Since March, consumers have been exploring a range of new hobbies as a form of escapism. They may be reaching for more adult drinks to relax and unwind, but they also embrace childish simplicity by buying Play-Doh, doing arts and crafts, and replacing critically-acclaimed movies with short, light-hearted videos.
People stream cooking, comedy, DIY, and craft videos to fill in those extra hours of the day that are no longer spent commuting to work or going out with friends.
Short-form content that is less than 10 minutes long has been shown to be a powerful mood booster and digital distraction: According to a study by media company TheSoul, 69% of US consumers spend 30 minutes to three hours watching these videos every day.
“It’s interesting to see that not just any short video appeals to the American audience. It’s really positive content that has come into the spotlight and become a popular form of escapism and a welcome source of entertainment, ”said Victor Potrel, vice president of platform partnerships for TheSoul Publishing.
People don’t view these videos as guilty pleasure, but rather as a necessary part of their wellness routine. According to TheSoul, more than one in three Americans consider consuming this content a healthy part of their lifestyle.
That trend is reflected in the recent success of TheSoul’s most popular platform, 5-Minute Crafts, a DIY-style YouTube channel that offers everything from crazy prank ideas to unique dessert recipes to “life hacks” that reveal hidden uses for everyday items.
Over the past six months, the platform’s Facebook page has seen viewer numbers grow by 20% and followers by 82%, according to Potrel.
“For content creators and brands looking to stand in front of buyers during the holiday season, there is a lot that can be learned about which is more likely to resonate and break through,” he said.
According to TheSoul, Gen Z is most guilty of binge-watching, sticking to comedy series, and turning to short-form content to improve their mood.
Even if a Covid-19 vaccine approaches and people plan to retreat to their busy schedules, they will still make time for this content – research shows that 83% of consumers continue to watch or use at least as much Short and more will increase. Term videos in 2021.
Judging by the success of platforms like 5-Minute Crafts, creating positive content for media companies is a lucrative business decision in 2021.
“Across all social platforms including Facebook, Instagram, YouTube, TikTok, Snap and Pinterest, TheSoul Publishing has consistently focused on our positive video content over the past year, which has led to an increase across several key metrics – subscriber growth, audience participation, and Minutes seen, ”said Potrel.