The Power of Video in Content Creation and Marketing

Upfront, the social platforms that I use most often throughout the day are our beloved Instagram and the recently popular TikTok. Although these applications are seemingly different in purpose, they both come together on a common feature: They both involve short-tail video content that is easily digestible.

With this being said, video is dominating user-generated and brand-oriented content due to its ease of digestibility. Brian Solis’ conversation prism is designed to split existing social platforms by their primary feature into respectively broad categories. Instagram and TikTok both fall into the “Video” category alongside established platforms like YouTube, Vevo, and Netflix. At first glance, the video category visually stands out as one of the more saturated niches and for good reason.

Video works. Let’s discuss the reasons why:

Video content is effective because it is an engaging mix of multimedia elementsMotion quickly captures the viewer’s attention, while audio and excellent writing keep their attention long enough to understand the big picture. This big picture can be oriented around discovery, exposure, engagement, conversion, etc., making video elements an excellent tool for both personal and marketable brand objectives.

What takes video content to the next level is when it is short, with the sweet spot between 10-60 seconds long in my experience. The average human attention span is now shorter than a goldfish’s – and continuously becoming shorter – meaning content creators and marketers have a short window to catch the viewer’s attention. Video accomplishes this with the least amount of friction, engaging the viewer on multiple levels with a moving picture, sound design, and on-screen text combined with the ad copy, or caption.


Desk, W. (2018, September 10). The Human Attention Span [INFOGRAPHIC]. Retrieved July 25, 2020, from