Why Brands Must Embrace the New Generation of Video Creators

Image Source: Adobe Stock / GAM Studios.

With new technology right at our fingertips, anyone can be a video creator. Gen Z is leading the charge in video creativity, but it isn’t just for youngsters. People of all ages are embracing video for self-expression, promotion, education, inspiration, community, and entertainment.

The rise of social media and the infinite number of online channels are blurring the line between creators and consumers. According to Adweek, 50 percent of Gen Z say they can’t live without YouTube. And while that data point might surprise you, it shouldn’t scare you. It should excite you because we’re more connected to the creative minds of young people than ever before.

Image source: Adobe Stock / Twenty20.

This is especially important for brands because by 2020 Gen Z will account for 40 percent of all consumers… and video is where they spend their time. Brands must meet them where they are.

Image source: Adobe Stock / PICHA.

We recently partnered with Adweek to take a closer look at the democratization of creativity in video, from three important perspectives:

• Aesthetic: Brenda Milis, principal of creative services & visual trends at Adobe Stock, highlighted our 2019 Visual Trend Creative Democracy and a new visual style on mobile.
• Brand: GoPro’s Devon DiPietro, head of community, described how GoPro is embracing a creator-driven content strategy with its new campaign the Million Dollar Challenge.
• Creator: Filmmaker Ignace Aleya described how he began his video career at 14 years old, and how he’s now empowering a new generation of video creators through his YouTube channel.

Hear more about what this democratization of creativity means for your brand’s content strategy through our webinar Amplify the Impact of Gen V(ideo): Embrace the New Generation of Creators.

At Adobe, we’re committed to giving more people more tools to be more creative. We constantly challenge ourselves to invest in new industries and reimagine what creative tools can do. For example, with Adobe Stock, we make content instantly accessible within the creative programs people are already using. Adobe Stock is a true visual marketplace for creatives, with video, photography, motion graphics, illustrations, vectors, layout templates, and 3D assets.

And the most exciting part of all of this? As more people gain access, more types of experiences will come to life, both in front of and behind the lens. That leads to more creativity, more stories, and more innovation — something every brand should strive for. Adobe’s CEO Shantanu Narayen said it best: “The future belongs to those who can create.” I can’t wait to see what the future holds.

Ready to add video to your next project? Find the perfect asset today on Adobe Stock.

Image source: Adobe Stock / Milles Studio/Stocksy.