Video Innovations: Winning over the next generation

If we take a look at modern marketing we'll see that there are a few trends that are dominating. AI and sustainability hold their own as emerging trends that will likely grow more important in 2025. However, one specific trend we would like to cover is a heavy reliance on visual content. Video innovations, particularly short storytelling videos, are increasingly captivating Millennials and Gen Z. And, while we all have a clue as to why visual content is so effective, we often overlook the underlying reasons that can be surprisingly deep. Well, let us take a more in-depth look at why and decipher once and for all the domination of video content.

Video content vs commercials

Using videos in marketing is hardly a novel idea. If we take a quick look back, we'll see that TV commercials are essentially short, entertaining videos that serve to promote a product or service. And while there are some commercials that we still fondly remember (think of Coca-Cola vs Pepsi ad wars) most have fallen into obscurity. Nowadays, we tend to perceive commercials as intrusive, annoying, and obnoxious. So much so that one of the ways in which publishers have monetized their content is that they provide an option where users can pay extra just to avoid ads (YouTube Premium, Hulu, Disney+, Spotify, etc.).

On the other hand, social media is filled with short videos that often promote a product or a service. And we are more than ready to spend hours scrolling through them without a moment of pause. So, what makes these videos so alluring that we spend a large chunk of our day viewing them, while on the other hand, we are willing to pay extra to avoid ads, which are essentially short videos? Well, there are a few factors.

At the viewer's leisure

The first notable difference between commercials and short videos is that we view the latter at our convenience. If you were watching a movie, and suddenly a TikTok video was forced onto you, you would likely find it annoying. But, since we view TikTok when it suits us, we don't find it annoying or intrusive.

Authenticity and relatability

In their infancy, commercials might have passed as the brand's honest try to reach their audience. Yes, they were sometimes quirky or pushy with their message, but the audience found them informative and valuable. In the modern day and age, this is far from the case. Commercials are essentially seen as brands attempting to take up your time to brainwash you into doing business with them. As such, it is hardly a surprise that people pay platforms to avoid looking at them.

Because they've grown up with commercials, modern generations value authenticity over polished, corporate-style content. Short storytelling videos that feature real people, relatable scenarios, unfiltered moments... These are videos that go viral, or at least find a viewership.

Personalized experiences

A fairly common thought that people have when viewing commercials is "How does this concern me?". After all, no commercial is made for everyone. All good marketing is targeted. And brands will inevitably annoy some of their viewership by pushing ads that have no relation to the viewer.

Well, this is hardly an issue with short video content. AI-driven algorithms curate short videos so that they align with viewers’ interests. This creates highly personalized experiences where users have their own feeds and can quickly skip content that doesn't interest them. This keeps these audiences hooked and returning for more. And it gives brands a seamless way to reach the viewers that will find them interesting, while not annoying those who won't.

Community building and participation

An often overlooked aspect of short videos, especially those on social media, is that they are easily sharable. If you find a video that you like, or you feel that your friend would like, you will be able to share it with a click or two. Meanwhile, commercials aren't as easy to share. If you view an interesting one you would have to go out of your way to look for it on a video platform like YouTube. Then you would have to share the video through a third-party messenger app. This takes you away from what you were looking at before, which is pretty much a dealbreaker for casual content sharing.

But, because they are so sharable, short videos help users build a sense of connection with one another. Sharing videos has become a common pastime for users of all ages. Be it with family or friends, we seem to love sharing something that makes us laugh, think, or feel in a certain way. This, as it turns out, also goes for product or service promotions that we find interesting. This digital word-of-mouth marketing can do wonders as people who will actually find the promotion interesting will view it.

Unintended time sync

The way in which we approach content consumption has also contributed to the popularity of short videos. Before phones and social media, we used to sit in front of TVs to consume content (TV shows, movies, sports, etc.) What's important to note here is that we would make the decision to sit and view the TV show in its entirety. We would commit a certain amount of time to watching the TV. Ads were therefore designed to steal a moment out of our time dedicated time and to, hopefully, manage to sell us on something.

Modern content viewership is mostly us stealing time from ourselves. Few actually sit down and say "I will now scroll through social media for 2 hours." In our minds, we likely only intend to watch a video or two. It can be a break during work, a quick check while watching something on TV, or a quick rest while we clean our home. Before we knew it, we spent an hour mindlessly scrolling through our feed.

