It is the end of a long year, what better way to end than to do my usual and have a quick round-up of how video content has been growing as a consumer favourite in 2020.
Whilst international physical boundaries have been closed due to the Covid crisis, digital traffic has increased hugely. From our perspective as a business who produces short-form educational video targeting post-millennials and millennials, we have seen pretty explosive growth this year as brands, publishers and non-profits all turn to short-form animated and live-action video to educate their audiences.
According to Cisco, who this time last year said that in any given second 1 million minutes of video are crossing the internet, at the end of 2020, they say that 75% of all internet traffic is video content, and this will rise to 82% by 2022.
Publicis and Verizon in a joint study have discovered that a lot of video content is consumed on the go or at work and as a result of this, 92% of those in their study watch video with the sound off. So captions are becoming a must!
More than 2 billion people use Youtube – that’s one-third of all internet users with around 5 billion videos watched on Youtube every day, and Youtubers are uploading 500 hours of video every minute. According to Social Media Today, 82% of Twitter users mainly use the platform to watch videos. These are mostly mobile users as well since roughly 90% of all video views on Twitter happen via mobile phones.
We already know that most view video content via mobiles courtesy of eMarketer’s study in 2018, so this has only grown since then. We are nearing the point where everyone who possibly can in terms of device ownership, will view short-form video content on a daily basis, wherever they are, anywhere in the world. What’s interesting to learn from Brand Gym is that when consumers are viewing adverts on a mobile device, 75% skip the advertising in an average of 5.5 seconds (ie: as soon as they can!), so if advertising-supported video content is your strategy, then it’s completely the wrong one and something needs to change.
On the educational front, video-assisted learning has become more and more popular. Classrooms are awash with high-tech digital displays and now that schools are connected to the internet worldwide, video has become an important part of everyday learning – this has of course extended into the home this year. The Covid pandemic has created the perfect environment for distance learning which has increased spectacularly with universities having to create high-quality distance learning modules with high production values for their video content. Animated videos enrich subjects and help pupils and students understand complex subjects simply and easily in a format with which they identify.
The US government have recognised this and are awarding grants to those who produce educational video content. PBS Education an off-shoot of the network PBS has secured a $24M federal grant this year. They’ve seen the opportunity that presents itself and are going to spend it on creating high educational value, curriculum-linked video assets and they’ve employed early-learning and children’s education experts and media producers to realise this project.
Those targeting post-millennials are getting it right. I have often mentioned Blippi and how he’s grown to become a multi-million dollar brand in his own right through simply producing quality educational videos and posting them on Youtube. Last year he’d made about $12M. This year, judging by the merchandise in our house he’ll be making a lot more.
In the past week, Ryan Kaja became the highest-earning Youtuber earning $29.5M from his Youtube child influencer shows and a further $200M from his branded toys and Marks and Spencer pyjamas. Nickelodeon have now signed him for a series so next year that will only increase.
Without a doubt this year has been a big turning point for video content. It was always on the cards that short-form educational video was going to become the learning medium for learning anything. But the fact that the entire population of the planet was forced online this year, whether they liked it or not, has made this happen now. Not next year or the year after. Today. Those who choose to ignore this will simply be left behind.
This year’s Belfast Design Week was a little different. Instead of coming together in person, it was all on Zoom. Zoom is fine, it’s just not the same as going to an in-person event, meeting new people and taking one too many free snacks.
Yesterday (04 Nov), we hosted a webinar entitled “How To Design Your Instagram Feed To Educate Your Audience” with a focus on how to gain the attention of Generation Z. For those who attended and to Belfast Design Week – thank you! For those who didn’t get a chance to hear what we had to say, we’ve put some key highlights about Post-Millennials (Gen Z) and how Instagram is changing as a platform in terms of how people are using it.
29.6% of Instagram’s users were in the 18-24 age group (Statista, 2020)
With the current social climate that happened this year and is continuously happening, Instagram is no longer an appropriate place to exist unfazed by current events, politics, cultural and social issues, and much more.
Travel photos and group selfies have been replaced with protest photos and educational infographics.
With a quick search, you can find posts advocating for anything you can think about with thousand of engagements. Posting bite-sized squares of information in the form of a carousel which Instagram launched in 2017, has been used by activists, advocacy groups and well-meaned individuals as a way to educate and inform.
Consider it something like PowerPoint activism (Nguyen, 2020)
In a time of social unrest, these text-based slideshow graphics have found new resonance and an eager audience, like Gen Z, on the platform, which has been known for prioritizing still images over text.
