VisualGPS Creative Trends Culture Next Level Relatability

Today’s creator economy continues to rapidly evolve and influence video visuals emphasizing an even more “true‑to‑self” type of authenticity that traditional influencers seem less and less capable of. In fact, Getty Images' VisualGPS research finds a majority of consumers today do not trust social media influencers to produce authentic content. This cultural pivot is more than a trend—economic uncertainty, rising cost of living, and mass layoffs have made audiences skeptical of flashy, sponsored‑only content.¹ While influencers often serve as brand amplifiers, creators are increasingly seen as cultural producers, artists, educators, and storytellers who build original, unscripted content that resonates deeply, fosters community, and instills trust.² So, how can brands infuse more of this trusted feel into their owned video strategies?

Consumers today crave bite‑sized, entertaining content that actually teaches them something useful and interesting, and creators have been leaning into this by blending education with humor, personal storytelling, and self‑expressive aesthetics. This has shifted how people learn and how they expect to see information presented—visually and viscerally. 98% of consumers say they’ve watched an explainer video to learn more about a product or service³ and VisualGPS finds video most influential for product demonstrations yet when we look at the most popular video content downloaded last year, tutorials, infographics, and similar explicative content was not utilized on par. And although animated video techniques make up a healthier share of popular downloaded content, the visual storytelling aspect that creates memorable narratives and contextualizes topics is often missing. Consider incorporating more infographics in motion, side‑by‑side explanations, object demos, and/or conceptual metaphors (especially in tech, beauty, health, and finance) that feel personal and native vs corporate.

Imperfection is the new authenticity—in a world dominated by AI‑driven perfection, our imperfections are not flaws to be fixed but superpowers to be celebrated.⁴ In fact, VisualGPS research finds that 78% of consumers believe that an image generated by AI cannot be considered authentic, and social media platforms like Instagram, TikTok, and YouTube have made significant shifts in their algorithms to prioritize real, unpolished content over highly edited.⁵ While lifestyle makes up a large share of video content from 2024, including more candid, day‑in‑the‑life shots, and diversity across age, race, gender, and bodies, the common slow, steady pan of camera movement suggests a more curated feel. Consider utilizing more rapid cuts, tracking shots, and mini‑scenes or split screens that include messy middle edits that feel native and provide different vantage points.

From video visuals that are faster, looser, more intimate, and educational to the evolution of authenticity itself, creators are normalizing the infusion of value into video content, in turn truly elevating the lives of viewer communities through this consumption, before they make a purchase. The revolution will be recorded, and it'll be available via video.

Sources
[1] Forbes
[2] Forbes
[3] Wyzowl
[4] DVLP
[5] Vitamin C