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Noticing more and more short-form videos being promoted on platforms like Instagram, Facebook, YouTube, and more? You’re not alone.

The environment of social media marketing is changing. The old standard of posting static pictures is long gone, replaced by an era of TikTok-style videos. It’s easy to be skeptical of the trend, but it’s important not to dismiss the power of this new online social environment, as this new “norm” isn’t going away soon.


From our experience testing different kinds of posts on our socials, we’ve seen the direct effects of this shift away from static imagery in favor of video content.

Here are some of our reports from the recent year, experimenting with our own content via Instagram. Looking at the numbers, it’s undeniable that a focus on reels and story posts over static photography garners more attention and performs very favorably.

After researching industry trends, analyzing the algorithms of many platforms, and testing it out ourselves, one thing remains certain: short videos are the way to go in 2023 and beyond.

The platforms themselves agree too. According to Instagram & Meta executives, the video reel format is much more immersive and engaging than most content, keeping users on the platform longer. Instagram alone sees 22% more engagement on reels than they do regular videos. Therefore, social media strives to make reels more accessible to users.

But why is that the case?

While it may not be the sole cause of this movement, TikTok has played an enormous role in influencing the executive decisions of these platforms. The video-based app laid the foundation of the new status quo, revolutionizing the category with engaging and immersive videos of real people, products, and places.

Sitting at 1 billion active users, TikTok is growing fast in popularity, explaining why Instagram and Facebook are so keen on imitating a similar model. If you were to exclude messaging apps like WhatsApp and WeChat, TikTok is the fourth most used social media platform, ranking alongside Facebook, Instagram, and YouTube.

Additionally, surveys conducted by Wyzowl showed promising statistics from consumers surveyed about their perception of video use in product marketing. When asked what kind of media customers prefer to learn about a product in 2022, 73% answered “a short video,” a 4% increase since last year’s survey.


We’ve established that the old ways of simple “picture” posts are no longer as profitable as they used to be. With new algorithms comes the threat that your current organic social strategy might fall flat in the upcoming year. To ensure you don’t fall behind the trends, consider revamping your organic social strategy now.

If your company hasn’t found the time to delegate resources to record, edit, produce, or brainstorm video ideas, that’s okay. We’re here to help! Not only can we manage your socials, but we can help you brainstorm, shoot, edit, and produce the content you want, making your ideas a reality.

For help updating your social strategy to stay ahead of the curve for 2023, get in touch with us on our website!

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