Why Video Is the Most Powerful Content Format

Introduction

In 2025, video is no longer a nice-to-have. It is the most consumed, most shared and most trusted content format across every major platform. From brand storytelling to product demos, video grabs attention, builds connection and drives action faster than any other medium.

At Novus Nine, we create video content that helps brands communicate clearly, stand out visually and build long-term trust. This insight explores why video is so effective, how it supports business growth, and why it should be at the centre of your content strategy.

Why Video Is So Effective

It captures attention quickly

Video gives you just seconds to make an impact. With motion, sound and visual design all working together, it grabs focus in ways static content cannot. On platforms like TikTok, LinkedIn and Instagram Reels, users expect movement. A strong opening shot can decide whether someone scrolls past or leans in.

It delivers complex messages clearly

A single thirty second video can explain something that might take paragraphs of text. Whether you are launching a product or introducing a service, video gives you a chance to show not just tell.

It builds trust

Seeing a real person speak, watching a behind the scenes moment or hearing a testimonial on camera increases emotional connection. Audiences are more likely to believe and remember what they see and hear in motion.

It improves conversion rates

Landing pages with embedded videos consistently outperform those without. From charities looking for donors to brands seeking signups, adding a video increases time on page, improves understanding and often leads to higher conversion.

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Video Consumption in the UK

The average UK adult watches over one hour of online video per day. That number increases among younger audiences. TikTok, YouTube Shorts and Instagram Reels dominate mobile screen time, while longer-form content continues to thrive on YouTube and embedded in websites.

Video content is also:

• The most shared type of content on social platforms

• Favoured by search engines for visibility

• More likely to show up in rich results, especially with transcripts and structured data

Short-form video is driving much of this growth, but longer content still performs well when there is a clear narrative or value.

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Why UK Brands Are Investing in Video

It supports multi-channel visibility

A single shoot can create a flagship campaign video, behind the scenes edits, reels for social, video stills and testimonial clips. This gives you a consistent look across website, email, social and even paid ads.

It aligns with consumer expectations

People expect to see video now. From product pages to About sections, the absence of video can feel like something is missing. Brands that do not invest in video risk being overlooked.

It boosts SEO

Search engines favour pages with video. Google is increasingly using video thumbnails in search results, and adding video content improves dwell time and page relevance.

It increases retention

People remember 95 percent of a message when it is delivered by video compared to 10 percent when reading text. This makes it an essential part of education, onboarding and brand recall.

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How Novus Nine Helps Brands Use Video Effectively

We do not guess

Every project starts with a conversation about goals. Whether you need awareness, clarity or conversion, we help choose the right format for the job.

We create video that feels human

Our work is rooted in emotion and story. From lo fi social content to high fidelity brand films, everything we produce is crafted to reflect your tone and values.

We make your content work harder

We do not just deliver a video. We deliver versions, cutdowns, reels, testimonials, social edits and thumbnails. You get assets designed for real-world use across multiple platforms.

We track what works

Where possible, we help clients monitor performance. This includes analysing engagement, watch time and conversions to inform the next round of content creation.

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Final Thought

In a content-saturated world, video still cuts through. It is visual, emotional and immediate. When done well, it becomes the most versatile and impactful asset in your marketing toolkit.

At Novus Nine, we help brands make the most of video. If you are ready to build more trust, reach more people and create content that actually connects, we would love to chat.