But if you are planning to do this text-based slideshow graphics, make sure that it’s coming from a good place. This means that if you’re trying to educate your audience on a certain topic or matter, you need to make sure that you are practicing what you preach as Patel (2017) stated that “Gen Z is going to know very quickly whether they are a part of something special or are caught in a big-talk campaign”.
As social media users, it’s up to us to be more critical and intentional with our digital footprints. This is something Gen Z (individuals like myself) wants to use social media for. We want to be educated and learn more about what is happening in our society, as sometimes in schools we are not taught about certain things, therefore we take matters into our own hands.
Learn more about Post-Millenials and Civic Engagement here.
We had recorded the webinar so that everyone who did not attend is able to watch it – even folks who didn’t sign up. Look out for this next week!
According to Pew Research, 51% of the world’s population is under the age of 25 and is more racially diverse than other generations. Known as post-millennials, young people born after 1995, are a generation who have lived through a great recession and have never known a world without technology. They are global citizens, have a high BS metre, and care deeply about social causes and authenticity.
There are a number of misconceptions about this generation of trailblazers, and most of it relates to their apparent lack of civic engagement. This misunderstanding stems from the fact that over the last couple of decades there are declining levels of youth participation in electoral processes around the world. This does not mean that they are apathetic or not civically engaged.
So whether you are an educator, parent or employer, here are four things you need to know about post millennials and how they actively participate in democratic life.
They Are Change Makers
Unless you have been living under a rock, you’ve no doubt heard of the exploits of one of the poster children of this generation, Greta Thunberg. Like Greta, this generation of technology natives is using tech to make a difference today, not tomorrow. From UK activist, Amika George whose #FreePeriods campaign secured government funding for free sanitary products in all English schools, to the Parkland teenagers who started NeverAgain.com, a student-led political action committee for gun control, whose efforts have been credited for influencing Florida legislature in 2018 on gun control. Unlike the activism of previous generations, it feels like there is a real sense of urgency, and a pessimism about the future and the world they have inherited. How are these young people able to do such incredible things? They use technology to rally their troops and spread their message. The reach of their online presence is powerful, cheap and extensive. In fact, one study found that one-fifth of 12 to 15-year-olds use social media to express support for causes by sharing or commenting on posts, and one in ten signed petitions on social media.
They Are Global Citizens
This is a generation that engages with their global peers with greater fluidity than other generations. As this generation has always been online, this is really no surprise. Global citizens are by nature politically active. They are interested in global issues, and have an interest in making the world a better place, even if they feel that greater knowledge about how to get involved and make a difference would mean they could potentially do more.
They Are Social Entrepreneurs
It’s predicted that nearly half of the post-millennials will become entrepreneurs. But it’s social entrepreneurship that has really captured their imagination. A movement driven by younger entrepreneurs, a third of start-ups today aim for social good. Social entrepreneurship creates wealth: for the entrepreneur, for the people that are employed and for the local economy. More importantly, it demonstrates empathy and a desire to engage in the communities in which they live.
They Like To Donate To Social Causes And Volunteer
Post millennials are known to be careful with money. post-millennials care about social issues. They are interested in giving money to different causes, more than millennials and baby boomers, and volunteer, more than the generation that comes before them, millennials. If this is not an indication of civic-mindedness, I’m actually not sure what is.
But Why Are They Not Voting?
Although democratic life is so much more than elections, it’s worrying that more and more young people in countries like the United States, the United Kingdom and Europe are not voting. This is worrying because they are the generation who are most affected by the decisions that are made by referendums and leader elections. A study by the London School of Economics found that young people are not bored by politics, but believe that those who ‘do’ politics are not representing or care about them.
What Does This Mean For Educators, Parents and Future Employers?
- Adults, we need to start listening. I mean really listening. These guys are telling us they are worried about their future. They’re worried that politicians care little about the issues that mean something to them. We need to support them, really supporting them by listening to and demonstrating to them that you are by supporting their schemes and causes by lobbying policymakers and those in power to make decisions that will positively affect them and the things they care about.
- Give young people opportunities to use their voice. They have lot’s to say, they have enthusiasm and drive, let’s start encouraging them to speak up. But it’s more than that. It’s helping them develop a voice that others, I mean adults will listen to. The education system has a key role here. The more opportunities we provide young people to develop key skills through active learning opportunities the better. And most importantly, this is achievable across all levels, across every subject area. As a former secondary school curriculum coordinator, this is possible. It’s just a mind shift change, and not a seismic one either.
- It’s time for us all to truly develop a partnership across the generations. It really isn’t helpful to continually label generations and point out how we are all different. Let’s focus on the things that unite and are common to us all: shared humanity, a desire to flourish and continue to survive. In order for us to work together to create a world that is sustainable we need to remember we’re all in this together, so let’s start acting like we actually are.