With more young people consuming media and content these days on a variety of platforms, it is imperative to find a way to grab their attention. Now that we know Instagram and TikTok are becoming more popular with a younger audience, it is more crucial than ever to attract those audiences. How do you do that? With video, and lots of it.

87 percent of marketers use video for content marketing and that number is likely to continue moving up. While Instagram and TikTok are the obvious platforms to place your video content, Twitter is also a great option. 82 percent of Twitter users consume video content on the microblogging site, making it an excellent alternative to the other two platforms if you’re limited on resources and budget. 

While video content is generally longer and more time-consuming to make, it also tends to pay off huge dividends. The graphic below illustrates that point well as images and videos perform at high levels across all platforms. 

Even in a world where attention spans are shrinking, longer-form content is still king. In fact, videos are more in demand than ever before. According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands, which is more than any other type of content.

It’s imperative that video is included in your strategy and on the major platforms at the least. You should have your video content on Facebook, Twitter, and Instagram at the very least. If you can allocate enough resources to get on TikTok, that should absolutely be done too. 

Not only is having video on your landing page likely to increase your conversion rate but just mentioning “video” in your email subject line can increase open rates by 19 percent. When making buying decisions, 90 percent of customers say that videos help them make those choices. So if you’re looking to sell your product or service, consider making an informative video to post on your website. Just make sure that any video you create isn’t too long as most people lose their attention spans after about 20 minutes and stop being able to retain information after 22 minutes.