s how people make decisions, how they connect emotionally, and how they experience the world around them. In a digital space that’s increasingly visual, video has become one of the most powerful tools for capturing attention and influencing behavior.

Why Video Matters

If video feels like it’s everywhere right now, it’s because it is, but more importantly, it works. People don’t just prefer video; they remember it.

Studies show that viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading text (source: Insivia). That’s a massive difference, especially when you’re trying to communicate something important or drive action.

On platforms like Instagram, nearly half of user time (46%) is spent watching Reels (source: Investing.com). That means if you’re not using video, you’re likely missing where part of your audience is already spending their time.

People don’t just start videos; they finish them. About 74% of users watch in-stream videos completely on Facebook each month (source: Dicloak). When you think about it, video isn’t just another content format. It’s one of the most effective ways to capture attention, hold it, and make your message stick.

Audience Preferences

At the end of the day, video works because it aligns with how people want to consume content. In fact, 91% of people say they prefer video over other types of content (source: Wyzowl). That’s a clear expectation. If you’re not using video, you’re not showing up in the format your audience naturally gravitates toward.

The average person spends around 100 minutes a day watching video content (source: DemandSage). That’s over an hour and a half of daily opportunities to connect, educate, and influence. But how people watch is just as important as how much they watch.

Short-form video continues to dominate, with most high-performing content coming in at under a minute. Platforms like TikTok and Instagram have trained users to expect quick, engaging, and easy-to-digest content.

The biggest shift, though, is that authenticity is outperforming polished content. Highly produced videos still have their place, but audiences are increasingly drawn to content that feels real. Think quick itineraries, casual testimonials, behind-the-scenes moments, or immersive clips that make viewers feel like they’re part of the experience, not just watching an ad.

If you had to choose, would you watch a perfectly polished ad or a quick, relatable video that feels real? Often, the authentic content wins.

Best Practices for Video

Once you understand why video works and how audiences consume it, the next step is ensuring your content performs. A few small adjustments can make a big difference.

Start with captions.

A large percentage of users scroll with their sound off. In fact, about 85% of videos are watched without sound (source: Manchester Digital). Captions are essential. They make your content more accessible for hard-of-hearing audiences, allow users to watch videos without headphones, and draw in the eye to pay closer attention to what is being said within the video.

Make the first 3 seconds count.

Attention spans are short and users decide quickly whether they’re going to keep watching. Lead with a strong hook and show the “why” right away. That doesn’t mean clickbait; it means giving people a reason to care from the very beginning in a way that feels real and relevant.

Test more than you think you need to.

There’s no one-size-fits-all approach to video. What works for one audience might fall flat for another. Try different lengths, formats, and styles: short-form vs. longer videos, testimonials vs. scenic or lifestyle shots. You might be surprised by what resonates most.

Know the platform and use it to your advantage.

Not all video content performs the same everywhere. Platforms like TikTok and Instagram tend to favor short, trend-driven content. LinkedIn leans more toward professional, thought-leadership-style videos, while YouTube is ideal for longer-form storytelling and more in-depth content.

The key is not to assume anything. Test across platforms and let your audience tell you where and how they prefer to engage.

Common Mistakes to Avoid

Even with the best intentions, there are a few common missteps that can hold your video content back.

Overproducing your content.

It’s easy to assume that higher production value automatically means better performance. On social media though, that’s not always the case. Content that feels too polished can actually create distance between you and your audience. People are drawn to what feels real and relatable. Save highly produced videos for your website, presentations, or commercials and let social content feel more natural and in-the-moment.

Skipping captions.

Not including captions means you’re instantly excluding a large portion of your audience, especially those watching without sound or those who rely on captions for accessibility. It’s a small step that makes a big impact on both performance and inclusivity.

Not analyzing performance.

Posting without reviewing results is one of the biggest missed opportunities in video marketing. Every video gives insight into what your audience cares about: what they watch, where they drop off, and what drives engagement. Without that data, you’re leaving valuable learnings and future improvements on the table.

Final Thoughts

At this point, video isn’t a “nice-to-have,” it’s an expectation. Whether someone is researching a destination, a business, or their next experience, video is often the first place they turn to get a real sense of what to expect.

You don’t need a massive production budget to make it work; you just need to understand what your audience is looking for and meet them there.

If there are three things to keep in mind, it’s this:

• Capture attention in the first 3 seconds because if you don’t, you’ll lose them.
• Create for both sound-on and sound-off so your message always gets across.
• Lean into authenticity because real, relatable content consistently outperforms overly polished production.

Video isn’t going anywhere. If anything, it’s only becoming a more powerful part of how people discover, connect, and make decisions.