We’re creating more short-form videos for clients this year than ever before, and it’s easy to see why. People would rather watch than read on social media. In the last few years, Instagram Reels, YouTube Shorts, and TikTok have become the main way people discover brands, learn new things, and decide what’s worth their attention. According to Google, 81% of U.S. viewers say YouTube creators help them research or discover new products.
And creating video has never been easier. Your smartphone can shoot decent-quality footage, and tools like SoraAI can generate entire clips in minutes. The downside is now everyone is pumping out video content…and most of it is bad.
That’s where the real opportunity lives. People are watching billions of hours of short-form video every day, and the ones that stand out feel real and intentional. Good video doesn’t happen by accident. It starts with knowing who it’s for, what you want to say, and how you’ll get it in front of the right people.
Everyone’s Watching (and the Numbers Prove It)
Google recently shared that YouTube Shorts now earns more revenue per watch hour than traditional in-stream videos. As platforms lean harder into short-form content, marketers are following suit. Nearly 30% plan to double down on YouTube, TikTok, and Instagram video in the year ahead, according to HubSpot’s 2025 Social Media Trends Report.
Short-form video works because it fits how people actually scroll. It grabs attention, holds it, and keeps them engaged. Viewers turn to video for quick answers and proof that a brand or product delivers. It’s a way to meet them where they are with content that feels relevant and real.
Video is one of the fastest ways to build trust. Seeing a real person on screen feels more human than reading a block of text, and that authenticity is what makes it work. According to HubSpot, 76% of marketers say low-production, genuine videos outperform polished, high-budget ones. The best videos don’t look like ads. With a clear strategy behind them, they drive stronger awareness, engagement, and conversions than static posts alone.
Good Video Starts Before the Camera Rolls
It’s easy to jump into video because it feels like something you’re supposed to do. But filming just to check a box won’t get you anywhere. You need to know the story you’re telling and who you’re telling it to.
Every strong video starts with clarity about your audience, your message, and the feeling you want to leave behind. What do you want people to remember? What do you want them to do next? When you know that, you can make content that actually connects instead of just taking up space in someone’s social media feed.
The right creative partner can help you define your goals, shape stories that strengthen your message, and build content that works across platforms and campaigns. They also understand how those platforms work. A good partner knows what the algorithms prioritize, which formats perform best, and how to draw on experience from other projects to know what resonates and what falls flat.
Plan for What Happens After “Post”
A good video is only the beginning. Without a plan to share and reuse it, even the best story can disappear into the endless scroll, never to be seen again.
The brands that get the most out of video treat it as part of a bigger ecosystem, not a one-and-done post. It ties into your social strategy, integrates with your website, supports paid campaigns, and keeps driving engagement long after you go live. Marketers who build video into broader campaigns see conversion rates 34% higher than those who don’t, according to the Aberdeen Group.
When you plan for what happens after the shoot, video becomes a content engine. A single interview can create months of content for TikTok, Reels, or LinkedIn. This month’s event video can become next month’s ad creative. A testimonial can pull double duty on your website and in email. Strategic promotion and repurposing keeps your message alive, extends your reach, and maximizes your investment.
We’ve seen it work firsthand. A two-day shoot for a client highlighting Delaware’s creative economy turned into seven story videos and dozens of clips that filled their content calendar for months. Those videos were repurposed everywhere—email, web, events—and kept performing long after the shoot days wrapped. When you plan with distribution in mind, one production can keep working for you again and again.
Lights, Camera, Strategy
Filming is the easy part. Getting people to care takes planning and strategy. At First Ascent, we help clients create short-form video that connects, converts, and keeps working long after the shoot wraps.
You’ve got stories worth sharing. We can make sure they get the spotlight they deserve.