Due to the recent innovations in digital content creation, we
have seen the rise of interactive content powered by AI, used for storytelling
and blending online and offline experiences using Augmented or Virtual reality.
Mixed reality has been particularly effective in enhancing events.
One of our favourite current social media trends is sharing
Instagram—and TikTok-worthy moments from events. This trend links in with
another top trend—the popularity of authentic user-generated content.
Content Resonation with Diverse Audiences
Looking to expand your reach? To resonate with diverse
audiences, we recommend adopting a multi-channel approach based on research
into how that specific market prefers to consume content, which will vary based
on industry and region.
Recent studies have proven that the younger generations
prefer to associate with brands that align with their values. For example, genuine
brand activism and ensuring accessibility are two effective ways to generate
value-driven engagement. Further ethical considerations include prioritising
honesty, diversity, inclusivity, and equality. Furthermore, ethical practices
in content creation include cultural sensitivity, transparency, and a
commitment to authenticity.
Cost vs “Shelf Life”
The “shelf life” of content is shortening, along with the
window to attract your audience’s attention before they click or scroll away. As
a result, marketers are moving away from high-cost TV advertisements to
repurposing existing content and taking advantage of micro-moments on social
media platforms.
The rise of influencer marketing proves how authentic,
relatable content is now becoming favoured, especially as this can often be
produced with smaller marketing budgets. However, we believe regular multi-channel
content creation remains essential to stay relevant and keep your brand
top-of-mind.
The Future of Content Creation
As we look ahead, we have made various predictions about the
future of content creation:
- Brands will work harder to foster creativity and collaboration
within their teams internally, particularly by providing the necessary tools
and training. - Those who embrace using AI for content creation and copywriting
tasks are more likely to succeed. - Interactive and immersive experiences will continue to increase
in popularity. - There will be greater emphasis on the collaboration between
creative and marketing teams. - Key strategies will be community building and shared content
creation. - Brands must learn to respect their audience’s attention.
Conclusion
We can all see that interactive AI-powered content and AR/VR
technologies are redefining brand engagement and personalisation strategies, with
particularly effective user-generated content. As always, we recommend a
multi-channel marketing strategy but remember to consider the best ways of
reaching your audiences and adapting your content to each form of media to stay
relevant and engaging.
