Why Brands Are Switching to Social-First Video

The way we consume video has changed. If your brand’s still making long, painfully scripted videos just for your website or YouTube, it might be time for a rethink. Today, when we think about video in a marketing strategy, social media videos take centre stage, content created specifically for platforms like TikTok, Instagram Reels, YouTube Shorts and LinkedIn.

In this blog, we’ll break down why brands are shifting to social-first video, what sets it apart from traditional video production, and how a social-first video production company can help you stay relevant, grab attention, and drive results.

What Is Social-First Video?

Put simply, social-first video is content designed with social media platforms as the priority, not an afterthought. It’s fast, punchy, optimised for mobile, and made to grab attention in seconds.

Think less "Let’s repurpose our brand video into a few clips.", and more "Let’s create content that people will actually stop and watch on TikTok." In this case, being “cost-savy” will likely lead to one thing… flopped content.

Social-first video is built for scroll-heavy platforms. The tone is more human, less polished. It’s vertical by default, shorter in length, and often more reactive, whether that’s hopping on trends or showing behind-the-scenes moments.

Since it’s made with social in mind, it’s not just about looking cool, it’s built to play nicely with the algorithm and actually get seen

Why Are Brands Making the Switch?

1. Because Social Is Where the Attention Is

According to Datareportal (2024), the average person spends over 2.5 hours a day on social media, and most of that is watching video. TikTok, Instagram Reels and YouTube Shorts are where people discover new brands, learn, laugh, and make buying decisions.

If your video content isn’t built for those platforms, you’re missing out on massive reach and visibility.

2. Because Traditional Video Doesn’t Always Work on Social

There’s still a place for high-end, cinematic brand videos, but they don’t always translate to TikTok or Instagram. Why?

• They’re too long
• They’re not mobile-optimised
• They feel too polished (and less relatable)
• They don’t hook the viewer in the first few seconds

Social-first video is tailored for fast, mobile consumption, and the content feels more authentic. That doesn’t mean it’s low quality, it just means it's platform-appropriate.

3. Because Engagement Matters More Than Aesthetics

It’s not always the most beautifully produced video that goes viral. It’s the video that’s clever, useful, funny, or emotionally engaging. Social-first video puts the audience first, and actually addresses what they care about, what they’re curious about, and what makes them stop scrolling.

Don’t let your brand’s ego get in the way. It’s about relevance, relatability, and real value.

4. Because It Converts

Video content made for social platforms doesn’t just get watched, it gets people to take action.

Whether it’s saving a product, sharing a tip, clicking through to a website or making a purchase, social media video drives conversions. According to Wyzowl's 2024 State of Video Marketing Report, 89% of marketers say video gives them a good ROI, and social media video is one of the top-performing formats.

When the video is made with a social-first mindset, keeping platform trends, captions, length, and viewer habits in mind, it’s far more likely to convert.

What Does a Social-First Video Production Company Actually Do?

Here’s the difference between a traditional production agency and a social-first video production company:

While a traditional team might create one long-form brand film, a social-first team thinks in terms of content ecosystems. One shoot can become:

• Multiple short-form videos
• BTS clips for Instagram Stories
• TikToks that tap into trending audio
• Educational Reels for FAQs
• Snappy product demos
• UGC-style storytelling

It’s about editing content to maximise value and creating content that’s made for each platform, not retrofitted afterwards.

A social-first video production company will:

• Understand platform trends and formats
• Think content-first, not campaign-first
• Use creative strategy, not just visuals
• Collaborate closely with social media managers to ensure the content is usable, shareable, and repurposable
• Prioritise speed, getting videos out while they’re still relevant

They don’t just hand over a video file, they deliver assets that fit the real-life demands of social media marketing.

Who Is Social-First Video For?

Almost every brand that’s active on social media can benefit.

It’s particularly impactful for:

• Ecommerce brands (product demos, tutorials, reviews)
• Lifestyle & fashion brands (styling tips, UGC-style content)
• Service businesses (bite-size education, testimonials)
• Startups and scale-ups (cost-effective, high-impact content)

Whether you want to grow your following, build trust, or boost sales, social-first video is the format people are actually watching and acting on.

What Makes Great Social-First Video Content?

It’s not about viral stunts or chasing every trend. The best social-first videos usually have:

• A strong hook in the first few seconds
• Captions or on-screen text (most watch without sound)
• A clear message or takeaway
• Vertical format
• Platform-aware creativity (using trending audio or formats where it fits)

You don’t need a huge budget, but you do need the right strategy and approach (And the right team to help).

The Shift Isn’t Coming. It’s Here.

If your brand is still treating social media as a secondary output for your video content, it’s time to flip the script.

Social-first video isn’t a trend, it’s the new standard. It’s where audiences spend time, where algorithms push content, and where businesses see the biggest ROI.

Working with a social-first video production company is essential.

Need Help Creating Social-First Video That Works?

We work with brands to create bold, scroll-stopping video content built specifically for social platforms, with strategy, creativity and performance in mind.

Get in touch today.