Do you feel like every time you check one of your social media accounts, you see more video than text, especially in brand advertising? Obviously, when you go to YouTube, you expect to find video, and sure, Instagram and Snapchat were built on video from day one, but what about Twitter? Facebook? Even LinkedIn is making it easier to add video to posts and articles.

Well, it’s not your imagination—and it’s about to get worse (or better, depending on your perspective). In her annual “Internet Trends Report,” Queen of the Internet Mary Meeker calls out the increasing use of video across all social media platforms as one of the trends to watch. Instagram, Pinterest, Twitter, Facebook; no platform is immune. In fact, Meeker notes that, Facebook Stories is gaining particular traction and, in 2019 to-date, more than half of all tweet impressions were images, video, or another form of media.

What’s driving this video volcano? In the short term, engagement is the goal, but long term, it’s all about that famous line from the film, “Jerry Maguire”: Show me the money! According to Wyzowl’s “State of Video Marketing 2018” report, 81 percent of businesses are already using video as a marketing tool. And if you’re wondering why, just check out these other data points from the report: 80 percent of marketers say video has increased dwell time on their website and 76 percent say video has helped increase sales.

Communications and media professionals will have to catch up quickly, and media brands may even find that they can use video to reverse or at least stem the subscription bleeding. Digital media sites are no different than other brands in terms of the benefits of site stickiness and revenue bumps they can experience thanks to video. Just like other brands, media brands should embrace Facebook Stories and capture their share. Each individual media brand will need to determine its own comfort level with posting smartphone videos taken by a member of the public, but as we’ve seen, the viral value of those videos cannot be ignored: Humans love a good train wreck and we just can’t look away.

What do you think about the video trend? Do you love it or hate it? I’d love to hear from you!

“Things to Consider For Digital Video Advertising” by Shayne Winstead is licensed under CC BY-NC-ND 4.0