Video engagement has declined annually for four years running, with last year marking the steepest drop yet at 7%. For a video agency, that might sound like bad news to open with.

It isn’t. Here’s why.

Lies, Damned Lies, and Statistics

The apparent paradox: despite falling engagement rates, overall video consumption is still growing. More video is being watched, but less of each video is being watched.

The combination reveals something useful. As video supply expands and viewership increases, audiences are becoming more selective. Not less engaged — more discriminating.

Think of it like a bookshop. A single book in a waiting room gets read cover to cover. A bookshop full of options leads to skimming summaries without purchase. Increased choice sharpens the filter.

Why This Is Good News

Higher selectivity creates two challenges: intensified competition, and pressure to earn engagement. But it also creates an opportunity — one that most regulated firms are uniquely positioned to take.

The feeds are full of content that provides no value. AI-generated filler. Performative thought leadership. Recycled case studies. In that environment, organisations that actually know something — and share it clearly — stand out immediately.

Regulated firms in healthcare, financial services, veterinary care, and technology have considerable expertise that their audiences would genuinely value. Most of that knowledge is sitting untapped because of compliance concerns or creative hesitancy.

The Strategic Reframe

The question most video briefs start with: “How can we benefit ourselves?”

The question that produces better content — and better results: “How can we provide genuine value to our audience?”

The reframe changes everything: tone, format, contributor selection, topic choice. And the results follow.

Practically, this means:

  • Teaching something useful — share expertise your audience genuinely needs
  • Solving real problems — address the specific challenges your audience faces
  • Answering relevant questions — what does your audience actually want to know?

“How To” videos consistently lead on engagement, achieving 77% engagement rates when kept under three minutes. They work because they do all three of the above simultaneously.

When direct educational content isn’t the right fit, compelling storytelling — authentic stories from real contributors — serves the same viewer-first purpose.

The Underlying Principle

Engagement concerns diminish when the content earns attention. You can’t optimise your way to that — you have to create something worth watching.

Video that provides genuine value to the viewer will always outperform video that exists to serve the brand. The good news for regulated firms: you have more to give than most.