The golden age of video

Published: May 2022

The evolution of video in a digital world

Over the last 25 years, advancements in technology and virtual habits have changed the way we interact with each other and our devices. Throw a global pandemic into the mix that forced the entire world into hermit mode, and the evolution of technology and the way we use it skyrocketed. With everyone relying solely on screen time for human connection, it’s no surprise that the golden age of video became, well… more golden. But what does all this change mean for developing video content? Well, the way we interact with video is changing, and we have to be ready.

This is a huge 19% increase from 2019. But… why? The true digital natives, Gen Z are starting to trickle into the consumer market, bringing with them a deep connection with social media, smart devices, the Internet of Things, constant connectivity, and on-demand video. With the new generation comes the rise in TikTok’s, YouTube content, and Instagram reels, causing a ripple effect for video content delivery, and pushing the boundaries daily. The internet has been labelled the drug of the new millennium.

It’s not just the young ones that are consumed by videos either...

Statistics show that in-home media consumption is increasing across all generations. With videos becoming very much the frontier of B2E marketing, the global impact is huge. But why is video at the top of the virtual food chain? Well, to start with, no other medium has the ability to include text, photographs, links, podcasts, music, and moving imagery. It’s eye-grabbing, it combines multiple senses, it’s content agnostic, it’s digestible and most importantly – it’s a powerful storytelling delivery system. Research shows the average viewer remembers 95% of a message when it’s told over video, compared to just 10% when read.

But is the golden age of video changing?

In short, yes. Content is king, and the growing compulsion by consumers to share, both online and offline is undeniable. The influence of amateur video creators on platforms like YouTube and TikTok is generating millions upon millions of views each month and is changing the way consumers watch videos. However, there is one core reason why video remains so popular. People like connecting with people, they like feeling emotionally involved and immersed in a scenario or story. There’s a reason that YouTube, the ‘true snapshot’ into people’s personal lives, has become so popular with Gen Z. Even Google is starting to see a preference for videos and podcasts, making it the perfect choice for localisation.

One key lesson we learned from our Google Cloud Coffee Morning campaign, is that while the video delivery platforms change and the way videos are shot changes, how people tell the story remains core. People don’t want to see the technical elements of a coke can and the ingredients in HD, they want to see how satisfying it is to drink after a long walk on a hot day.

Whilst video remains a key priority for content creators and experiential planners with regard to usage and spending, we must remember to connect with our audience in an emotive way, and tell our story, uniquely. These micro-moments are the new battleground for minds, wallets, and hearts, and are to be considered carefully. Here's one to consider... if video is king, where does that put holograms? Check out our views on the future of holograph technology...