When you think of the role video plays, what do you typically think of? Is it something that entertains? Provides escapism? Or informs? Traditionally, the medium has fulfilled all of those roles but new research carried out by Google and one of the world’s largest media agencies has uncovered something else; the way we consume video, and the role it plays, is changing.

Behavioural trends are shifting and video is now playing an increasingly broad range of functions within the modern digital marketing landscape. As Google says, “We found that people are using short-form and user-generated content to fulfil needs and states of mind not previously associated with video: reflecting, connecting, and learning.”

Video for reflection

According to the search engine’s findings, YouTube viewers are increasingly seeking out short form videos to assist in deeper personal reflection. Over half of viewers say they’re looking for more meaningful videos to help them take a new perspective on their life.

One such example of this deeper reflection can be seen in the ‘My Quiet Time’ user-generated series of videos which simply show people studying the bible and allowing others to share in that quiet time. This type of video has grown in popularity by 80% in the last 12 months.

Connecting and understanding

Video as a means of connection is a second new trend identified by the Personal Primetime study and goes hand-in-hand with seeking a better understanding of others. Over half of viewers say that watching video can be socially fulfilling as it allows them to better understand and connect with others. Google gives the example of the booming ‘Day in the Life’ YouTube series, which so far this year has seen more than 50,000 videos uploaded by people from all walks of life, sharing the details of a typical day. This kind of video is clearly a new phenomenon and a great example of how video consumption is changing.


Video as an educational tool isn’t a new concept but it is a usage that we have seen explode in popularity as the video format itself comes of age in the digital space. 4 in 5 viewers say they turn to digital video to help them learn how to do something, whether that’s grill a piece of meat on a BBQ, change a plug or learn more about a particular topic, such as art history, a particular country or prominent public figure.

Clearly the way that video content is being consumed, and the reasons viewers turn to digital video, is changing. That change of behaviour means the way you create video content for your brand must change too. If you need help exploring this topic further, contact the digital marketing experts at Adrac today.


Author Rebecca

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