VisualGPS Creative Trends Culture Videos That Pop: New Social Aesthetics

For some time now, “aesthetic” has been used as an adjective by younger folks in the context of specific visual treatments on social platforms,¹ evolving the term from its original definition of “a set of principles underlying and guiding the work of a particular artist or artistic movement.” Right now, it’s important to remember that original definition, especially given the impact that visual media has on consumers; Getty Images' VisualGPS research finds that TV shows and social media are the top two mediums that US consumers feel do a good job at using visuals to relate to audiences. Put simply: Visual aesthetics have the power to create connection.

As visual researchers, it's our job to define just how that connection happens. According to our VisualGPS data, content quality is the top aesthetic factor that makes consumers perceive an influencer’s content as authentic. Which begs the question: What is quality social content right now? And how can brands capitalize on those things to present visuals that feel just as high quality as what they’re seeing on social? The answers to these questions can be found in what creators are pushing out into the world.

TV shows of today’s age have been working double‑time to draw viewers in with compelling stories as well as equally engaging visuals. Whether it’s the unique camera movements in Severance or the vibrant color palette and compositions of Pluribus, we are not lacking in visual inspiration.^{2, 3} It makes sense that we can see creators focusing on color grading and composition in their efforts to teach everyday people how to make engaging content.^4, 5

With TikTok, we have access and insight into people’s lives in very intimate ways, be it through POVs, Get Ready With Me’s, or simple Day in the Life’s. Going further, creators on these social platforms are using their accounts to experiment with filming techniques to differentiate within these trends. Something that feels important to call out, aesthetically, is the relationship between the camera and its surrounding environment. People are doing more than just looking directly at a camera positioned right in front of them: They are creating interesting perspectives by placing the camera in uncanny locations, making the video stand out due to its unique perspective.⁶ 

This feels like the next evolution of social aesthetics: Serving up unique visual treatments that take full advantage of the environment as well as color palettes that pop. However, brands haven’t seemed to catch on to that evolution. VisualGPS reveals that among popular videos licensed by US brands last year, only 8% visualize candid lifestyle moments; of these, 2% adopt a vibrant color palette and no videos are found that feature the unique, scroll‑stopping angles gaining popularity across social platforms.

This gap leaves the floor open for brands to get proactive with making their video choices more reminiscent of what feels unique on social. Vibrant color palettes that enhance the action of the video act as a visual hook. Playful perspectives allow for brands to move beyond the static camera cliché. As creators continue to be inspired and innovate their craft, brands can use these tips to evolve their storytelling, too, and meet the social moment as a result.

Sources
[1] Time
[2] YouTube/Industrial Light & Magic 
[3] Instagram/movieluts
[4] TikTok/amryraw
[5] TikTok/omgadrian
[6] TikTok/kirxdiaz