PRESS RELEASE: One-off content dying as Queensland brands shift to long-term video assets

Brisbane, QLD – 16/02/2026
In the past few months, Queensland businesses have been moving away from short-term, high-volume social media content and investing in long-life video assets that support sales, branding and client conversion, according to Brisbane creative director Jakob Quinn.

The shift marks a significant change from the past few years, where rapid-fire 30-60 second reels and short-form output dominated marketing strategies.

Quinn, director of Brisbane-based production company Unreal Media, said more businesses are prioritising evergreen content that can be used across multiple stages of the customer journey, not just for public marketing.
“For a period, the focus was almost entirely on high-volume social content,” Quinn said. “Now we’re seeing a return to videos that are built to last, pieces that tell a story, position the brand properly and can be used for years. To be honest, that’s where we want to be as well, it’s much more enjoyable to create something now.”

Video now used beyond marketing
Quinn said many of the most valuable videos being produced today are not always publicly visible.
Instead, they are being used in:
Proposal and quoting processes.
Investor and stakeholder presentations.
Recruitment and onboarding.
Sales meetings and landing pages.

“Some of the most heavily used content never gets posted online,” he said. “Businesses are using video as a conversion tool, something that helps them win work, not just generate views.”
A move toward long-term brand assets

The trend reflects a broader shift in how growing companies view content investment, with a stronger focus on:
Brand positioning.
Trust and authority.
Consistency across platforms.
Long-term return on investment.

Rather than producing one-off videos to “test the waters”, businesses are developing structured content libraries that support their growth over time.
“The brands getting the best results aren’t thinking campaign-to-campaign anymore,” Quinn said. “They’re building a bank of strategic assets they can use across their entire sales and marketing process.”
Standing out in a crowded market
With competition increasing across most service-based industries, Quinn said high-quality video is becoming a key differentiator during the decision-making phase. Especially because most companies can now whip up quotes/proposals with AI, a video seriously stands out.

“When two companies are being compared, the one that communicates its value clearly and professionally has a major advantage,” he said. “That’s where long-form, story-driven content is making a comeback.”
Industry observers expect the shift toward evergreen video assets to continue as businesses place greater emphasis on brand, trust and conversion, not just reach.

Media Contact
Jakob Quinn
Director at Unreal Media
[email protected]
https://unrealmedia.com.au/