{"id":4912,"date":"2026-01-21T20:03:00","date_gmt":"2026-01-21T20:03:00","guid":{"rendered":"https:\/\/www.tvgla.com\/viewpoint\/?p=4912"},"modified":"2026-01-21T20:47:38","modified_gmt":"2026-01-21T20:47:38","slug":"how-technology-changes-your-behavior","status":"publish","type":"post","link":"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/how-technology-changes-your-behavior\/","title":{"rendered":"How Technology Changes Your Behavior"},"content":{"rendered":"\n

Okay, so \u2026<\/p>\n\n\n\n

A decade or two ago, the only reason you\u2019d use subtitles on your TV, aside from accessibility issues, is if you were watching a foreign film. But now, the majority of Gen Z and Gen Alpha use them all the time.<\/p>\n\n\n\n

To understand why, we have to look at their video consumption patterns and habits.<\/p>\n\n\n\n

TV captions<\/a> began as an accessibility measure as early as the 1970s and started ramping up in social media with the 21st Century Communications and Video Accessibility Act of 2010<\/a>, created to make sure that accessibility laws enacted in the \u201980s and \u201990s were brought up to date with 21st century technologies. Captions became ubiquitous when TikTok and Instagram introduced auto-captioning in 2021, and as more people have gotten used to seeing them \u2014 especially younger people, who consume the most social media \u2014 they\u2019ve grown to rely on them. Now, already-fast-paced social content can be consumed even faster, by reading the captions before the speaker has finished speaking. The same is true for TV.<\/p>\n\n\n\n

\n

Our job is to notice the trend early and fold it into our marketing efforts.<\/p>\n<\/blockquote>\n\n\n\n

Social media\u2019s influence on TV-viewing behavior is more complicated than captions. If anything, the use of captions supports the already-different viewing patterns the younger generations have adopted. Having grown accustomed to shorter-form, mobile content, they don\u2019t watch TV the same way their elders do. Rather than sitting down and focusing on a show or movie, they watch while they do other things. This includes while out in public, making captions a necessity for watching without sound. It can also mean watching more than one screen at a time, which captions make more convenient. A survey<\/a> revealed that 80% of gen Z and millennials \u201cdouble-screen\u201d when they watch. \u201cThe subtitles allow us to go on our phone but still absorb the content and gist of the TV show,\u201d says Isabel Brooks of The Guardian<\/a>.<\/p>\n\n\n\n

So what is the takeaway for marketers?<\/p>\n\n\n\n

When we craft our ads and our messaging, we have to factor in what the user is expecting on each platform and then watch closely as those behaviors expand to other areas. A style might start on TikTok but quickly expand to other social platforms and even off the screen and into the general zeitgeist. Our job is to notice the trend early and fold it into our marketing efforts.<\/p>\n\n\n\n

Consider vertical video.<\/p>\n\n\n\n

Before the 2010s, most everything was horizontal. But the launch of Snapchat in 2011 started popularizing the vertical format. In 2016, Instagram and Facebook shifted from a 1:1 square ratio to 2:3 and introduced Stories to rival Snapchat. TikTok was born in 2017, and the rest is history. A 2018 study by Mediabrix<\/a> found that vertical videos had a 90% higher completion rate than horizontal ones. So, as a marketer, if you were paying close attention in 2011, you\u2019d be ahead of the curve.<\/p>\n\n\n\n

Our friend Tyler Murray at VML predicts that, very soon, people will be able to delegate their shopping to AI<\/a> \u2014 a shift that could have huge ramifications for marketers, as, for the first time in history, our target audience could be non-human.<\/p>\n\n\n\n

These are examples of big changes, but there are smaller things, too, that can make a big difference.<\/p>\n\n\n\n

If you\u2019re a content creator with a personal brand, you already know better than to use the millennial pause<\/a> in your selfie videos (waiting a second before you start talking, a trait of millennial video-making that Gen Z loves to ridicule). Now you need to start talking before you even set your phone on the table (the Gen Z shake<\/a>), or grab attention at the top of a video by applying lip gloss or by saying \u201cOkay, so \u2026\u201d<\/a> (Let us know if our intro caught your attention; maybe it works in printed media as well?)<\/p>\n\n\n\n

And now, as the members of Gen Alpha are getting their first social media accounts and posting content that causes even Gen Z to scratch their heads, it\u2019s especially important to remain alert. Watch closely for what\u2019s coming next; will it be humor that\u2019s totally random and weird (see: s<\/a>kibidi toilet<\/a>) or a phrase based on someone\u2019s specific delivery that happened to make someone laugh (see: 6-7<\/a>)? (6-7 is also arguably random and weird, and yet it\u2019s Dictionary.com\u2019s 2025 word of the year<\/a>, by the way). Or will there be a new sea change, maybe as a result of AI, that affects our habits in ways we can\u2019t even imagine?<\/p>\n\n\n\n

From the way we consume video content to the language we use, technology changes our behavior in big and small ways. And now, as we\u2019re all connected in real time, these changes spread across the globe at lightning speed. As marketers, it\u2019s always a balance: we want our content to stay true to brand tone and guidelines, keep the audience in mind, and also feel native to the platform on which it lives. And the more tuned in we are, the easier it is to sense when to embrace a trend and when to flush it down the proverbial skibidi toilet.<\/p>\n","protected":false},"excerpt":{"rendered":"Today\u2019s social trends could be tomorrow\u2019s everyday life.\n","protected":false},"author":1,"featured_media":4915,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-4912","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized","8":"cs-entry","9":"cs-video-wrap"},"acf":[],"yoast_head":"\nHow Technology Changes Your Behavior - TVGla :: Performance Creative with Brand Appeal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/how-technology-changes-your-behavior\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Technology Changes Your Behavior\" \/>\n<meta property=\"og:description\" content=\"Today\u2019s social trends could be tomorrow\u2019s everyday life.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/how-technology-changes-your-behavior\/\" \/>\n<meta property=\"og:site_name\" content=\"TVGla :: Performance Creative with Brand Appeal\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-21T20:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-21T20:47:38+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/wp-content\/uploads\/2026\/01\/tvg_viewpoint_tech_change_social.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"TVGla\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"TVGla\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/how-technology-changes-your-behavior\/\",\"url\":\"http:\/\/lightsail-origin.tvgla.com\/viewpoint\/how-technology-changes-your-behavior\/\",\"name\":\"How Technology Changes Your Behavior - 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