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It’s no secret that demand for video content skyrocketed in 2021. With the growing popularity of apps like TikTok, many creators have been jumping on the video bandwagon. 2022 is a great time to think about video production. In fact, in June 2021 Adam Mosseri, the head of Instagram posted a video to his personal social media channels talking about some of the upcoming changes the platform will be making. Most notably, he mentioned the shift Instagram will be making from a primarily photo-sharing app to an app that is driven by algorithms and videos.

This short video reached over 225,000 views on TikTok and over 30,000 views on Instagram reels on Unbound’s Media’s accounts.

While the option of sharing text and photos to many social media channels will likely still be available, video content may be your key to growth in 2022. If you’ve been toying with the idea of hiring a videographer, it might be time to dive in. Still need a little more convincing? Check out these 5 reasons why you should use video content to stop the scroll.

1. Video content will give you more engagement than other content types 

According to Business Twitter, tweets with a video attached receive 10x the engagement than tweets with only text or image. This rings true for other social media channels such as Facebook and Instagram. Not to mention the video-only platforms like YouTube and TikTok. Video can encompass multiple other forms of content by merging text, music, video, and more. This blend makes video the perfect content to increase engagement and grow your audience.

2. Most social media sites are shifting their focus to video content

As mentioned above, Instagram will be making a shift from photo-based to video-based content in 2022. This will have a huge impact on what the algorithm picks up, making it even harder to gain traction with photos alone. The growing popularity and impact of TikTok is also something to be noted as the app is a completely a video-based social media platform. Businesses and creators all over the world are seeing gains from posting on the platform. TikTok can be a cornucopia for engagement.

3. Videos have higher retention rates and will increase traffic  

Unlike photos, you can’t simply scan a video as you scroll past it. You have to stop scrolling and turn your attention to the video to get an idea of the content, sometimes even clicking on the video to bring it full screen. This consequently gives your content a higher retention rate which in turn increases the traffic on your posts. According to a Forbes article, “Part of the reason for the rising investment is that consumers now watch an average of 16 hours of online video per week, a 52 percent increase since 2018. And they still want more.” In addition to the rise of interest in video content, video also encourages viewers to remember the messaging of your content. According to studies, the average viewer remembers 95% of a message when it is watched, whereas only 10% when read.

4. Videos create emotion and can help build a relationship with the viewer  

Emotion in video marketing is one of the key pillars to creating a lasting relationship with the viewer. By nature, we are more likely to strike a chord with messaging when it’s accompanied by something that will evoke emotion, such as music or a touching video shot. Videos create a unique bond between your content and the viewer. This doesn’t necessarily mean every video you post has to be a heartfelt four-minute mini-documentary. Short snappy videos can also evoke emotions that leave the viewer wanting more. Not only does this create loyalty, but it also encourages more social shares.

5. Video encourages more shares 

Finally, because video evokes more emotion and creates a deeper relationship with the viewer, they are more likely to share that content. This opens your network and generates more growth opportunities. Not only is video content great for sharing information, but it’s also easy to consume. Unlike reading a caption or an image with text, video content presents you with the information in an easy-to-digest form. In December 2020, a study found that 76% of users say they would share a branded video with their friends if it was entertaining. Posting well-made video content encourages social shares and can increase traffic to your profile and website.

Video content is only increasing in popularity, and there are no signs of it slowing down. Hiring a videographer may be your key to growth in 2022. Video production helps create authentic content that your audience will love. So, the only question is, what will your video content be?