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Pictures are no longer enough

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The video content boom.

80% of global traffic on the internet is video, and this is true across all streaming platforms, marketing and entertainment tools and social media.

We like to watch videos every day, several times a day and in a wide variety of formats. 

Videos have almost turned marketing on its head, because nothing works without moving images anymore. This also means changing strategy - which also means putting videos first.

What does “video-first” mean? 

The name says it all, but of course we'll explain a bit more on the outside. Videos are becoming the most important part of the marketing and corporate strategy and - of course, hence the name - come first. This approach applies primarily to social media, but video is also becoming increasingly important as a format on other channels. If you want to know more about the latest video trends, you can find an article on our blog.

However, video-first does not mean that images are no longer important or that companies only have to produce videos. Nor does video-first mean that "mobile first" is ruled out, but only that images alone are no longer sufficient.

"We already rely entirely on videos, so we also have a video-first strategy, don't we?" Not necessarily, there are some differences. For example, the video-first strategy relies on the integration of all platforms so that the videos are shared - in other words, video is not just an issue on social media. You can find out more about the difference in this article.

Why are videos this important? 

We all love watching videos. They are easy to consume, stay in the mind longer than images and text and have one of the highest engagement rates online. Videos are also commented on, liked and shared more often - compared to other media types and formats. 

Videos perform better than any other form of media, including when it comes to engaging the community and sharing information and knowledge. And this is precisely the reason why videos are now so popular. 

Videos can convey information better and more easily, videos can be entertaining - and they appeal to several senses at the same time, so that emotions can be conveyed and the first step towards building a bond and building trust can be taken.

What are the advantages of a video-first-strategy? 

Oh, there are quite a few and we've collected a few for you. Here we go: 

  • Reach new target groups: Anyone approaching GenZ as a new target group should definitely communicate "through" videos. Because no generation "seeks" videos like this one. 

  • Simply authentic: Of course, you can also show a lot in video that is staged - or you can use it cleverly and show yourself from an approachable side and use it to build trust. Nothing is more engaging than a smile at the best-offs behind the scenes. 

  • Selling with stories: Storytelling has never been "easier" than via video - because by appealing to different senses, among other things, it is easier to make the story "visible". 

  • Positive ROI: Everyone wants videos, so it's clear that many companies that have opted for videos have seen a positive return on investment.

The reason for the switch to “video-first” 

Well, I'm sure it's obvious to many - but that's the boom of the TikTok platform during the corona pandemic.

We all had more time and were at home more, so the desire for entertainment, variety and escaping home without leaving the house was greater than ever. TikTok has been around since 2018 and we also have an article about it on our blog, which you can find here. 

In 2021, videos were the most important format in the content strategy - and this has remained the case to this day. Videos have become so popular that other social media platforms have imitated the TikTok style of short videos: Reels on Instagram and also shorts on YouTube.

Are images useless? 

Of course, images are still important - but perhaps no longer the No. 1 format. However, any good content marketing strategy should include variety and offer the community different formats, including image and text content. If you have only relied on images so far, you should take the first steps towards video. Those who already have video should ensure a good mix. Both belong in your own editorial plan, both have their importance and make a valuable contribution to expanding your reach.


The video has to come and the image can now make itself comfortable in second place. We often experience the power of platforms like TikTok - whether it's influencing public events or setting trends, changing strategies or approaches. Videos are the thing now - but we've also learned that you need a good mix of everything, because that's crucial for a good content marketing strategy. 
⁠So we can only repeat that: Anyone who hasn't yet focused on videos should definitely include them as soon as possible. 

You can find out more about trends and other stuff on the Flanke 7 blog. Take a look around.

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