While our lives continue to migrate online, the most engaging online content is that which is most similar to our offline lives: video-based, personalized, and real-time. We see this in the rise of consumer applications like TikTok, whose video-based social media platform zoomed past Instagram in user engagement per post (18% for TikTok compared to 4% for Instagram) and also prompted Instagram to build a fast-follow copycat video feature itself. Videos don’t just drive more engagement – they also drive higher quality engagement. Per marketing firm Insivia
, viewers retain 95% of a message when relayed in a video vs. only 10% when reading it in text. This is human nature as the human brain is estimated to process images at least 6 times faster than text.