video killed the photo app.

Brands are scrambling to prioritize video content – but where will they get it?

Before Instagram, restaurants had no need to collect high-res images of every dish and drink on the menu. They do now. Similarly, with video taking hold on all platforms, brands will need to invest in collecting video assets for more than just a post. Marketers leveraging video report 49% faster growth in revenue, proving that video can drive leads and sales. These marketers are being rewarded for their future proof planning. With Gen Z and Millennials turning their backs on email and blog content, planning your strategy shift for a future in video is key to long-term growth. 

It is imperative for brands without any video to collect it – and the sooner the better. Start by including social-first videos in all scheduled photo shoots. Influencers for your brand should be asked for reels or TikTok content over simply accepting infeed images. Optimize your asset requests for the future, and don’t forget to reach out and ask for rights to video assets that could be used in marketing now and down the road. Your brand’s followers will thank you and likely grow.

Before many of us spent two years inside, consumers were begging social channels for more video. In 2018, almost 60% of consumers said video was the missing component in brand marketing efforts. Video allows you to visually provide information on your brand and can capture more aspects of a brand's identity than a simple image. You would think that this would have given the hospitality industry a head start, but ultimately many brands continued to lean on Instagram and Facebook as photo-sharing platforms. 

In 2022, video content has become the primary content medium on social media. In fact, this year online videos will make up over 82% of consumer internet traffic. Gone are the days of scrolling past a flat lay of a Michelin-star-worthy dish; scrollers much prefer to engage with a video of the dish being served and the utensil-clanking, candlelit atmosphere surrounding it.