Let me paint you a picture, shall I? Imagine a rough ball shaped object on a table. Pick a colour for the object, take your time. Perhaps you want to pick another colour to create contrast on the object. Glitter maybe? Now imagine that the object is slowly poked with a finger and that the finger has just left a marble sized dent on it which you can clearly recognize a fingerprint from, since your imagination delivers vivid and razor sharp imagery. Now I want you to really concentrate on a second finger which is about to collide with the object that is not so round anymore. Did it leave a dent just like the first one? Was there a squishy sound when the second finger entered the object? Were you satisfied, relaxed even? Or did I just steal thirty seconds of your time, which you can’t get back?
These kinds of videos are everywhere – just google “the most satisfying videos in the world” and you know what I mean. These colorful, simple videos that seem to intrigue people around the web may seem meaningless at first and a total waste of time. At least that’s what I was thinking when I first heard about them. But maybe the idea that this virtual guruism is the next big thing isn’t bad, since people need to just stop for a minute.
Take me for example. As I’m writing this, I have five communication applications open, which constantly remind me of their existence with pop-up notifications. One of them shows me messages from my colleagues, another one tells me that my favourite street fashion seller has a sale and the third one is letting me know that Wolt’s delivery guy has picked up a dish I ordered from my favourite Italian restaurant and is now pedalling his bike yet another ten kilometres to deliver the food to me.
And if you are anything like me, your phone has been synced with the same applications. And why wouldn’t it be, since that’s how we have no way of missing out on anything, regardless where we are. And at this point I can also start worrying about the wrong delivery address I accidentally gave to the (poor) Wolt cyclist.
I think you get my point by now. People have always felt the need to unwind and relax after a hectic day and that hasn’t really changed since the early days of the working world. But the ways of relaxation have multiplied too. One can do yoga, have a mindfulness session or watch a video about slime. Whatever works for you. So in some ways, this kind of social media relaxation trend is the yoga 2.0 for younger people. And as a video producer I am curious to see, if this trend of endless fidget spinners and slime videos (to name a few) is developing to actual stories told by brands.