Lights, Camera, Meh: Redefining the Role of Video

The Diminishing Value of Film and Video

You know, it’s a bitter pill to swallow, but let’s face it: videos just don’t hold the same weight they used to. In the dawn of the 2010s, video content was the crown jewel of digital marketing. Each clip was a precious artifact amid a sea of static imagery, a golden ticket to audience engagement. Fast forward to today, and the digital landscape is flooded with videos, diluting their impact. The democratization of video production has led to an oversaturation, making it increasingly difficult for individual videos to stand out.

Just as direct mail contributed to the decline of the print industry, the overabundance of motion content on social media and streaming platforms has diminished its value. It’s a simple matter of supply and demand. The ubiquitous presence of video content has desensitized audiences, making them more selective and less impressed.

And let’s not forget about the rise of AI. With AI getting smarter by the day, there’s a real risk of people losing trust in any story told through video. Who knows what’s real and what’s not anymore?

Yet, there’s a silver lining. This moment presents an opportunity for innovation, a chance to redefine and elevate the medium of video. And OX will be leading the way.

The Challenge of Quality in an Oversaturated Market

In today’s digital landscape, quality means something different than it used to. Paradoxically, some of the most successful videos are those with lower production values. The polished sheen of a professional ad often triggers immediate dismissal from viewers. Why is this true? On social media, everyone’s on a scroll-a-thon, thinking, ‘Is this an ad?’ If a video looks too slick or professional, they instantly go, ‘Yep, that’s definitely an ad,’ and swipe it away without a second thought.

This phenomenon has compelled marketers to rethink their strategies, prioritizing raw, unpolished videos that blend organically into social media feeds.

This shift away from traditional excellence towards a more ephemeral, disposable approach has significant implications. It challenges long-held notions of value and success, pushing the industry to adapt to the flexible preferences of contemporary audiences. It’s a paradox, to be sure.

The Changing Attitudes of Younger Audiences

Generational dynamics further complicate the landscape. Millennials, once the primary target of social media marketing, are being eclipsed by Gen Z and Gen Alpha, who interact with social media in distinct ways compared to older generations. These younger cohorts view our current social media consumption with the same side-eye millennials reserve for boomers who smoke. It’s unhealthy.

For many non-profits, this presents a dilemma. Their heavy reliance on short-form social content is becoming increasingly unsustainable. As Gen Z and Gen Alpha engage with media differently, these organizations must recalibrate their strategies to remain relevant and effective. But how?

The Necessity for a Diversified Approach

While many non-profit organizations profess to have an omni-channel marketing strategy, in reality, they often operate with a Social-First mindset. Because charities disproportionately emphasize social marketing over other forms, if a video concept doesn’t fit their social media model, its potential success in any other channel is disregarded. As a result, impact film content that could thrive in other venues is often neglected, and its potential never realized.

A Social-Last mindset still includes social media in the funnel, but it’s not the first priority. Instead, it prioritizes other channels, such as community events, public exhibitions, OTT streaming platforms, email marketing, press releases with embedded video, company website, and live streams — ensuring that the content is optimized for these platforms first, before then adapting it for social media. This approach allows for a more balanced and comprehensive marketing strategy, ensuring that impactful content reaches a wider audience through diverse channels.

We find ourselves with a remarkable blank canvas ripe for innovation. This is a once-in-a-decade opportunity to reposition the use of film and video, embrace emerging technologies, and chart a dynamic course forward.

A Small Yet Significant Shift

Consider this: what if we ceased producing disposable content and instead focused on creating lasting, meaningful narratives? Here’s what I mean.

Film and video, though both visual storytelling mediums differ significantly in impact and perception. Film is characterized by its depth, production quality, cultural significance, and longevity. It is crafted with sophisticated storytelling, aiming to evoke deep emotional responses and leave a lasting cultural imprint. Films often have a significant cultural impact, inspiring discussions, and even shaping society (Top Gun was the best recruiting tool the US Navy ever had. An Inconvenient Truth triggered a global conversation on climate-change. Blood Diamond caused us to empathize with those living in war-torn countries we have never been to. Schindler’s List reminded us of the importance of standing against injustice.)

In contrast, video is ephemeral in nature. Often seen as a functional commodity, produced quickly and consumed just as fast. They are part of a rapid stream of content that is constantly updated and refreshed. This makes them inherently disposable, with a lower probability of lasting impact. While some videos can go viral and shape audiences decisions today, they rarely achieve the lasting significance of films.

Both mediums have their place. We are not advocating for a complete abandonment of video. The point we are emphasizing is that their roles and impacts are distinctly different. It is important that we recognize the difference and implement them both in our strategies.

Embracing Long-Form Content and Emerging Technologies

The cultural shift towards longer-form content is unmistakable. While short-form dominated from 2010s, audiences are increasingly drawn to more substantial, in-depth storytelling. This transition is driven by the association of short content with advertisements, leading to a growing preference for content that offers more meaning and substance.

In addition to duration, the future landscape of video will be fueled by the maturation of immersive and spatial computing, and the integration of AI and machine learning with generative video and film post-production.

In the future, the challenge for video marketers will not be production quality but authenticity. As AI and machine learning continue to advance, the line between real and digitally altered content will blur, making it harder for audiences to trust what they see.

Conclusion: Three Shifts Your Organization Can Make

Given the oversaturation of content and shifting audience preferences, it’s clear that relying solely on short-form social content is unsustainable. For non-profits and marketers, a diversified strategy that embraces both long-form content and new technologies is essential for future success. Here are three strategic shifts to consider:

1. Create Enduring Content. Recognize the importance of telling stories that last, mirroring the lasting impact your organization seeks to create for humanity. Shift away from producing exclusively single-use content and focus on developing evergreen narratives that resonate deeply and endure over time.
2. Invest in In-Depth Film Projects. Prioritize in-depth storytelling and visually stunning narratives. Dedicate a portion of your marketing budget to filmmaking that captures your organization’s history and impact, creating longer content with lasting value and cultural significance. Collaborate with experienced filmmakers and creative teams, like OX, to craft narratives that align with your mission and values.
3. Adopt a “Social-Last” strategy. For high-net-worth donors and Gen Z audiences, host exclusive, high-quality in-person events showcasing your film content. This approach fosters deeper connection, community-building, and appreciation for your organization’s work. Promote these events through personalized invites and follow up with digital content afterwards, including additional stories and behind-the-scenes footage to keep the conversation going and engage a broader audience. IRL first, digital last.

The evolving landscape of video content presents both challenges and opportunities. By investing in high-impact film content, adopting a digital-last strategy for specific audiences, and tailoring content for different segments, your organization can forge more meaningful and lasting connections with your audience. Embrace these strategies to stand out in a crowded market and multiply good.