If we have this in mind, we get a further explanation as to why we find ads annoying and short videos appealing. If we are only willing to commit to a short break during the day to view social media, a commercial will be annoying as it yanks us out of our experience. Even if we spend two hours scrolling through social media, a commercial (especially one that we don't find interesting) will bring us back to reality and likely remind us how long we've been mindlessly scrolling. Meanwhile, a commercial on a TV does no such thing. Especially, if we are stealing time from ourselves to watch TikTok, we don't want a third-party agent to remind us of it and then steal extra time from us

Visual and narrative appeal

Another aspect that makes short videos so alluring is that they are quite receptive to visual storytelling. With commercials, you usually have to condense things down to fit a short format. Meanwhile video content doesn't have to fit any sort of format. They can be as long, or as short as you need them. A fairly common practice to use multiple short videos in succession in order to tell a comprehensive story. When used properly, short videos can evoke curiosity, excitement, or empathy in a compact format, which resonates deeply with audiences accustomed to high-impact visuals.

Integration with e-Commerce

Lastly, it is important to note that short storytelling videos increasingly incorporate shoppable links, product showcases, and call-to-actions. This seamless blend of entertainment with commerce makes videos far more effective not only in engaging users but also in converting them into shoppers. This seamlessness aligns with the shopping preferences of modern shoppers, who value quick and convenient online purchasing. Meanwhile, a commercial really has to heavily engage you for you to go out of your way to research what they are selling.

Technological video innovations to look out for

Now that we have a better understanding of why short videos have become so popular, let's take a look ahead. 2025 promises a lot of innovation in IT, many of which relate closely to video content. The way we create, consume, and interact with visual content is all likely to change in the foreseeable future, and it is best to keep track of the developing trends to stay ahead of the curve. Here are some key developments to watch.

AI-Generated video content

As of writing this article, AI-generated videos are seen merely as fun bits of novelty. It is easy to find interesting reimaging of old movies in modern styles or make creative jokes through AI images. But, don't be fooled. The rise of generative AI is enabling the creation of highly realistic video content without traditional filming. Companies like Synthesia have pioneered platforms that allow users to generate video avatars for corporate communications, eliminating the need for cameras or actors. Synthesia's recent $180 million funding round, leading to a $2.1 billion valuation, underscores the growing significance of AI-driven video solutions.

In practice, this means that we will see a notable increase in high-quality AI videos. Whether or not this is good is up for debate. Now, AI is a tool for video creation to make quality videos more effectively. It is likely a question of time when and how much AI will be able to function without the input of a trained visual artist.

Advanced smart glasses

Another technology that is on the rise, although not nearly as popular as AI, is smart glasses. This market is evolving, with new models offering features like heads-up displays and built-in AI assistants. At CES 2025, devices such as the Rokid Glasses showcased discreet displays for applications like real-time translations and teleprompting. They are one step further towards more practical and wearable AR solutions for everyday use. While VR sets will likely find their use in immersive experiences and video games.

Immersive TV technologies

Speaking of immersivity, television technology continues to advance with innovations in display and audio capabilities. A great example of this is Panasonic's Z95B OLED TV, highlighted at CES 2025, which offers enhanced visual and auditory experiences. This reflects the overall push towards more immersive home entertainment systems and an exploration beyond VR sets.

High-Speed video processing

AI won't only serve to generate videos, but also to help us process them. Advancements in AI optical hardware are enabling real-time understanding of high-resolution hyperspectral video at unprecedented speeds. With this technology, users will be able to process complex visual data at incredible speed. This opens up new possibilities for applications requiring swift video analysis. For instance, it allows for seamless translation and context description thus broadening the brand reach. It also allows users to verify information in real-time and ensure that what they are viewing is properly presented.

Final thoughts

Now, let's try to wrap our heads around the ongoing trends and technologies. Whether you are a publisher, an e-commerce brand or you simply want to find an online audience, you will need to rely on visual content. The only question is how. Modern video innovations are continuously opening up new ways in which it is possible to reach an audience. And the ongoing trends have set certain standards that you ought to understand and adhere to.

What we would advise is that you take your time and keep yourself up to date. Grow to understand your brand and how it fits in the online landscape. We've all seen how well-crafted, attention-grabbing content can bring new viewers and keep old ones engaged. What's important is that you develop a style of your own and maintain it, regardless of the technology or strategy you choose to use. And, remember, StorifyMe is here to help you every step of the way.