The Future of Media

Video is the future of media. It’s where the media world is moving, and has been for many years. I occasionally find myself scrolling through Facebook or Twitter, scrolling past images to  find the videos people are posting instead. This is change in trend is not secret and isn’t difficult to see. And, the change doesn’t only affect the social world. Its implications can be seen on a much larger scale, especially in business. Marketing departments can either keep with the trends and stay ahead of the curve, or get drug along trying to play catch-up. Businesses must adapt to these shifts in media because there has never been a time so drowned and influenced by media as a society like we are today, whether we like it or not.



Take a Look at the Numbers

According to Facebook, over 80% of all consumed media will be video by the end of the year. They predict that over the next few years, that number will grow to a staggering 99%. Even in our own social media posts, videos are noticeably more engaged than image posts. It’s no surprise that this is the way media is moving because it reflects how we are wired, not only as humans, but as consumers. We retain more than 90% of the information we gain from watching videos. Whereas with images, we retain a mere 10% of the information. Whether we are watching a TV show after work or an advertisement online, our brains collect and recall data from videos better than still photos. Check our Zipstrr’s blog post at for more numbers on the growth of the use of video for social media and marketing alike, the differences of how our brains process video and image, and why the shift to video is important. 

Keeping Up

Even as a business that produces professional marketing content, we have to ask ourselves, “how can we stay as far ahead of the curve as possible?” It’s easy to look back at previous media and advertising trends, and see where we’ve come from, but it’s no easy task determining what future trends will look like. Kole Ross wrote an insightful entry about the importance of, not only getting your business involved in video marketing, but keeping with trends within video marketing itself. Check out the full blog post, Keeping up with Trends in Digital Video Marketing, at



Product Photography

Don’t get me wrong. Photography will always have its place in the world; it will always have a place in business, especially when it comes to advertising. For starters, any business that sells a product online requires product photography. Amazon, Ebay, Craigslist–they all use product photography and will continue to for the foreseeable future. But if you take a look on Amazon today, more and more products now have videos of the product. Similarly, Instagram, a social media platform based on image posts, is now the biggest social media presence in the world. It has recently created a whole section where lengthier video can now be posted. So, the question needs to be asked. Why this shift? 

Emotion & Efficiency 

Video marketing allows for a multi-sensory, emotional response from the consumer. Instead of forcing the customer to read and discern what an image or graphic is saying, a video explains itself visually and audibly. You are not only selling a product with video, but you are now selling a story. You’re selling yourself and your ideas directly to the viewer, as if you were selling to them in person. You have many more tools at your disposal: music, photos within the video, text, and nonverbal communication like body language and tone, to name a few. It is simply more efficient and effective when utilizing video in your marketing while you already have the attention of a consumer. 

The Personal Touch

Something to remember—a consumer will buy into a story just as easily as they will buy the product itself. Video marketing doesn’t only consist of product advertisement. People like seeing a personal touch in business. For example, people like seeing a simple interview of a restaurant’s founder, telling the story of how they started the business from nothing. The video may cut to a few old Polaroid stills of the beginning of the restaurant and what it looks like now. And, against all odds, they are still around today cooking food, doing what they are passionate about. We like hearing those stories. Selling a product means much more when the consumer knows exactly what its taken for the product to get in their hands.   




Brenna Clarine, an author for, said it best. “The importance of online video marketing in a business’s strategy is unprecedented. The extent of video’s social scope is miraculous. If you want to reach out to the world, all you need is video.” Businesses, literally, cannot afford to overlook video without consideration. It is a “must” in the future of business marketing everywhere. 

Where Do We Fit In? 

At Nested Tours, we are constantly striving to create video solutions for all local businesses, meeting them where they are professionally, creatively, and financially. We understand that being in front of a camera can be scary and taking that first step isn’t easy! But, with our team’s expertise, training, and innovation, we help bolster every business’s individuality. We take your great ideas and make them a visual reality for people across all platforms to see! 

Nested Tours

We see the importance, we see the merit, and we are meeting the need. Video marketing made simple. 



Author: Zach Divilbiss




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