Have you ever wondered what happened on Valentine's Day in 2005?
There was a trio of ex-PayPal employees named Steve Chan, Chad Hurley, and Jawid Karim who experimented with a new medium of online video sharing. When they launched YouTube, no one would have thought that sharing your video online would become a ‘thing.’
Well, it did more than that and now we see it has revolutionized how we consume online content to the point that all the things we see on our screen daily are endless scrolling through catchy dance trends and captivating short-form videos. Many video platforms have become household names so most Gen Zs (between 1997 to 2012), and Gen Alpha (between 2010 to 2024) to a certain extent, want to be as famous and successful as the popular YouTubers, TikTokers, and online influencers that they follow.
Nearly two decades later, the online video landscape is forever changed. Now, we see a lot more diversity in the video content creation space these days - from quick-consumable shorts that keep us glued to the screen to the fascinating adventures of IRL streamers. We get informed about the world around us through documentary-style long-form videos from faceless channels and interesting sound bits from podcasts talking about trending and controversial topics. We have a lot of content to choose from.
And yet, there is a dark side to all of these that we don’t even realize that they exist.
Before we get down to business, let’s understand the trends that shaped the dark side of video content. Our digital landscape has constantly changed and evolved while our collective behavior is also on this roller coaster ride. We used to share (and still do) a lot of funny cat and baby videos with family and friends and enjoy some candid home videos of people doing mundane things and good-natured pranks.
Most young people have grown up with social media and so they are the type of people exposed to a tremendous amount of online content in their formative years. They have seen how the world changed right before their eyes on their screen. As a result, many young people have seen a lot more controversial, divisive content as well as a substantial amount of ‘fake news’ on mainstream media. Let’s face it, you are more likely to click on something that captures your attention.
Societal values shift and today’s digital content pushes the ethical boundaries of what is socially accepted. We see a lot more videos that prioritize shock value and sensationalism over meaningful and factual content. The decline of moral standards means that creators feel less bound by tradition and social norms, leading to a rise in controversial material designed to provoke strong reactions and drive engagement. It doesn’t help when the platforms themselves have algorithms that promote these kinds of content to begin with. Videos are now being monetized so there is less incentive to tell the truth and do what’s right.
The rise of artificial intelligence tools gave rise to ‘brain rot’ content - mindless, low-effort videos designed to captivate viewers without providing substantial value. This type of content thrives on platforms that reward high engagement metrics, such as likes, shares, and comments, rather than quality or educational merit. The constant exposure to such content can dull viewers’ critical thinking skills and contribute to a culture of passive consumption rather than active engagement with more substantial material.
On the other hand, there is what you call ‘engagement farming’ wherein content is specifically created to elicit strong emotional reactions and maximize interaction. As a result, this often leads to the creation of polarizing or controversial videos that can go viral quickly thereby boosting visibility and following. However, it often comes at the cost of promoting divisive, misleading, or harmful narratives. Many content creators tend to prioritize quantity over quality.
Many content creators and influencers have capitalized on these trends by creating videos that are provocative, controversial, and even, outright offensive. Their popularity can further erode societal norms and values. But the thing is that their large following can amplify their influence and normalize their bad behavior.
‘Enshittification’ is when many digital platforms have degraded over time as they evolve to prioritize profitability and engagement over user experience and content quality. Constant feature changes and algorithm updates often force creators to adapt their content strategies, leading to a focus on what generates the most views rather than what is meaningful or ethical. This environment can foster a culture where creators feel pressured to engage in sensationalism and controversy to maintain relevance and income.
The digital content landscape is fraught with pitfalls that aspiring creators and even established brands often fall into, compromising the quality and integrity of their work. Think about these as the seven deadly sins that can severely impact the content’s effectiveness as well as the creator’s reputation itself.
Greed often manifests itself when creators prioritize revenue or value, inundating their content with ads or sponsored messages. Sometimes, they even accept sponsorship deals with shady cryptos and online scams and sell off their viewers for that quick cash grab. Many YouTube channels flood their videos with mid-roll ads, often frustrating some viewers.
Real Cases
What Brands and Creators Should Do
Sloth refers to producing lazy, low-effort content lacking originality or depth. A lot of short-form video content you see these days uses a lot of AI-generated videos and voice-overs. A common format is the reaction channels where they provide information that is mostly regurgitated, repurposed, and worse, not based on facts at all.
Real Cases
What Brands and Creators Should Do
Gluttony involves overwhelming your audience with too much content, leading to viewer fatigue and disengagement. Sometimes, people can get enough no matter how good the content is. Try to mix things up once in a while.
Real Cases
What Brands and Creators Should Do
We often hear some people say “bad publicity is good publicity” and that an occasional drama can spice things up. It really does when it’s done right as it generates a lot of engagement and interest from people. It’s not a surprise to see many creators often engage in online feuds, real or imagined, and do some questionable behavior to attract attention. However, it can also go wrong.
Real Cases
What Brands and Creators Should Do
Envy drives creators to copy and steal successful content from others rather than innovate. They even imitate every aspect of established and up-and-coming creators so they can leech on their success.
Real Cases
What Brands and Creators Should Do
Prideful creators disregard audience feedback, missing opportunities for growth and improvement. Sometimes, the best ideas come from the audience themselves.
Real Cases
What Brands and Creators Should Do
Lust for fame leads creators to chase trends without considering long-term brand alignment. Some creators tend to follow every viral challenge without relevance to their niche. Just a reminder, viral content tends to come and go. When you’re obsessed with replicating the best content you ever had, chances are - you won’t be able to achieve it.
Real Cases
What Brands and Creators Should Do
The world of video content creation is a dynamic and powerful space, offering immense opportunities for brands and content creators alike. However, it is crucial to avoid falling into the traps of the seven deadly sins. By steering clear of them, you can foster a positive, engaging, and authentic online presence.
Here are three key lessons we need to take in:
By embracing these principles, you are building a loyal, engaged audience that trusts and values your content. That’s all that matters.
At Swarna, we can help you develop a content strategy that aligns with your brand’s values and resonates with your audience.
From creating compelling narratives to implementing effective engagement strategies, we are here to guide you every step of the way.
Contact us today to learn how we can support your journey towards becoming a trusted, influential voice in your industry.
At Swarna, we help brands unleash the full potential of Instagram in their brand strategies and marketing campaigns.
Reach out to our team and we'll help you get things started.
.svg)