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Intro Before we look into the future of content creation, lets have a look at a very brief overview of the evolution of social content, to get an idea of how the landscape is changing - we’ll focus only on the media and ignore enhancements like text overlays and graphics. Evolution of content creation Content creation has changed a lot with the development of platforms and tools. In the past, video creation was in the hands of a few people who had expensive equipment, experience and knowledge. Because of the advancement of smartphone cameras and the introduction of loads of easy-to-use editing apps, content creation has become more and more democratised. This has led to the creator economy, which consists of independent creatives who have found ways to use their knowledge and skills as a side hustle or full-time business. Based on this timeline, we could say that Studio is still in the space of Image and Paged Image content creation, with a smattering of video capability. To keep up with the evolution of content creation, we’d need to lean into video capability, with a focus on short-form videos. Why is video so successful? We know that most people are lazy. Would you rather read a 2000 word blog post, or watch a 20 minute video? Given the choice between video and written text, most people would choose video. Video makes your content more digestible and also more memorable — it’s a lot easier to remember an engaging video you saw a month ago, than to remember the details of a blog post you skimmed through. Visual context is just easier to remember - because humans are visual beings. Videos can really help your audience grasp your message when they can both see and hear your story. Any type of content enhanced with visuals is more memorable. Videos can also help to tell a story, and creates more immersive experiences. Maybe one of the greatest values of video is its ****ability to tell a strong story. And lastly, Video humanises your brand. Written content doesn’t have the ability to connect people as much as visual content can. It helps creators to create a deeper relationship with their viewers. When people are emotionally triggered, they are more likely to become invested or to make a purchase. How do you stand out? With the creator economy and content creation being accessible to all, there is an even bigger need for high-quality content, ****there is more content being produced daily, and consumers have become selective and only want high-quality information to watch, listen to or read. This is causing fierce competition among creators. You have to stand out from the crowd by producing very engaging content. To stand out, creators need to find and tell their unique story. Every individual and every new business has a unique story. There are interesting, compelling things about you and your brand that are true for you and — most importantly — not true for anyone else. Successful brands don’t succeed by telling people how they are “just like everyone else, only better,” they get traction when they proudly promote what differentiates them from everyone else. If your content isn’t telling a unique story, lacks a clear “big picture”, or is obviously lacking in any form of technical proficiency, then nothing else you do will make up for this. So essentially, creators need high-quality content and great storytelling, all while staying authentic and relatable - You need to share life experiences. Your life is unique. If you can tie your personal experiences into your content, you’ll do much better. Future of content creation So video content is a big deal but where is it going and how do we fit into that space and what can we do to contribute? The future of video content lies in technology, innovation, AI, analytics, and adapting to customers’ needs. Small, medium and big companies will look to move towards using one single platform to unify the content production process. With the obvious ‘short’ attention span of viewers, bite-sized and short-form videos with clear messaging will continue to gain traction. We will see more ultra-short videos that focus on key product features, capture micro-moments of customer interaction, and share sneak peeks to grow consumer interest and create awareness. Interactive videos will become more common - interactive content gives users control. When the user drives content they become more aware and engaged, therefore, amplifying your marketing message. Interactive videos are more relatable and shareable. Artificial Intelligence (AI) driven videos will keep increasing. AI could help with better personalisation but may also contribute to auto-creation rather than personalisation in order to preserve authenticity. You can’t rip out the human component to content and automate the core competency, which is producing media and telling stories. Although it’s become accessible to all, there are plenty of highly capable people who feel ****daunted by the sheer vastness of the digital landscape. Just when they think they’ve got a grip on one popular media platform, something new comes along to supplant it and AI can help to solve this problem with automation. Human connection and authenticity - Content creation requires human effort. The discussions about A.I. taking over content creation and content writing are misleading. A.I. could potentially come up with content to assist writers and authors in order to put pieces together, but, until cognitive and emotional skills are developed, it would not create enough impact. We need that human touch for a reason and we love content and products that engage us, that brings out the emotions regardless of genre. In other words, it is all about creating connection. This is what separates average content from good content and good content from great content. Interactive Video When a user is watching a linear video, it can be easy to get distracted. 87% of viewers use more than one device at a time, meaning you’re already fighting for your audience’s attention. Interactive video makes viewing active instead of passive, creating a game-like experience that grabs and keeps a user’s attention and results in a 591% lift in user activity. Interactive video is more memorable, the ability to engage with content in an interactive video makes a user more likely to remember your brand. Even if a viewer doesn’t interact with the video itself, interactive video ads are 32% more memorable than linear video ads. It also delights the user, interactive video is simply more enjoyable than linear video. It’s a great way to add a moment of delight to the user experience as your viewers explore an interactive story and learn more about your brand, all while having fun. They let the user be part of the story, and takes storytelling to new heights, letting your viewers become characters in your brand story who make decisions on how the plot unfolds. How can we help? Story telling Quality output Automation Interactive video