The Future of the Web is Video

Kendra Gaines By Kendra Gaines  |  Mar. 26, 2013

It’s the first quarter of 2013 and everyone wants to be the person to tell you what’s next. I’m not sure what we all gain from it other than a solid “I-told-you-so”, but you’ve probably read many articles telling you what’s happening for 2013. I’ve personally written a couple and I’m sure your favorite blog has published several.

It’s easy to predict trends because most of them are already around. Not many of them are groundbreaking things you couldn’t deduce for yourself. But when you’re moving onward from trends and trying to really think about what the future holds, you’re looking at a bunch of different things.

I’m not going to beat around the bush. I believe the future of web design, especially for companies in the business of selling, will be based in video. It may not be 2013, but there’s certainly going to be a push for a much larger role of video in corporations. It makes sense from a branding and promotional perspective as well as from a technological perspective. You put the two together and…voila!


HTML5 ’cause it’s easy

Web development is not fun. As a matter of fact, as a person who’s design-first, I think coding and development is a major pain in the bum. It’s not something I like or desire to do and I almost always outsource the task. At any rate, I can easily say that coding from 5, or even 2 years ago is much easier than what it is today.

HTML5 is becoming our new standard for creating websites. It’s much more common sense and is trying to become more compatible with different browsers and devices. With that being said, we have to point at how much easier video can be in HTML5 than in any other way.

Flash is dead. And that’s not news to you. So it’s time to start thinking of the new ways to present video online. Using video with HTML5 makes things easier because we aren’t using embed tags having to use outside sources and plugins, but now we’re able to host our own video and present that. In addition, HTML5 is typically compatible on mobile devices which is a huge plus in this day and age where Flash mobile barely exists.


Videos for the brand

Make no mistake, advertising is dead. Gone are the days of a cute commercial with a matching magazine advertisement. No longer are customers purchasing products based off persuasion and basic features. People desire a connection, and that’s not a half bad thing. When people feel more connected to a product or service, it’s going to be much easier for them to be loyal to that brand and to share that brand with others.

Advertising campaigns don’t help connections. Most are quick shots at a giggle and that’s about it. Story telling is much more effective. That doesn’t mean you have to do a 45 minute documentary with video, but it means that with video, you have a much higher chance of showing your audience something real. It can be how to use the product, how it works and how it relates to every day.

Of major importance for the Internet, is the ability that video can be found easily. With sites such as YouTube and Vimeo, these are added avenues of almost free promotion. We know search engine optimization matters, and having your content in more than one place is a great way to get more people visiting your website.


So, why online?

It’s easy to think that if we’re going to be making more videos, why put them online and not just make them ad spots or something else? That’s a fair question and one you could throw many arguments. The most basic of answers are money and discovery, as we’ve already discussed.

In addition, we’ve got to take notice that more people are using the world wide web and more are beginning to use their mobile phones to access the web. People are getting online not just to immediately buy your product, but they want to find out more about you. They want to discover new things and see if it’s for them. They want to be a part of something bigger.

The web as we know it is changing, even with the development of responsive and retina-ready and things of that nature. When technologies change, it changes the focus of consumers. There’s less fluff in coding and consumers want the same advantages. They want to be informed and feel connected. Video does just that.


Clerkenwell Close – The Pathway of Smokers

This seems to be a nice little experimentation in some of the ways you can use video and your current surroundings. It’s like a video game meets a story line that’s interactive. I’m sure those interested in this found this website to be very entertaining. 



Any good band has a good visual to go with their singles and their image. Metropol does just that with this website. The entire thing is built with HTML5 that allows you to open up singles and watch the video right where you are. This is easy to understand and use and introduces you to the band quickly.


DeeJay Chiama Italia

This radio personality seems to do a lot of decent interviews and events with some up-and-coming names. Instead of just telling us all his credentials and why we should listen to his radio show, he offers us pictures and videos of some of his work. Again, we have the ability to see what he’s all about right then and there and get a real idea of his brand.


Rolu 4 Ommu

Rolu 4 Ommu is a bunch of different things in one. It’s a bit of an exercise in art that lends itself to the development of furniture. There are many things that come out of this little study, including the chairs that you see. The purpose of using the video is to show the uses of the furniture and how others interact with it. If you get a chance, you’ll want to go to this site and read up on it in the ‘About’ section, as it’s really interesting stuff.


Social Design House 

In some circumstances, it’s a little hard to tell what a different agency will do. Why? There are so many that focus in niches that you’re unsure if you need their services or not. Fortunately, Social Design House has taken the time to develop a video that lets you understand what exactly they can do for you and your brand.



Much like the previous Social Design House, this company uses video to show who they are as a brand. While there isn’t much of a story line, it’s almost unneeded thanks to the headline on top of the video. We know what they do, now they’re giving us sneak peeks as to how they do it. They also happen to have a demo reel that’s quite stunning.



Sometimes you want nothing more than to see how things work and how people do what they do. Adek understands this and uses this to their advantage when welcoming visitors to their site. They feature an intro video that helps us visualize what they do and how to use the products they’re offering. 


The Random Adventures of Brandon Generator

This is another website that shows how using HTML5 and video can create amazing experiences for users. Rather than just giving a plain presentation of a story, the visitor has the opportunity to visualize everything and become an actual part of the story here.  



Let’s keep in mind that web design is not necessarily the aesthetic quality of what’s on the web, but it’s about the placement and understanding of things on the web. With that being said, you hear many suggestions on what’s next for web design but those are aesthetics. Those are trends and those are looks.

As far as getting the web back to being meaningful with great content and useful, it’s time to look towards the newer technologies. Nothing is 100% right now and it’s okay if you use Flash here and there. But it’d make sense if everything were to start moving this way where video is (even moreso) easily accommodated in web design.

There’s a shift in the way things are being done as of late and video seems to make the most sense.


How do you feel about the future of video in web design? If not video, what is the future? Let us know your thoughts in the comments.