Digital Performance
Video content on social media has been on the rise for a couple of years now. The popularity of TikTok and the introduction of Reels on Meta platforms, plus the rumours that the algorithm favours video means it’s more present than ever.
Adam Mosseri, Head of Instagram, said that they don’t necessarily push video more than imagery but that short-form videos naturally get more views and engagement, and therefore more reach.
When discussing key ranking factors on Instagram for 2025, he said that the most important factor for reels reach is time spent on a post. The algorithm considers whether people would enjoy the video and how likely they are to send it to a friend. He also said that adding audio is essential, particularly for images and carousels. If choosing to post imagery, carousels are more likely to get more reach than single photos as they can provide more information and people stay longer on the post. If people don’t swipe on a carousel, it can also be pushed to them later to encourage them to view more.
So, what type of content should you be prioritising on social media in 2025?
Firstly, what makes engaging content?
No matter what type of content you choose to post, it needs to be interesting and engaging to your audience.
The boxes you need to tick to determine if your content fits this description are;
- High quality visuals
High quality imagery or video will give your page a more seamless, professional look which helps build trust and credibility with your audience.
Avoid using too much stock imagery though! Smartphones create great quality photos and videos these days or look to invest in a photographer or videographer.
- A hook or eye-catching element
Social media is highly saturated, what makes you stand out? If posting a video, the first 3 seconds should draw people in and encourage them to keep watching. It should also be clear what the video is about.
An image or carousel post should draw attention in the first picture and make people want to swipe or read the caption. Text overlays can help do this.
- A purpose
Think about the purpose of what you’re posting and what it’s going to bring to your audience. Using content pillars can be helpful to determine the purpose of each post.
The rise of short-form video content
Since the increased popularity of TikTok, other apps have replicated this short-form video feature. With videos as short as 10 seconds, attention span on social media has significantly decreased and people will swipe past your video if it doesn’t reel them in within a few seconds.
So why has short-form video content become so popular? Short, snappy videos are quick and easy to digest, low effort for the consumer and can put across a point much quicker and in a more interesting way.
Videos are also great for storytelling and can harness tactics to keep people engaged so they watch for longer. Higher watch time and multiple views increases reach and it snowballs from there.
Consider your audience
If you’re deciding between photo or video content, think about what your audience would be more likely to engage with. Gen Z have been raised with the likes of TikTok so prefer entertaining or trending short-form video content. Older audiences may engage better with imagery or longer-form content.
Consider your industry too. Some industries such as photography, fashion or art can be better showcased through images. The value of imagery where relevant is not lost, it may just be time to diversify your content and start creating videos too.
You should also be thinking about how shareable your content is and how likely your audience would be to send it to their friends. In 2024, Wordstream reported that social video generates 1200% more shares than text and image content. As Adam Mosseri mentioned, this is what will help you get more reach so this is definitely something to bear in mind if your reach is low!
So, which should you prioritise in 2025?
If you’re not already doing it, video content should 100% be a priority in 2025. However, this doesn’t mean you should stop posting images as they both have their place and value on social media.
Every platform and audience is different. It’s worth testing both content types and monitoring key engagement metrics to see which performs better for you.
Make 2025 the year that you level up your social media content.
If you need help creating more engaging content and are looking for social media marketing in Northampton, get in touch with Zinc.
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