Internet Deserts Text in Favor of Video, Audio and Animation

The internet has swung from text-heavy to video, audio and animation. Have you kept pace or are you becoming a dinosaur when it comes to reaching your audience where they are watching?

The internet has swung from text-heavy to video, audio and animation. Have you kept pace or are you becoming a dinosaur when it comes to reaching your audience where they are watching?

Audio and video content are rapidly overtaking text as the internet converts into a dominantly visual media. Unless you aspire to become a modern dinosaur, take note.

Apps, podcasts and YouTube videos are supplanting web pages and blogs. Mobile devices have morphed into broadcast cameras and digital editing booths. Videos attract the most views on Facebook, Twitter and Instagram. Online gaming is ubiquitous.

But the trend runs far deeper. Realtors, among others, employ virtual reality to allow homebuyers to scout potential houses. Apple iPhone X recognize your face. Digital assistants obey verbal commands to surround us with our music playlists or uncover long lost recipes.

It shouldn’t be surprising because pictures have always spoken louder than words. Ex-presidential secretary Ron Porter’s record of spousal abuse was known when he was appointed, but didn’t become a disqualification for employment until pictures surfaced showing an ex-wife with a black eye.

A special edition in The New York Times recalled the internet began as a text-heavy communications channel. That was all the bandwidth of the time could handle. “Suddenly the script flipped,” wrote Farhad Manjoo, “Now it’s often easier to communicate through images and sounds than through text.”

Imagery pairs better with shorter attention spans – and with our intrinsic ability to see first. We remember more of what we see than what we hear or read. That’s just how our brains are wired.

Wider availability of audio and video editing tools means more people, especially more young people, are familiar with constructing visual and audio content. That influences and informs audiences to expect information packages with a higher degree of presentational values. Visual communications usually dress up better than text.

What you can’t photograph or capture on video, you can animate. Cartoon characters, special effects, visual origami and out-of-this-world imagery can captivate. Animation tools are increasingly available to ever younger designers. The art of animation also continues to arc closer to the science of computer technology.

Online advertisers are following the crowd, spending more resources on video, audio and visual content. Why not with stats like this: YouTube says viewers in 2017 watched 1 billion hours of videos, averaging two hours per day. About 70 million Americans listen to five hours of podcasts per week. More than 800 million people use Instagram for 30 minutes a day. Netflix plans to invest $8 billion and Apple $1 billion in original content.

The #MeToo movement has shown once again how powerful a social media hashtag campaign can become. President Trump parlayed his often audacious and politically incorrect Twitter feed into an election victory by rallying and activating a base of supporters. 

There are societal casualties. There are rising fears of online addiction. The line between fact and fiction, reality and alt-reality has been blurred, much like George Orwell predicted in his dystopian novel 1984. Images can easily be doctored, challenging viewers to detect whether what they see is real or fake. Virtual “reality” could take false imagery to a whole new level. But those challenges exist in text, too. Think Mein Kampf

All this should be enough to convince you to get busy about video and audio content. Right? Right.