As both consumers, and humans, our attention spans are shortening whilst our dopamine dependance is increasing. With instant access to information anywhere in the world we live in a time where we are both privileged and conflicted. We have, perhaps, too much choice. The digital world is the equivalent of going to the super market to buy toothpaste - what should be an easy, instant decision, becomes overwhelming; trying to decide between 30 nuanced versions of the same product all vying for attention. The online world is the same in many ways. Where do you do, is it Instagram, Tiktok, Reddit, X or perhaps Snapchat? Not knowing who to follow, what to buy, where to eat, how to look, how to feel... We can get lost in a void of information overload. For many, our smart phones are becoming a constant distraction from reality, but at the same time, they are essential for our day-to-day functioning and organisation. They help connect people and for brands they connect consumers with their product. The challenge for brands is navigating this web of information whilst being sincere and genuine in their mission. Brands need to stay ahead of this evolving labyrinth of digital advertising, especially with the advent of AI. Advertising is changing quickly and so are the means and channels to reach those prized customers. So, what are the changing factors in order for your brand to create impactful and high performing video ads? Attention Span: In today's fast-paced world, people's attention spans are getting shorter. Short videos are more likely to capture and retain viewers' attention compared to longer, more elaborate productions. Accessibility of Technology: The widespread availability of smartphones with high-quality cameras and easy-to-use video editing apps has democratized video creation. Anyone with a smartphone can create and share videos quickly without needing expensive equipment or technical expertise. Social Media Platforms: Social media platforms like TikTok, Instagram, and Snapchat prioritize short-form video content, making it easier for creators to reach a larger audience. These platforms also provide tools and features specifically designed for creating and sharing short videos, further encouraging their popularity. Share-ability: Short videos are highly shareable, making them more likely to go viral and reach a wider audience. People are more inclined to share content that is entertaining, informative, or relatable, and short videos often fit these criteria. Ease of Consumption: Short videos require less time and effort to consume, making them ideal for audiences who are scrolling through their social media feeds during short breaks or while on the go. They can be easily consumed during a quick break at work, while commuting, or waiting in line. Creativity and Experimentation: Short videos encourage creativity and experimentation, as creators have to convey their message or tell their story in a limited amount of time. This limitation often leads to innovative storytelling techniques and unique content that stands out in a crowded digital landscape.   Our answer is yes. Despite TV and outdoor advertising being hailed as the 'glossy ad stuff', online, social content is far more measurable and affordable, providing brands with a direct and two way means of communication to their customers. The combination of shrinking attention spans, the accessibility of technology, the influence of social media platforms, and the share-ability and ease of consumption of short videos has contributed to their growing popularity in the digital age. Sidekick Studios is our partner creative agency where you'll be able to see more examples of our work and how we support brands with their social content and ATL initiatives. What are your thoughts?

This is a popular question that seems to be typed into Google, Brave, Arc, Bing and all the other receptive vessels where we seek advice for improving our daily lives. Well let's start with Sora, where all the buzz is at. They're teasing us with their new AI video tool, and they're not the only player in the market. With that said (and like all first releases) they may be prone to being a little glitchy and selective with the usual AI biases (blonde, blue eyes etc...) which will need correcting or maybe I'm wrong. BUT, before we even consider video, still image generation still has a lot of room for improvment; sure Adobe Firefly, Dalle and Stable Diffusion can create stunning results, but they require a very large amount of human intervention to really get perfection. I'm by no means trying to play these tools down as it's truly incredible witnessing what they can generate, but videos are essentially a sequence of still images pieced together so these existing capabilities are my (possibly naive) benchmark for video success. Going back to the original question - In terms of being 'useable' then maybe in a year, but in terms of being effective, I'd say 2-3 years plus. That's my prediction and I'll explain some reasons why, below... Accuracy and Reliability: AI video tools rely on algorithms that may not always be accurate or reliable. Mistakes can occur in tasks such as facial recognition, object detection, or scene understanding, leading to erroneous results. Bias and Fairness: AI algorithms can inherit biases present in the data they were trained on. This can lead to unfair or discriminatory outcomes, especially in tasks like facial recognition where certain demographics may be misclassified more often. Privacy Concerns: Video processing often involves analyzing personal data, such as faces and behaviors. This raises privacy concerns, especially if the data is not properly anonymized or if consent is not obtained from individuals appearing in the videos. Security Risks: AI video tools can be vulnerable to attacks such as adversarial inputs, where small, carefully crafted changes to the input can cause the AI to make significant errors. This could be exploited to manipulate or deceive the system. Ethical Dilemmas: The use of AI video tools raises ethical questions, particularly regarding surveillance, consent, and the potential for misuse. For example, widespread deployment of facial recognition technology without proper regulation can infringe on individuals' rights to privacy and freedom of movement. Dependency and Autonomy: Relying too heavily on AI video tools can lead to a loss of human oversight and autonomy. Humans may become overly dependent on AI for decision-making, leading to complacency or the abdication of responsibility. Legal and Regulatory Challenges: The rapidly evolving nature of AI technology can outpace existing legal and regulatory frameworks. This creates uncertainty around issues such as liability for AI-generated content or the legality of certain uses of AI video tools. Job Displacement: Like other forms of automation, AI video tools have the potential to displace human workers in certain industries, particularly those involving repetitive or mundane tasks. This can lead to unemployment or the need for workers to acquire new skills. Addressing these issues requires careful consideration of the ethical, legal, and societal implications of AI video tools, as well as ongoing efforts to improve the accuracy, fairness, and transparency of these technologies. I believe we're living in a time of vast grey areas where government policies are playing catch-up and AI is evolving at a faster rate, making this very hard. Please let me know what you think below!

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