The Future of Digital Media

Social media is becoming an increasingly more prevalent outlet for digital media. Writers share their work on platforms, and readers search for their news just on their social media – not necessarily on the internet. Digital media on social media provides opportunity for stories to be shared among peers. But there’s more to it than that. In a society where social media is hosting digital media, web videos are becoming an equally important part.

According to a 2013 Insivia study, viewers retain 95% of a message when they watch it in video but retain just 10% when reading the same message in text. Because of this, it’s not surprising that Cisco predicts that by 2022, online videos will make up more than 82% of all consumer internet traffic.

Web videos are important to digital media not just because they’re easier to retain. When I think back to posts I’ve shared online, many of these posts are videos. I’m more inclined to watch a 2-minute video than I am to click on a link that leads me to a story I have scroll through to read. Why?

One of the main reasons that web videos have become more common and important to digital media is because they’re convenient. They’re fast and require little work from the viewer. With one click, the viewer can obtain all the essential information within a short amount of time. People are busy. They don’t necessarily want to read a whole story. They want the information, and they don’t want to have to stop to get it. The video time stamp grabs the attention, the video content is what keeps it.

Web videos have another significant contribution to digital media that goes beyond news stories – human connection. Web videos tell stories in micro moments. They show human experiences, but just the parts that the viewer needs or wants to see. Video storytelling as opposed to written storytelling isn’t just about the words, it’s about the images. These images are powerful, but when combined with words, something else is created. This creation is how connection is formed. Instead of telling a story, the videos show a story. They enhance understanding and interest, simply because of the relationship that develops when the eyes and ears work together. Without the use of web videos, its harder for digital media publication to impact their audience. In a sense, web videos remove the “middleman.” It’s almost as if there’s no creator, no writer like in written pieces, but instead just humans witnessing other humans experiencing happiness, sadness, and everything in between.

In short, it’s much more personal.

One last thing to consider regarding the importance of web videos to digital media is that thanks to social media, live videos are becoming increasingly more popular. When live videos are a part of the media, it opens a realm for two-way conversation. Especially when relevant and local, it provides people the opportunity to instantly build relationships with peers, consumers, or brands.

Web videos are important to digital media, especially news publications, because they quickly spread the word, inform the viewer, gain interest, and build connections and relationships. However, web videos also benefit businesses or people building their brand for the same reasons. They speak to and reach to audiences in ways that words can’t.

There’s a reason that social media platforms are adopting the use of stories, like Snapchat, for their users to quickly upload video captured moments of their lives and why TikTok is becoming widespread. It’s because web videos are important to content. They circulate through social media, are posted on YouTube, or are embedded inside stories and articles.

They’re engaging. They’re a connection. They’re the future of digital media. They’re the future of marketing and branding.

If statistics and logic aren’t enough to convince you, look for yourself. Below is a link to a video from BambooHR promoting their mission for a work/life balance.

Would it have had the same impact if it had been a post of words, not a video? Would you have cared enough to read it?