During the Covid-19 pandemic, brands have seen a change in consumer behavior. Most of the Gen-Z and millennial customer base vastly prefer short-form video content that is mobile-optimized. In a survey conducted by Wyzowl, 96% of respondents reported an increase in video consumption due to Covid. This trend is set to continue for the long term.
According to Salesforce’s latest State of Marketing report, the most valuable digital channel of 2021 was video, with 90% of marketers employing it in their engagement strategy. Social media is not designed to draw business for your brand. Social media platforms are meant for entertainment, sharing user-generated content (UGC), and connecting with friends, not driving commerce. While videos on TikTok and Instagram reels might go viral, they might not lead to conversion. In the eCommerce sector, social commerce only powers 4% of online retail sales.