Video Content Continues to Drive Strong Engagement in Early January
Recently, video content has continued to drive strong engagement in early January, extending momentum from the post-holiday period. With audiences returning to regular routines while spending more time on digital platforms, video formats are consistently outperforming static content across awareness, engagement, and conversion metrics.
Key Developments
Post-holiday viewership typically remains elevated in early January as consumers have more discretionary time and new devices. This creates favourable conditions for video consumption.
Short-form video formats are maintaining particularly high engagement. Platforms optimised for fast, mobile viewing continue to surface video content more prominently in feeds.
Brands are also seeing stronger performance from explainer and product-led videos, supporting both discovery and purchase consideration during this period.
Industry & Expert Context
According to recent reports, video remains one of the most influential content formats in digital decision-making. A significant share of consumers report purchasing products after watching brand videos.
Industry studies show that video content supports the full funnel, from brand awareness to lead generation and direct sales. YouTube, in particular, plays a key role in product research before purchase.
At the same time, sentiment around authenticity is shaping strategy. Surveys indicate that many users remain uncomfortable with AI-generated influencers, preferring human-led storytelling and real experiences.
Why This Matters
That video content continues to drive strong engagement in early January has implications for both marketers and platforms. Early-year campaigns benefit from higher attention without peak-season competition.
Human-centred video content builds trust at a time when audiences are making new purchase decisions and setting goals for the year. Authentic storytelling performs better than overly automated or generic creative.
For businesses, video’s sustained engagement improves ROI efficiency, helping justify continued investment beyond traditional campaign cycles.
What Happens Next
Video is expected to remain central to marketing strategies throughout the year, with continued growth in short-form and mobile-first formats. Platforms are likely to further prioritise video discovery.
Brands may increasingly balance AI-assisted production with human creators to preserve authenticity while maintaining scale. Community-focused storytelling is likely to gain more prominence.
As measurement improves, video’s role in attribution and performance tracking will continue to expand.
Final Takeaway
Video content continuing to drive strong engagement in early January reflects deeper shifts in consumer behaviour, not seasonal anomalies. Audiences consistently turn to video for learning, discovery, and trust-building.
Industry observers, including Digilogy, continue tracking how video performance, authenticity, and platform dynamics shape marketing effectiveness across the year.
