Why video for social is delivering better results
By Oskar Howell, Jun 9 2026
Businesses and brands competing for attention across digital platforms are increasingly operating in an environment shaped by short attention spans, brain rot and low-calorie, digestible content.
Tung Tung Tung Sahur (believe me, it’s a thing) aside, video has become the dominant form of content across the majority of digital platforms, aligning closely with how people prefer to consume content and make buying decisions, especially towards the top of the sales funnel.
Prioritising video for social content leads to better engagement, a more efficient return on your marketing budget, and provides a level of reusability that static formats struggle to match.
Capturing your audience’s attention
Organic social platforms like Instagram, Facebook, and TikTok now prioritise video in their algorithms. Meta has confirmed that short-form video receives broader distribution because it drives longer session times, higher engagement and a higher retention rate within their app. Doomscrollers look away now.
It’s why you may have noticed the steep rise of videos showing a podcast soundbite on top, and a Subway Surfer clip at the bottom. Video for social is now a predictable outperformer compared to static, maximising audience retention.
This behaviour aligns with how we know New Zealanders use social media; according to a 2025 InternetNZ survey, Kiwis regularly use social media to consume video content online, and in large volumes. Each week, global users spend approximately 17 hours consuming content.
It’s why video has become the bedrock of any modern digital media strategy.
Getting eyes on your ads
Social media advertising shows similar trends, albeit results have become a lot more measurable thanks to comprehensive reporting. While Meta has been heading in this direction for some time, its new ad delivery system is now almost entirely geared towards engagement and staying power. Your ads should be dynamic, interesting, and (preferably) fast-paced.
Google Ads also increasingly favours video, particularly across YouTube and Performance Max campaigns, which are tailored to appear where your audience is most present.
Ads on YouTube now reach more New Zealanders aged 18 to 54 than any broadcast network, according to Google New Zealand audience data. When a brand uses video to establish familiarity before a user searches, the downstream effect often leads to higher click-through rates and lower cost per acquisition on branded and non-branded search campaigns. Video placements within Google’s ecosystem allow brands to influence earlier in the sales funnel, rather than competing solely on high-intent search terms.
The trade-off of video content
Cost is often raised as the main objection to video, especially by internal teams trying to justify video over other forms of media. Video production does require a higher upfront investment, but when done right, that same asset can be adapted across multiple placements, durations and formats.
A single shoot or video can generate vertical cuts for social, landscape versions for YouTube, still frames for display, and thumbnails for landing pages. Static creative rarely provides this coverage. In the grand scheme of things, one video can deliver a more effective cost per asset and longer usable lifespan. Some evergreen content can remain relevant for months or years, especially if you’re capturing it with marketing goals in mind.
The best example is filming a case study or testimonial from a loyal customer who will be with you for years to come.
There’s even a case to be made for lo-fi content. What lo-fi content lacks in polish and craft, it makes up for in sheer authenticity. This can be achieved with a cheap microphone, an iPhone and a passionate business owner.
But beware the graveyard of low-effort content! There’s a fine line between something authentic and genuine, but users likewise don’t engage with poor quality or unconsidered video content.
So where do I put my money?
When brands treat video as a strategic investment rather than a single campaign output, the return becomes clearer. Video supports awareness, consideration and conversion simultaneously, while creating assets that remain useful as platforms and algorithms change. For organisations serious about growth in their digital marketing and content creation, video is a necessity.
Static formats haven’t disappeared, but they play an increasingly supporting role surrounding video, especially within ad campaigns. Brands that build a video-first content library place themselves in a better position to adapt as formats and platforms evolve.
Where can we provide value?
As a strategic marketing agency, Point B views video content holistically, ensuring any investment placed in video content is worth it. We work closely with clients, making sure video content is captured with a purpose, that it’s relevant to marketing goals, and is usable for the long term.
Our advice? Take a look at your existing video library to see what content hasn’t been fully utilised already. We work with a number of clients who have already invested heavily in video content that can be repurposed, reedited, and restructured to still have a use in current, or future marketing campaigns.
Once that’s exhausted, we’ll make sure you’re spending your next video content budget in the right place.