91% of marketers say video has helped increase traffic, and 89% report videos convinced customers to buy. Australians spend an average of 45.8 minutes daily on TikTok, with Instagram Reels receiving 17.6 million viewing hours daily.

Short-form video content continues to dominate social media in 2025. Platforms like TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels are where your audience spends most of their time.

Why video works:

Captures attention faster than text or static images. Boosts engagement and sharing. Humanises your brand through authentic content. Drives higher conversion rates.

However, blindly following trends isn’t the strategy. Focus on creating videos that educate, entertain, or inspire your audience whilst addressing their pain points. Behind-the-scenes content, how-to guides, and customer testimonials perform exceptionally well.

Tips for Australian businesses:

Keep videos short (15-60 seconds). Hook viewers in the first 3 seconds. Add captions (many watch without sound). Use trending audio strategically. Show your personality and brand values. Include clear calls-to-action.

The shift isn’t just about TikTok. LinkedIn, Facebook, and even X (Twitter) are prioritising video content in their algorithms. Instagram’s algorithm heavily favours Reels over static posts.

User-generated content (UGC) is 2.4 times more likely to be viewed as authentic than brand content. Encourage customers to create videos featuring your products – 82% of consumers are more likely to purchase after seeing UGC.

Don’t let production quality stop you. Audiences prefer authentic, raw content over overly polished ads. A smartphone and good lighting are enough to start.