Have you noticed how video content seems to dominate your screen these days? From TikTok videos to YouTube tutorials, video has become the king of content—and it’s not just a coincidence. Video content has proven to be more discoverable, engaging, and effective for brands across industries. 

This post explores why video is leading the content strategy game and how businesses can leverage its potential to maximize reach, engagement, and conversions. Whether you’re a small business or a global corporation, understanding the power of video can be a game-changer for your marketing goals.

Why Video is More Discoverable Today

1. Search Engines Prioritize Video 

Search engines like Google increasingly prioritize video content when delivering search results. Why? Videos enhance user experience by providing quick, clear, and engaging information. 

Even more compelling, websites with video content are 53 times more likely to rank on the first page of Google search results, according to Forrester. Platforms like YouTube, owned by Google, play a significant role in this prioritization. Searching for “how-to” or tutorial topics almost always yields video results front and center. 

2. Social Media Algorithms Love Video 

From Instagram Reels to LinkedIn Live, platforms are favoring video content in their algorithms. Video consistently outperforms static posts when it comes to reach and engagement. For example, Meta reports that video content on Facebook drives 59% more engagement than non-video content. 

This means that brands producing quality video content are rewarded with increased visibility and opportunities for interaction with their audience—ultimately driving more discoverability. 

3. Mobile Devices Have Revolutionized Video Consumption 

With over 6.8 billion smartphone users globally, mobile devices have transformed how video content is consumed. Thanks to high-speed internet and devices optimized for video, people can now watch high-quality clips anytime, anywhere. Bite-sized vertical videos, such as TikToks and Instagram Stories, are tailor-made for mobile usage and encourage users to discover and engage easily. 

4. Video Content Meets Consumer Preferences 

A staggering 54% of consumers want to see more video content from brands they support, based on recent HubSpot research. Beyond being visually

compelling, video can deliver complex information more effectively, saving audiences the effort of reading lengthy text. 

Whether demonstrating a product or narrating your brand story, video allows for a stronger connection to your audience, further boosting interactions and shares—key factors for content discoverability. 

5. Platforms Like YouTube Are Search Engines on Their Own 

YouTube isn’t just a video-sharing platform; it’s the second largest search engine in the world after Google. With over two billion logged-in monthly users, it handles billions of video searches daily. Brands that create high-quality, searchable video content paired with optimized descriptions and tags can unlock massive discoverability on YouTube alone. 

How to Leverage Video for Your Content Strategy 

Step 1: Define Your Goals 

What do you want to achieve with your video content? Whether it’s boosting brand awareness, driving sales, educating your audience, or building a community, you need a clear purpose to guide your strategy. 

Step 2: Pick the Right Platforms 

Each platform offers unique opportunities for video marketing. Choose the ones aligned with your target audience. Examples include:

• YouTube for comprehensive tutorials, product demos, and long-form content.
• Instagram Reels for visually appealing, short-form content targeted at younger audiences. 
• LinkedIn Live for professional discussions, thought leadership, and Q&A sessions. 
• TikTok to tap into trends and connect with a broad, engaged audience in a creative way. 

Step 3: Optimize for SEO 

Make your videos as discoverable as possible by optimizing them for search:

• Use targeted and relevant keywords in your titles, descriptions, and tags. 
• Include a captivating thumbnail that grabs attention. 
• Keep it concise—most audiences prefer videos under 2–3 minutes unless they’re actively searching for in-depth content. 

Step 4: Focus on Storytelling 

A good story can make your video unforgettable. Use compelling narratives that emotionally resonate with your audience, whether you’re showcasing your product, sharing a success story, or humanizing your brand. 

Step 5: Add Captions and Subtitles 

A large percentage of videos on social media are viewed without sound. Adding captions or subtitles ensures your content is accessible to a wider audience, including mobile viewers and those with hearing impairments. 

Step 6: Track and Refine Performance 

Monitor key metrics like watch time, engagement rate, click-through rates, and shares. Use this data to understand what resonates most, and refine your future video strategies accordingly. 

Video Content in Action Across Industries 

Customer Support 

Companies like Zendesk use video tutorials to help their customers better understand their platforms, resulting in higher satisfaction levels. 

Retail 

Brands such as Glossier leverage Instagram Stories to provide behind-the-scenes looks at new product launches, creating excitement and conversations among followers. 

Education 

Skillshare, an online learning platform, relies on YouTube for short, engaging lessons that introduce users to their paid courses. 

Services 

Marketing agencies integrate video campaigns into client strategies to amplify brand awareness and drive traffic, crafting data-backed video ads for platforms like YouTube and social media. 

How Video Gives Your Brand a Competitive Edge 

Video content achieves what other formats simply can’t—it combines audio, visuals, and text into one captivating medium. It not only makes your brand easier to find but also builds trust and connection with your audience, driving long-term loyalty. 

If you’re ready to dominate the video content space, now’s the time to act. Start experimenting with different formats, track how your audience responds, and iterate until you find your winning formula.

Don't wait to unlock the full potential of your marketing efforts—contact us today for a free consultation and see how Elevate 365 can propel your business forward.