Is Glossy Dead?

For years, the gold standard in video production was simple: the glossier, the better. High-end cameras, cinematic lighting, drone shots, and polished scripts ruled the game. Glossy videos weren’t just a nice-to-have—they were the expectation, the signal of professionalism and credibility. But things have changed.

Today, audiences are hungry for something else—something real. Across every platform, from TikTok to LinkedIn to YouTube and even Instagram (yes, the former temple of perfect visuals), people are craving authentic storytelling over studio-perfect polish. They don’t just want to watch—they want to feel something. And increasingly, it’s the raw, human, emotionally resonant content that wins attention, trust, and action.

So, is glossy dead? Not entirely. But it’s no longer the king of video. In fact, the playing field has changed so much that clinging to gloss alone could be holding you back.

The Rise of Authenticity

Scroll through any social feed, and the most compelling content usually isn’t the most polished. It’s someone speaking directly to the camera with conviction. It’s behind-the-scenes moments. It’s storytelling that feels unfiltered and honest. The numbers back it up: videos that show vulnerability, humor, or real emotion tend to outperform slick corporate content.

What’s behind this shift? Partly, it’s fatigue. People are overloaded with content, and their B.S. detectors are finely tuned. If your video looks like an ad, they’ll scroll past it. But if it feels like a moment of truth, they’ll stop. Maybe even share.

It’s also generational. Younger audiences, especially Gen Z, prioritize authenticity over aesthetics. They grew up with creators who built communities by being raw and real—not by looking like movie stars. That preference has reshaped the landscape for everyone.

The AI Factor: Gloss is Easy Now

With the explosion of AI tools, creating high-end visuals has never been easier—or cheaper. Need a perfect backdrop? AI can generate it. Need a voiceover in 10 languages? Done. Need a deepfake spokesperson to deliver your message flawlessly? No problem.

This means the “wow” factor of gloss is fading. When everyone can create cinematic visuals with a click, the value of polish drops. It becomes the baseline, not the differentiator.

What stands out now is not the perfection of your pixels, but the power of your message. The heart of your story. The emotion you evoke. That’s something AI can’t fake (at least not well). And it’s something audiences deeply respond to.

Substance Over Shine

At Sprat, we believe video should do more than just look good—it should do something. Drive a result. Make someone feel seen. Move people to act. That’s why we focus on using smart storytelling and human psychology to craft videos that connect.

The shift away from glossy is ultimately a shift toward value. Audiences want content that gives them something—insight, perspective, laughter, goosebumps. That’s what gets remembered. That’s what gets shared. That’s what earns trust in a crowded, noisy world.

A New Kind of Video Strategy

This doesn’t mean you have to ditch production quality entirely. It means you need to be intentional. Ask yourself: Does the polish serve the story, or does it distract from it? Are you creating to impress, or to connect?

Modern video strategy is about matching tone to message, and content to platform. A heartfelt lo-fi selfie video might outperform a studio production on Instagram Stories, while a clean, documentary-style video might shine on YouTube. But across all formats, the throughline is authenticity and impact.

Final Word: Glossy Isn’t Dead—But It’s Not Enough

Glossy isn’t the enemy. It still has a place. But it’s not your ticket to success anymore. In a world where everyone can make shiny videos, what really matters is the story you tell and how it makes people feel.

So, ask yourself—not how good does it look, but how much does it matter?

That’s the future of video. And at Sprat, that’s what we’re all about.