Video’s role in a polarised world.

By Mark Darlington – Director of Video

In an increasingly fragmented and opinion-driven world, video has become key, to shaping perceptions and influencing debate. Its power lies in its immediate, immersive nature, capable of evoking strong emotions and forging connections in ways that the written word often cannot. 

But does this position video as a double-edged sword? A hero  . . . or anti-hero?

In a polarised society, video has the power to both bridge divides and deepen them. To be effective and provoke action or reaction, video storytelling, regardless of its objective, needs to be rooted in insight. Producing compelling video ideas and concepts relies heavily on understanding the target audience – their beliefs, concerns, and motivations.  

Turn insight into action 

Understanding what truly resonates with people, the challenges they face, and their aspirations is crucial. For instance, our campaign for Southern Water was aimed at changing the behaviour of customers who were disengaged or who had lost confidence in their water provider. 

Through our customer insight sessions, we were able to grasp the public’s frustrations and test content that would engage rather than provoke negativity and hostility. This connection, built on understanding the audience, allowed us to create video content that helped shift attitudes and drive the desired behaviour change actions.   

Risk and reward 

Video’s persuasive power also carries significant risks. In a polarised landscape, it can be a tool for both spreading and dispelling misinformation. The reactive impact of video, often amplified by rapid sharing across social media, makes it incredibly effective at spreading narratives, true or false. The rise of deepfakes, AI and cleverly edited footage can blur the lines of reality, reinforcing existing biases and making it difficult for individuals to distinguish fact from fiction. Content designed to provoke or confirm existing preconceptions can quickly go viral, trapping viewers in echo chambers and further instilling divisive viewpoints. 

However, video also offers a vital means to combat misinformation. Authentic, well-researched and presented visual storytelling can expose fake news, present alternative perspectives in an engaging, accessible format and build trust.  

By building human connection and drawing on expert insight, video can be a powerful way to tell stories that bring people together and open up understanding between different groups. Explainer videos can break down complex issues, helping people to see things more clearly. Testimonials from diverse voices can challenge stereotypes and promote empathy across different social groups. The challenge lies in ensuring that these voices and accurate narratives gain sufficient traction to cut through the noise of misleading content. 

Ultimately, video’s role in a polarised world should reflect our collective choices. By prioritising insight-driven, empathetic storytelling, and by critically evaluating the content we consume and share, we can harness video’s potential to promote understanding, inspire positive change, and build bridges rather than walls in our increasingly complex society.