Why Video Editing Is In High Demand
If you use social media, especially platforms like Instagram, you’ve probably noticed a huge shift in the type of content you’re seeing. Videos are the primary media source on these platforms nowadays. Social media platforms are currently favoring video content vs. photographs like they are historically known for. Celebrities like the Kardashians are even opposed to the new structure of these platforms, sharing messaging on their stories that say “Make Instagram, Instagram Again”. Why exactly is this shift happening? Why should you as a consumer embrace the change? And, why is video editing in such high demand today?
Algorithms
When content is uploaded to social media, it goes through an analysis process. It’s compared and ranked amongst similar content. The better your content aligns with the specific criteria that the algorithms are looking for, the more your content is going to be pushed to others main feeds. This is known as an algorithm. All social media platforms have different algorithms, but one thing that’s common across the board is that they are all starting to favor video content.
According to Word Stream, video content generates 1200% more shares than text and image content combined. All social media platforms have their own personalities and algorithms are primarily responsible for maintaining an expected experience for users. Videos are increasingly responsible for keeping users on social platforms longer so algorithms are programmed to favor videos with best viewer satisfaction. Forms of content like tutorials, creative promotions, or stunning landscapes are all fair game as long as they can produce reactions. Since algorithms are focusing on video content, video editors are needed in all industries.
A big reason why there has been such as huge shift in algorithms and social media consumption was because of the global pandemic. From 2019 to 2021, TikTok saw a 38% increase of users. The huge jump in the number of users and popularity of the platform made competitors like Instagram, Facebook, YouTube, and Snapchat have to change their approach to retain their audience. Which means bringing short form video content to their platforms and prioritizing it!
Marketing Trends
With the shift in algorithms, comes a shift in marketing trends. What was considered successful 20, 15, even 5 years ago for marketing, is not as effective today. Marketing utilizes all creative aspects including content writing, graphic design, branding, web design, and of course video editing. Each component of marketing has a time and a place, but the demand for video editing is through the roof. Take a look at these statistics for proof that video editing is in demand.
The demand for video editing and video editors is across all industries and not specific to one niche. One study showed that on average, marketers increased digital video budgets by 25% year on year. Another study showed that 96% of video marketers plan to maintain or increase their spends on video in 2022.
Videos Add More Value Than Photos
74% of marketers say video has a better return on investment than static imagery. This is true for many different reasons. One of those reasons being that using video conveys a clearer message. Whether if it’s for a product, service, or information about the company, a video can project a clear, quick, and fast message. Photos can be confusing if not done properly or strategically. Photos also require an additional element of copywriting, like in a caption for a social media post.
Another reason why videos add more value than photos is leading back to our first point, algorithms. Video content, either organic or paid content receives far greater interaction and engagement than photos today. More engagement means more leads, more leads equals more sales, more sales equals more money. AKA more value to the brand or company. Story telling is a huge part of marketing. It is easier to convey emotion and a message through video. People want to purchase products from a company that they can trust, can relate to, and a company that adds value to their lives.
