How video continues to dominate digital content
A few weeks ago, I was poised to write a blog about how social media might have peaked. It felt like falling active user rates, reputational issues and a deluge of AI slop was leading to a sense of digital burn-out.
Then along came Andy Burnham. He’s been widely praised for his communications strategy since becoming Prime Minister, with lessons clearly learned from Kier Starmer’s stiff and unapproachable persona. From rating pub snacks to promoting new policies, the team around Burnham have harnessed social platforms to win over a cynical public audience.
This speaks to the continued relevance, and effectiveness, of social media – there’s clearly life in the old dog yet. More widely, it speaks to the medium that continues to dominate the way we consume stories in 2026: video.
Is video still the most influential style of content?
In today’s attention economy, video is a hugely popular form of content. For younger generations, platforms like YouTube far exceed consumption of traditional TV, radio and film.
But businesses would be remiss to think video is just for Gen-Z. Astonishingly, online adults spend more than two-and-a-half hours per day – or approximately 16% of their waking time – on social and video feeds. No wonder Andy Burnham has been hiring a suite of videographers to create content for social media. If you film it, they will come.
As video becomes easier to generate and distribute, credible and authentic content becomes more valuable. Organisations with something original to say can carve out a valuable space and present a human face for audiences to connect with. This has paid off in spades for charities like the RSPB or National Trust, who have unlocked an entire new demographic of supporters thanks to their understanding of social video.
With video now comprising over half of consumed content on major platforms like Instagram, organisations have a choice: tap into a huge potential audience, or stick to static content.
Making your video content count
It’s a fact universally acknowledged that social media users lose interest in content within a few seconds.
Creators have a very short window of time in which to grab attention and persuade seasoned scrollers to settle in for the long haul. This is one of the reasons that creators use snappy edits, trending audios and punchy opening lines to hook audiences.
It’s definitely not enough to sit in front of a camera, press record and hope for this best. Even the simplest pieces of video content have often been extensively scripted.
That said, when viewers are truly engaged they may be happy to watch for much longer periods than the traditional 60-second sweet spot. Social media has long been dominated by short-form content, but research shows that viewers are increasingly tuning into videos that are 10 minutes or longer.
Give journalists something they can actually use
Video is also changing media relations. The Reuters Institute found that social media and video networks became the most widely used route to online news globally in 2026, used by 54% of respondents.
A modern media pitch should consider what journalists and publishers can show, not simply what they can quote. Clear interview clips, broadcast-quality B-roll, vertical footage, and accurate captions can make a story easier to cover across television, news websites and social channels.
One well-planned shoot can create content for a multitude of outlets. It might produce a main interview, several vertical explainers, still photographs, B-roll and a longer website film.
In a time when news desks are stretched, video is PR’s secret weapon. It can bump a pitch straight to the top of a journalist’s inbox.
A practical video checklist
There’s no denying that video creation take time, effort and energy. Unsurprisingly, many organisations prefer to stick to static imagery, or traditional written content, when it comes to their external comms.
For teams that do want to dip their toes into digital video, here a few quick steps you can take:
- Think carefully about where your video will be posted. Content filmed for a TikTok channel will look very different to content filmed for the website or corporate LinkedIn account.
- Make the first few seconds count by opening with a provocative statement or question (or edit the footage to ensure the highlight or climax of the video plays first).
- Don’t worry about using a camera phone to shoot footage, but make sure you’ve got the basics nailed: sound, lighting and delivery should be clear.
- Choose a strong communicator to front your video (this may not be the most senior member of staff!). If no one wants to be filmed, think about how you can use text or even animation to tell the same story.
- Spend time storyboarding and scripting before you press record; this will minimise pauses and keep the content tight.
- When posting, make sure to add captions for accessibility and choose a high-quality thumbnail to boost engagement.
Using video content to tell stories
Video content in 2026 isn’t about jumping on every trend. It is about combining the enduring principles of good storytelling – tension, evidence, cause and effect – with the way audiences now prefer to consume information. Increasingly, that’s via direct, accessible and easily digestible filmed segments – à la Andy Burnham.
Small teams can struggle to find the time and resources for this stream of content, but if you want to create videos that pack a punch our team can help. From scripting and storyboarding, to filming and editing, we have the skills to bring your vision to life.
Photo by Cristian Rojas on Pexels.
Written by
Share
Latest news & insights
Inspiring news, insights and comments from our Distinctive team.
