"In an age where digital noise is overwhelming and attention spans are increasingly fragmented, one medium is rising above the rest: video. Whether it's a 10-second TikTok clip, a concise product demo or an immersive virtual tour, video content is a great way to engage viewers, communicate value and drive growth. For organizations operating in hybrid or remote environments-including higher-education institutions, nonprofits and mission-driven businesses-video is no longer optional. I believe it has become a strategic imperative."
"Consumer behavior has decisively shifted toward video-first engagement. According to Wyzowl's State of Video Marketing report, the vast majority of people have watched an explainer video on a product. In my experience, short-form video in particular-on platforms like TikTok, Instagram Reels and YouTube Shorts-has become dominant, thanks to its low friction and high reach. Platform-wise, video is prioritized by social and algorithmic engines: It generates watch time, shares and repeat engagement."
"Video is not just engaging-it's measurable, and its return on investment is increasingly clear. According to the linked report above, 82% of marketers have said that video increased traffic to their website. This helps make video especially powerful in high-trust, high-stakes industries-like education, enterprise SaaS, healthcare and nonprofit-where decisions carry long-term impact. When people can't physically inspect a campus, a product or a service interface, video becomes their proxy experience."
Digital noise and fragmented attention spans have elevated video as the dominant medium for engagement. Short-form formats on platforms like TikTok, Instagram Reels and YouTube Shorts drive high reach through low friction and compelling micro-moments. Social and algorithmic platforms prioritize video by generating watch time, shares and repeat engagement. Video provides measurable ROI across funnels, with 82% of marketers reporting increased website traffic. Video is particularly valuable in high-trust, high-stakes industries—education, enterprise SaaS, healthcare and nonprofits—where it serves as a proxy experience when physical inspection is impossible. Higher-education institutions use video to transform recruitment and enrollment.
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