Over the coming weeks we'll be outlining our top 9 video trends for 2023. Today, we begin with our first trend, 'The Importance of Interactive Video For Remote and Hybrid Work', and how it will continue to help transform businesses around the world.
What is it?
Digital fatigue is a phenomenon that describes the mental and physical exhaustion that can result from prolonged use of digital devices, such as computers, smartphones, and tablets. In today's digital age, and as a result of the pandemic causing a huge increase in screen time as a way communicate with our families, friends, co-workers, partners and customers via a variety of video conferencing tools, people are spending more time than ever in front of screens. This leads to a host of negative effects, including eye strain, headaches, and most importantly difficulty focusing on the message your brand is trying to convey. This is where video comes in as a powerful tool for combatting digital fatigue when done in interactive, creative ways which is why it’s one of our top trends for 2023.
Video and screen time has become a part of our daily reality. A negative impact this has had is that our attention spans are waning by the year. According to a study recently commissioned by Microsoft, the average human attention span has now dropped to a meagre 8 seconds – shrinking by nearly 25% in the space of just a few years. One of the main benefits of video is that it can be more engaging and interactive than text or still images. This can help to hold people's attention for longer periods of time, reducing the likelihood of fatigue. Additionally, video can be used to break up long periods of reading or typing, providing a welcome break that can help to refresh the mind and reduce eye strain.
Why is it important?
According to the 2022 State of Digital Experiences Report, there was a 135.57% increase in digital experiences delivered between 2019 and 2021. Since then, businesses and marketers have been facing serious competition for the time and attention of their audiences. These audiences now expect better experiences, not just blatant, lifeless marketing or video content which is something that can be achieved with the use of video.
Digital fatigue means it’s harder to hold audience attention. As a result, user engagement should be front of mind for professionals when creating video content. This can be achieved by incorporating interactive features that allow viewers to influence, choose, or contribute to the content of the live stream. A few examples of how hosts can prompt user engagement include live chats, direct messaging and opinion polls making interactivity in your video content a key in this trend.
Another advantage of video is that it can be used to convey complex information in a more easily digestible format. For example, instructional videos can demonstrate a task or process in a way that is much easier to understand than written instructions. This can help to reduce the cognitive load that is associated with reading and can make it easier to retain information.
Lastly, video can also be used to create a more immersive experience that can help to reduce feelings of isolation that can result from spending too much time in front of screens. For example, video conferencing can be used to connect people in remote locations, allowing them to interact and collaborate in real-time. This can help to reduce the sense of disconnection that can result from working alone for long periods of time.
Why you should care
In the sea of content out there, yours really needs to stand out from the competition if you’re going to get ahead of the game. When audiences are fatigued, they may struggle to pay attention to and retain information about a business's products or services. By using video to convey information in an engaging and interactive format, businesses can hold their audiences' attention for longer periods of time, increasing the chances that the message will be received and retained.
Interactive formats can span from Q&A sessions where people send in questions to the host, open and moderated chat rooms, polls and surveys. All these tools can help battle digital fatigue alongside coming up with innovative content ideas in an already crowded market. In today's digitally dominated world, a human-to-human approach can help you stand out from the competition. Additionally, video creates an immersive experience that helps to establish a stronger emotional connection with the audience. This can lead to increased brand loyalty and customer satisfaction as they feel more connected and connected to the brand.
Overall, businesses should care about combating digital fatigue with video because it can lead to increased productivity, employee satisfaction and retention, improved communication and collaboration, increased engagement, brand loyalty and customer satisfaction.
Why we think it’s a major trend
You hear it time and time again, consumers are changing. They are increasingly self-educating and are inundated with information and content. Today, audiences want more. Creative, personalised, physical and experiential touchpoints that supplement your digital outreach can help you capture buyer attention, build lasting relationships and achieve your revenue goals. With human contact limited and virtual fatigue at an all-time high, businesses need to make every interaction count.
Going into 2023 knowing how to combat digital fatigue with your use of video is going to be paramount if you want to stay ahead of the competition and yield great results from your video content. Its engaging, interactive, and immersive nature can help to hold people's attention, reduce cognitive load, and create a sense of connection. Employers and individuals should make a conscious effort to incorporate video into their daily routine to reduce the negative effects of prolonged screen time which is why this is one of our top trends for 2023.