The ‘new normal’: Online video comes of age and how brands can benefit

Jennifer Quigley-Jones, CEO and founder, Digital Voices

 

The coronavirus crisis is having as dramatic an impact on our media consumption, as it is on every other aspect of our lives. it has also acted as a catalyst to speed up the development of emerging trends in our viewing habits.

In this ‘new normal’ we are spending far more of our lives digitally and with online video, a medium that has gained a huge amount of traction. People have more time on their hands and are embracing its immediacy and ability to provide vital connection during a time of social distancing. Many brands will be adjusting their thinking to engage with the medium and its messengers, in the form of influencers.

Online video consumption soars

We remain in quarantine and restricted living phases, with social distancing likely to continue in some form for the foreseeable future. For at least the next few months, many more people will be working from home and spending vast amounts of time-consuming online content. Unique users of websites are soaring and many people who may have previously spent less time on social media platforms are flocking back to them. 

As a nation we are consuming more video content in general. According to GlobalWebIndex, 38% of people are now watching more online video as a result of coronavirus. We are gravitating towards platforms that produce useful and relevant content, as well as looking for entertaining escapism. From fitness videos on YouTube to listening parties on Facebook Live to dance-offs on TikTok, online content creators are able to get to market quickly and react to consumer needs. 

The immediacy of our times
The immediacy of these platforms reflects the immediacy of our times. Consumers are using these platforms to provide different ways of servicing their needs. YouTube has become the platform of choice for relevant news, information and education relating to the virus and how to cope. Website visitors are up 15.3% overall, according to The New York Times. 

Meanwhile, users are turning to Instagram or TikTok for positivity, humour and entertaining content. Instagram has 22% more impressions and TikTok has seen a 27% increase in engagement, according to Obviously. 

The key difference between social media platforms and television is, of course, the ability to quickly react to the unfolding news and produce tailored content. In comparison traditional broadcast has been left looking a little flat footed. Pre-made ads still showing weeks into lockdown feature people in crowded restaurants or on holiday. In the fast-moving world we live in these quickly felt incredibly dated. Even events like the One World Together at Home Concert were filmed and live streamed online first, before being shown on television.

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