Since changes to the Meta monetisation model last August, many social publishers have been rethinking their video strategies. While viral clips still have their place, there’s a growing demand for real-world stories that hold attention and drive meaningful engagement.
One of the key drivers of shareability is Story, content wrapped in a narrative that people can follow and retell. Publishers also consistently tell us they are looking for clips with a clear “watch-till-the-end” moment that stops users from scrolling. Meta has said that completion, videos watched to the end, contributes towards monetisation.
With competition for attention higher than ever, the most valuable submissions today often share a few common traits:
A clear story arc – a beginning, middle, and payoff
Original, authentic footage of real-world moments
Length of 30 seconds or more, giving the story time to unfold
A moment of suspense, drama, or the unexpected
Here are two recent examples of videos that tell very different stories but meet the criteria of the type of videos our customers are buying: 858113 and 853069.
In short, it’s not just about capturing something unusual; it’s about capturing the story around it. When a clip makes viewers curious about what happens next, they’re far more likely to watch, share, and engage.
