Mumbai: If there’s one phrase that’s seen an immense rise in consumption from the pandemic, it needs to be “content material.” Though content material has all the time been there in the limelight, it gained prominence in 2019–20 since all of us had been caught in our houses. Many individuals wished to enter the content material creation business however couldn’t achieve this due to full-time jobs or a scarcity of time. However, after the pandemic, a lot time was instantly out there for hobbies and following our ardour.
The artistic economic system has grown tremendously during the last two years. In truth, as per studies, it’s anticipated to the touch Rs 2,500 crore by 2025, which in itself is testimony to the truth that each content material creation and consumption are on the rise. Not solely this, however there have been important investments made in the content material creation business, in startups targeted on content material creation and content material monetisation, and in addition on particular person creators to assist and help them in their journey.
I began my content material creation journey in 2018 after I was juggling aggressive exams and my startup enterprise. As somebody who has seen social media platforms evolve over time and introduce new options to assist creators, listed below are some video marketing trends to observe for in the approaching yr:
Celebrities have change into creators and creators have change into celebrities
It is now regular to say that each single individual, whether or not or not they’re celebrities, has realised the ability of excellent content material. There is a sure sense of relatability and shareability that comes with content material, which is why sure items of it go viral. One of the important thing variations between celebrities and creators is entry; the latter is extra accessible. Celebrities have been hopping on to this pattern and beginning to put out “content material” in their very own capability to interact with their viewers. For instance, actors like Varun Dhawan and Alia Bhatt have been persistently posting content material on their YouTube channels, and the identical goes for cricketers like Aakash Chopra and Shoaib Akhtar. On the opposite, there are creators who’ve change into viral sensations and have change into celebrities of some kind.
Brands will begin creating content material for themselves
With TikTok getting banned in India and Reels & Shorts coming into the image, it is vitally evident that short-form content material is on the rise. Instagram leveraged Reels to its benefit, and the identical was executed by YouTube with Shorts. In addition to creators creating content material for their very own pages, manufacturers additionally must be creating content material to ensure that they ship throughout the precise messaging. It’s necessary for the manufacturers to deal with their very own content material in addition to investing in creators to take action for them. Since a whole lot of manufacturers and firms have seen the significance of short-form content material, they may begin constructing a content material engine for themselves and driving visitors organically too. So in case you’re a enterprise proprietor, be certain that to leverage content material to your benefit. The pattern may even deal with manufacturers creating user-generated content material and utilizing that to their benefit.
Short-form content material will proceed to rise however long-form will assist in authenticity
We’ve seen this in the final yr or so when so many creators turned in a single day sensations, and the pattern will proceed. It is alleged that the typical consideration span of a goldfish is longer than that of people. People will nonetheless proceed to eat short-form content material as consideration spans are declining. But that doesn’t imply long-form content material will not be consumed. One of probably the most attention-grabbing methods to provide long-form content material at scale is podcasts, and I really feel that this might be a pattern one can expect in 2023. We can expect much more podcasts in the following yr, not simply from creators however from companies, entrepreneurs, artists, freelancers, and extra.
The second option to create video content material at scale is to doc every little thing. This was mentioned by American entrepreneur and investor Gary Vaynerchuk, the place he mentioned, “Document, do not create,” which mainly takes the load off the creator to create content material. One lengthy piece of content material can provide you with greater than 60 items of short-form content material. The artwork is in churning out content material and distributing it so that individuals watch it.
Overall, I’m very optimistic concerning the content material creation area, and I can’t wait to see the way it unfolds in the close to future. It’s troublesome to foretell trends as no person is aware of what may change or what may occur, contemplating the latest Elon Musk take care of Twitter, however we can solely hope for one of the best. Well, now’s pretty much as good a time as any to begin creating content material. If you haven’t began but, what are you ready for? Get began right now.
The creator of this text is digital content material creator and Iceberg Creations founder Deepak Pareek.
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