Social video generates 1,200% more shares than text and images combined, a testament to its immense reach and impact. Additionally, 75% of millennials engage with videos on social networks daily, and YouTube alone boasts over 2.6 billion monthly active users worldwide. In the United States, approximately 238 million users engage with video content on YouTube, contributing to the platform's expansive reach. The numbers speak for themselves—more than 500 million hours of video are watched on YouTube daily, which equates to over 57,000 years of content viewed every single day. This sheer volume of engagement underscores video’s significance as a storytelling tool that businesses cannot afford to ignore.

Video is an essential component of an effective marketing strategy because it allows businesses to tell a story quickly and in a format that consumers are naturally drawn to, thanks to a culture shaped by movies and television. Beyond storytelling, video enables brands to connect with viewers on an emotional level, fostering stronger relationships and brand loyalty. The ability to evoke emotion in just seconds makes video one of the most powerful mediums available. Different businesses may aim to trigger varying emotional responses—whether admiration and awe to enhance brand reputation, humor to engage with audiences, or FOMO (fear of missing out) to drive urgency and conversions. The rise of short-form video content is also noteworthy, with 66% of consumers in 2022 reporting that short-form videos were the most engaging type of social media content, up from 50% in 2020.