Interviews, insight & analysis on digital media & marketing

Positive content consumption will continue to thrive

By Victor Potrel, Vice President of Platform Partnerships at TheSoul Publishing

Back in March the World Health Organization recommended that individuals “find opportunities to amplify positive and hopeful stories to safeguard mental health and it’s no coincidence that we’ve seen record consumption of positive content in 2020 as consumers were actively looking for such stories. In 2021 brands can continue to take this opportunity to better support their audiences and provide real added value to their consumer’s life.

The surge in positive content

When looking at entertainment content, it’s clear that consumers need a break from an often gloomy daytoday news backdropAccording to our recent research, sampling more than two thousand British residents who watch short online video content, this effect is only growing, with 76% of UK consumers agreeing that fun and positive online video content will become an even more popular source of entertainment in the coming year. Comedy videos are a great example of this. A third of Brits (35%) believe that comedy videos will show the fastest growth in popularity in 2021, followed by music videos, at 28%. 

The search for positive content is not new, but it has had a surge in popularity over the last year. Consumers want to be entertained and are spending a record amount of time on online platforms with people devoting an average of 2 hours and 24 minutes on social media each day in 2020. The message is clear, ware counting on those platforms to help us find the experience to make us feel better.

The benefits of content to feel good

Watching upbeat videos can even be beneficial for your health, a University of Sheffield study has foundincluding lowering heart rate and producing happy feelings in the viewer

Overall, it’s clear that watching this content is a form of escapismwith the potential to elevate our mood. With people working from home, the line between work time and rest time is blurred and some find it hard to switch off at the end of the day. Positive content can be the perfect distraction people need. Even if it does not replace the real experience, consumers want to feel a rush of comfort and happiness. 

Social media to uplift your audience  

Understanding the exact reasoning behind the appeal could be the difference between a genuine success and a flopIn our researchnearly 26% of Brits stated they watch positive online video content to improve their mood; 27% said they watch for inspiration for ideas and projects, and 17% said they watch to escape from the news of the day.

The first step in any social media strategy should be to really understand the audience and what they are looking for online. What are their motivations and ambitions? What makes us feel good differs from person-to-person, but general audience insights allow us to make our content as relevant as possible. From here, testing and refining as you go along is also key, as well as being reactive to new trends.

The rise in feel-good content is a great opportunity for creators who can focus on entertaining consumers when they need it the mostIt seems that positivity will continue to be king in 2021, and when used correctly, it will be an indispensable tool for brands and creators looking for ways to maximise the impact of their content. 


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