Why does this happen? This is still a phenomenon today, because video not only captures attention, it keeps it. With the evolution of the user's need for quick content and their diminishing attention span, video has become the most powerful tool for telling stories, educating and converting.

Whether you're a company looking for more interaction or an artist trying to connect with your audience, understanding the prominence of the video format on the web isn't just useful, it's essential. The popularity of this format isn't just a passing trend, it's a reflection of users' changing content consumption habits. In this article, we explore the reasons why video continues to lead the web and its impact:

1. Visual Attraction and Engagement:

Videos have a unique ability to capture the viewer's attention by combining visual, sound and narrative elements. They can convey messages more effectively than text or images. Some studies show that video content generates more engagement on social networks, with significantly higher sharing rates.

2. Increase in Video Consumption:

The popularity of platforms such as Youtube, TikTok and Instagram Reels, has contributed to the rise in video consumption. According to recent statistics, online video consumption is expected to account for more than 82 per cent of all internet traffic by 2025. This demonstrates users' preference for audiovisual content.

3. Versatility of the format:

Video is an extremely versatile format that can be used on different platforms and for different purposes. It can be used for tutorials, webinars, adverts or entertainment. What's more, with the possibility of creating short or long videos, it allows brands to reach different types of audiences.

4. SEO and Visibility:

Search engines such as Google favour content in video format. Including videos on your website pages can improve your ranking in search results, increasing the visibility of your brand or business. In addition, videos optimised with relevant keywords can attract more organic traffic.

In the context of websites, video has become a common and effective practice. This format is used for different types of sites in order to create engagement with users and improve their online experience. Here are a few examples:

• E-commerce: There are numerous e-commerce sites, such as Amazon, which use videos on their product pages to demonstrate the functionality of their products, to understand how they should be used and for consumers to make a more informed purchasing decision - also increasing confidence in the quality of the product.
• Marketing and Branding: Brands often use the video format to create an inspiring concept, to tell the story of their brand and often to appeal to the user's emotions, thus being able to promote themselves in an impactful way.
• News: Sites like CNN use videos on their news pages so that they can complement written content - by showing reports, for example. This allows readers to see a report, an interview or an analysis, providing a more enriching experience.
• Online Education: Online education is probably the content we consume most in video format, because it's from these sites or platforms that we end up watching tutorials or lessons to learn more about certain subjects. This way, we can learn in a visual and auditory way.

In a digital world that is constantly changing and where the user's attention is increasingly disputed, the video format has emerged as the universal language of the internet. It has come to change the way we communicate, how we consume information and how we make decisions online.

Video offers emotion, clarity and impact - all in a few seconds. For brands, content creators and companies, adapting to this reality is more than a strategic choice: it's a necessity. As technology continues to evolve, those who know how to tell good video stories will always be one step ahead.