How Video is Playing New Roles in People’s Lives

The ways people use video in their lives have evolved beyond primetime TV entertainment. According to a study by Google , people are turning to video for three relatively novel uses: reflecting, connecting and learning.

Let’s explore the new ways people are using video in their lives, and how you can tap into these behaviors with your video content.

Reflecting instead of escaping

TV and film have always been excellent vehicles for escapism, allowing viewers to be swept up in the characters and story and not focus on their own lives. Now, viewers are using video to actively reflect on their lives, rather than escape. Half of respondents in the Google study reported using video to give them new perspectives on their own lives. Viewers want to spend their time watching videos more purposefully.

What you can do: Create and share stories that encourage reflection. Share different perspectives from within your community. Show people how they can improve their lives by becoming more organized, more healthy or whatever lifestyle improvement best applies to your brand. Encourage purposeful, meaningful interaction with your content.

Actively connecting instead of passively viewing

Video seems like a one-way connection: the presenter and the viewer are separated by a screen, among many other barriers. However, today’s viewers are using video as a way to connect socially, either to the video’s subject or the community enjoying the video. Consider YouTube personalities and the large fan bases they’ve amassed; these are not one-way interactions, but rather an entire social community around one channel’s content.

What you can do: Create content that makes the viewer feel connected socially to your brand and your subject. Use real customers or employees to add a human element to your marketing. Try popular formats like “day in the life” or “get ready with me” videos that help viewers feel as though they’re interacting with a friend.

Learning about every topic

Educational video is not a new concept, but thanks to the video content boom viewers can find a video that will teach them virtually anything. Google’s study reports four out of five respondents use video to learn new things. Video is a great way for hobbyists and enthusiasts to connect over their shared interests, such as gaming, crafts and more. It’s also a way for novices to learn basics, like how to make minor home repairs or how to perform basic cooking tasks.

What you can do: Create videos that offer educational value to your viewers. How-to videos are a popular format and a great place to get started with your brand’s video content. If there is a community around your product or industry, film a web series on topics your viewers would find informative and beneficial.

The team at Spin Creative is ready to help you create video content that forms meaningful connections with your audience. Say hello !