Scroll-Stopping Social Media Content: Why Video Is Your Brand’s Best Investment
Written by: Andrew Sommers
You’re scrolling. You see a blurry photo with a vague caption—skip.
Then a talking-head video starts, and before you know it, you’re 20 seconds in.
That’s the power of quality content. Especially video.
Impact of Short-Form Video Content
According to HubSpot’s 2025 State of Marketing Report, more marketers are reporting that short-form video content is delivering the highest return on investment. This isn’t hard to believe if you’ve ever spent any amount of time scrolling on TikTok or Instagram Reels. Short-form video boasts the highest reach and engagement across all platforms, not just because algorithms favor it, but because users prefer it.
Video, whether it’s long-form or short-form, allows your brand to put a face to its name. Rather than using another generic template, stand out from your competitors and put a face to your brand with long or short-form videos. People want to see people, and people = personality and authenticity.
Quality Vs. Quantity
However, it’s also important to emphasize quality over quantity when creating content that people want to see. But what does “quality content” mean?
Now, when we say “quality,” we don’t mean cinematic. You don’t need a fancy camera or a film crew to make content that works. Anyone with a smartphone can record, edit, and post a compelling TikTok video. Quality content is content made with intention, clear messaging, good audio, and a message that speaks to your audience.
If your budget allows, there’s value in investing in stronger video/audio equipment for high-impact content like podcasts, livestreams, commercials, and paid ads. But don’t let a lack of gear keep you from getting started.
Short-Form vs. Long-Form Video Content
Short-form and long-form video content each serve their own purpose, and knowing the strategy behind where and when to place them will help you make smarter decisions with your brand’s time, budget, and message.
To break it down:
Short-Form Video Content: is quick, low-cost, and more grounded and authentic. This should make up a majority of the content you are organically posting on social media.
Long-Form Video Content: is more time-consuming, has a higher initial investment, and is great for YouTube, TV, or paid social ad campaigns, which are places where viewers tend to expect higher quality production.
Finding Your Brand’s Voice
Once you know what format you want and where your content should go, the next big question is: what do we say?
The best social media content starts with understanding your audience. What do they care about? What do they struggle with? What would stop them mid-scroll? The answers to these questions will help guide the kind of stories you tell and the tone you use to tell them.
Here are a few content themes that consistently perform well, especially for local or small businesses:
Behind-the-scenes glimpses – Show the people and processes that make your business work.
Customer stories – Testimonials, case studies, or UGC (user-generated content) that build trust.
Educational tips – Quick how-to’s or explainer videos that position your brand as helpful and knowledgeable.
Trends and reactions – Join trending conversations in a way that aligns with your voice and values.
Authentic moments – Introduce your team, share milestones, or even laugh at the occasional misstep. Real beats perfect.
You don’t need a perfect script, just a clear idea, a little creativity, and the confidence to show up. Start with what you know, speak in your own voice, and always focus on providing value to your audience.
Why Authenticity Wins
Quality content isn’t about perfection, it’s about connection. Especially in video, where your voice, tone, and presence shine through. Whether you're creating quick Reels on your phone or investing in a full production shoot, the most important thing to remember is that your content needs to feel real, relevant, and resonate with your audience.
Social media moves fast. But the brands that win aren’t the ones shouting the loudest, they’re the ones showing up consistently, telling meaningful stories, and building trust with every post.
In a world where every brand is battling for a few seconds of your attention, the ones that stop the scroll and start a conversation are the ones that win. And it starts with creating content that truly connects.
Want help crafting content that connects?
At Six Media Marketing, we help brands turn strategy into scroll-stopping creative. Let’s make your next post your best one yet. Click here to get started.
