In 2015, the advertising and digital media industry faced a significant shift with the 'pivot to video' trend, encouraging writers to focus on video content instead of text. Initially, this pivot resulted in layoffs as anticipated financial benefits failed to materialize. However, by 2020, changing technology and social conditionsâexacerbated by the pandemicâled to a surge in video content consumption. Platforms like TikTok catalyzed this growth, fostering an environment that made the consumption of short videos not just desirable but necessary.
If you were lucky enough not to live through this, let me walk you through it.
The promised windfall from video never materialized, though, and there were a lot of layoffs.
By 2020, it became clear that those content strategists urging everyone to 'pivot to video' weren't wrong, exactly. They were just early.
Not only were there technical changes-unlimited, high-bandwidth data was much cheaper, TikTok perfected the video feed, and by this time, everyone had a smartphone.
Collection
[
|
...
]