Video content has transformed social media by shifting algorithms to prioritise short-form, engaging videos that increase user engagement, brand visibility and storytelling. You can argue that the rise of video-first platforms such as TikTok, Instagram Reels and YouTube Shorts has been driven by their ability to capture falling attention spans. Reports from SQ Magazine claim that our attention spans are hovering around 8 seconds compared to 12 seconds in 2008, which is shorter than that of a goldfish! It’s definitely no coincidence that during the same period, there has been such a rise in short-form video content. Throughout this blog, we will be discussing how social platforms have been redefined and why video content is so popular.
The Rise of Video First Platforms
As user attention spans continue to shrink and users crave more dynamic experiences, static content often struggles to compete in terms of engagement and reach. Platforms such as Instagram and TikTok have really capitalised on this shift by prioritising video in their algorithms and user interfaces, specifically making it the default mode of interaction.
Video content enables users to convey their personality and evoke emotions in just a few seconds, creating an immediate connection with their audience, something that static content often fails to achieve. Movement, sound and storytelling are now non-negotiables for content creators trying to increase their reach on socials.
How User Behaviour has Changed
The shift from text-based sharing to quick visual content consumption has created a demand for bite-sized, engaging videos. The quick, engaging nature of these short-form videos is catering to an audience who prefer to absorb information rapidly, and this has had a direct effect on the amount of information we can retain. With such a large range of short-form videos to consume, users are overloaded with more choices and information than ever before.
This doesn’t just affect the entertainment industry! Retailers trying to expand their marketing online are having to adjust as well. With such a wide expansion of options on video-first platforms, consumers need more reassurance than ever before, and making a purchase is no longer a linear process, but instead an endless loop of searching and comparing. Google researchers currently call this era the ‘messy middle’ and to be successful, retailers must show up in these spaces consistently – whether that’s using UGC creators, influencers or their own employee-generated content. The future of social media marketing is continuously evolving, and retailers need to leverage these new strategies to stay relevant.
Redefining Community and Communication
Video has also reshaped the way communities form and communicate on social platforms. Where text based forums and comments once dominated, video now acts as both the message and medium for connection. Features such as duets, video replies and stitches have allowed users to engage in visual conversations. Video-first platforms also encourage the use of live streams and have become specifically popular in the gaming and fashion communities.
This has led to the increase of parasocial relationships, allowing fans to feel an intimate but one-sided bond with media figures they’ve never met. This heightened sense of connection can set unrealistic expectations for fans and interfere with real-life relationships. This is just one of the many ways that the developments in social media can have a negative lasting impact on users.
Challenges of the Video Era
When we talk about social media and video, TikTok comes out on top. Hitting 1.59 billion users in early 2025, it’s clear that video-first platforms are dominating. But with millions of videos being posted daily, it becomes extremely difficult for creators and businesses to capture attention and stand out in such a saturated market. Creators can burnout trying to keep up with the rapid pace of video culture and the challenge of distributing video content across multiple platforms with different requirements effectively.
From the rise of video-first platforms like TikTok and Instagram Reels to the shift in user behaviour and communication styles, it’s clear that video is no longer just a format; it’s the foundation. And this transformation has created new opportunities for brands, creators, and communities, while also introducing fresh challenges.
What IS certain is that video content is not a fleeting trend; it’s the new standard. Need help standing out? Let us help https://www.t-f-a.co.uk/contact/