There’s a lot of ways to (theoretically) answer this question, but the main reasons are pretty simple. They have to do with both the way people engage now, and the trends towards how we anticipate people will engage in the future, based on technology and new ways to be social.
1. People need simple. Our brain are constantly on overdrive. By 3pm, thinking simple thoughts like “groccerrryyy storeee” become well, work. Whenever possible, it’s downright enjoyable to be able sit back and take something in passively, rather than actively reading it. (Thanks for pulling through at least this far in the article, by the way. Your brain thanks you.)
2. They also need engaging. With a thousand and one things waving their arms at us in any given moments, its only natural that content has to be interesting and somehow pertinent to our lives right now. I just don’t have the time to arbitrarily read an anthology about sea turtles in the Pacific (unless I work in the field or have a presentation to give) and it’s likely that neither do you.
3. Our platforms call for it. Many marketers think, “ah, we need more video because video drives SEO”. Well, ok. But video drives SEO because that’s the kind the content people tend to engage with the most, and that offers the highest conversion rate. We’re not here to play the chicken or the egg game though. The fact is that
4. Its the closest integration to “the future.” When we look at Google glass and the like, our visual experiences they offer are most like video - what was once text is now becoming ‘script’, and animated visuals are key. Ditto Periscope and the new animated Facebook profile. This is hardly a passing fad, but a trend manifesting itself towards a very video (or video-esque) oriented future.
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