Client spending patterns have been turned the wrong way up by the pandemic—from the demand for jigsaw puzzles climbing 370%, to gross sales of yeast rising greater than 400%, to Peloton gross sales spiking 172%. However it’s not simply the greenback spending that has modified, it’s additionally one other sort of foreign money—our consideration. Particularly, the pandemic has essentially modified how we devour video.
The rise in video consumption.
Video reputation was on the rise earlier than the pandemic—Cisco had already estimated that, by subsequent 12 months, a staggering 82% of all created content material could be video. However the pandemic has accelerated an already ravenous urge for food for video content material. The common U.S. client now pays for 4 totally different streaming video subscriptions. Practically one-quarter of U.S. shoppers (23%) have added no less than one new paid streaming video service because the pandemic started.
It’s not simply the well-established streaming gamers and social media platforms which are seeing elevated traction. Relative newcomers corresponding to TikTok and Instagram Reels are feeding client’s rampant want for video. TikTok’s tidal wave development noticed it practically triple in dimension since 2018, now amassing about 100 million month-to-month lively U.S. customers.
Relatable content material on the rise
TikTok’s rise to international prominence has been pushed by a number of traits. One potent driver has been elevated demand for relatable content material. Because the pandemic unfolded, individuals felt extra snug being their full, genuine selves on social media platforms like TikTok. In line with analysis by World Internet Index, 42% of social media customers agree there’s been much less stress to painting an unrealistic picture of their life on social media. Extra so than earlier than, being relatable is driving clicks and a focus. After being attention-grabbing and humorous, being relatable is the third strongest driver of on-line video shareability proper now.
Person-generated (UGC) content material is a number of the most relatable. A staggering 92% of shoppers belief natural, UGC greater than they belief conventional promoting. Extra persons are creating and importing movies on TikTok and different platforms than ever earlier than. A specific type of UGC has seen an particularly sturdy uptick—micro-influencer exercise. In line with main social media advertising platform Socialbakers, because the pandemic unfolded, prime influencers “had been extra more likely to be genuine, pure sorts who posted extra relatable content material that emphasised real-world human conditions over aspirational and manicured posts.” In distinction to earlier years when mega-influencers and celebrities had been within the highlight, micro-influencers have been stealing the present of late. Greater than three quarters (77%) of entrepreneurs say they wish to work with micro-influencers—those that have 5,000 to 100,000 followers—as in comparison with solely 30% desirous to work with mega-influencers—those that have 500,000 to five million followers—and 22% desirous to work with celebrities —those that have 5 million followers or extra.
Cognitive advantages of video
Binge-watching Netflix is usually related to laziness and emotions of remorse. However, particularly throughout these occasions, video has supplied a number of constructive advantages. Analysis by Google has discovered that “In occasions of uncertainty, digital video generally is a wellspring of positivity”. 79% of U.S. video shoppers surveyed by Google discovered that streaming platforms make them completely satisfied, and produce them pleasure and reduction.
Maybe this wellspring of positivity is driving elevated engagement. In line with analysis by Adobe, video completion charges have been growing since April, altering course from regular declines that started in early 2019. Most (63%) shoppers now say that they at all times or usually end a chunk of video content material from begin to end in a single sitting.
Whereas video content material could be king, not all varieties of content material have gained traction all through the pandemic. As a report by Google explains, the varieties of video content material persons are consuming throughout the pandemic is reflective of how persons are excited about their lives proper now. Practically two-thirds (65%) of individuals say they’re re-evaluating their lives and their targets proper now. And, because of this, they’re trying to video to be taught new abilities. Greater than half of Google’s respondents (58%) reported that they’re utilizing digital video to be taught new abilities.
To make certain, not all media consumption throughout the pandemic has been constructive—removed from it. “Doomscrolling”—studying a protracted stream of unfavourable and miserable headlines on social media—has grow to be a part of our vocabulary because the starting of the pandemic. Fortuitously, it seems that some video content material helps to offset a number of the unfavourable impacts of doomscrolling and different dangerous social media actions by serving to individuals discover positivity and even, paradoxically, serving to them “digitally detox.” Alphabet CEO Sundar Pichai has stated that YouTube views for guided meditation movies elevated by 40% because the pandemic started. And analysis by Google has discovered that viewership of movies associated to “nature sounds” has elevated by 25% as individuals search for calm amid a lot uncertainty and hardship round them. Remarkably, prior analysis has proven that being just about uncovered to nature corresponding to a digital forest can lower stress and rival the advantages of being uncovered to actual nature settings.
The way forward for video
The pandemic has proven us that the way forward for video is greater than about streaming wars. It’s a battle for how you can create content material that empowers viewers to have interaction with relatable content material, stage up their abilities, discover happiness, and quell stress. In all chance, the traits we’re seeing now will without end change the way forward for video.