VisualGPS Creative Trends Culture Video: Glimmers of Joy

In a world saturated with fast content and doomscrolling, consumers are looking for escape: A moment of joy to balance out news cycles through glimmers. What are glimmers? The opposite of “triggers”.

Glimmers are about experiencing a dollop of delight, a flash of fun or a moment of joy. They are micro‑moments that spark gratitude and pleasure. Getty Images' VisualGPS research shows that as many as 6 in 10 Europeans state that they can’t keep up with the pace of the world anymore. Video glimmers are an opportunity to make your communications stand out.

Picture this: Cherry‑blossom flowers moving gently in the wind. A table warm with food and conversations. A steaming coffee waiting for the first sip. Slow pace and space for a breather. If you recognise some of these visual moments in your social feed, your algorithm has taken you to a world of glimmers—where corners of joy offer respite from the fast‑paced world.

Glimpses and flashes of visual fun on Glimmertok, Pinterest or elsewhere have the power to evoke a sense of calm, tranquility and comfort. With 71% of Europeans taking steps to improve their health and wellbeing every day, our VisualGPS research shows that consumers are eager to see this. However, videos most popular with European brands in the last 12 months show fast‑paced work environments, while only 7% showed mindful glimpses of life.

When considering video for your next projects, there is a vast amount of video content on Getty Images for you to discover. Sharing moments of visual calm with your audience can help them see your brand in a different way.

Top tips for threading glimmers through your video edit:

• Showing relatable moments like a belly laugh, the warmth of a hug, or a couple sharing a knowing glance will evoke emotional responses in your audience.
• Smooth camera movements in videos can help bring a peaceful mood to your edit.
• Soft colours and natural lighting also help create soothing atmospheres, i.e., dewdrops on a spider web or frost patterns on a window.