Businesses today exist in a rapidly evolving environment characterized by vast technological advancements, shrinking attention spans, and an explosion of digital content. This dynamic environment is underpinned by the creator economy, the content engine, valued at over 100 billion dollars and fueled by over 207 million content creators. Brands are no longer just competing with their products and services. They are vying for their audience’s attention and trying to cut through the noise.
Looking forward to 2024 — if content is king, how can brands effectively leverage it to engage with their audiences, build lasting relationships, and achieve their goals? A recent report by Artlist, the creative technology company, surveyed business leaders from leading companies like Amazon, Google, and Meta and over 7000 global creators to uncover the business, marketing, and content trends brands need to know to win in 2024.
The report uncovered several surprising predictions for the coming year. The highlights include:
Less technical work, more content.
In 2024, your team will be able to focus less on technical tasks and more on content creation. AI is transforming content production, making it quicker, more cost-effective, and widely accessible. Time and resources previously dedicated to extensive editing and post-production are increasingly unnecessary. According to a survey, 52% of video creators already incorporate AI into their creative workflows.
Push the boundaries of your brand.
Brands that want to stand out in the coming year must move beyond minimalist design and push their limits. Generative AI is ushering in an era of surrealist imagers, and brands should harness these tools for their visuals, sound, video, and motion design. The report also revealed that creators and brands will explore innovative applications of FPV drone technology, AR/VR, and immersive experiences for consumers.
Local talents, global reach
Technology and social media have made it easier for creators to profit from their content and be seen online. This gives brands more chances to find unique influencers with dedicated fans. Connecting with these specific audiences through influencers they trust is a great way to authentically connect to new audiences and grow your customer base.
Hire creative fire
More companies are bringing their creative work in-house instead of relying on external agencies. Advancements in technology have reduced the need for specialized technical skills. Therefore, in 2024, it's crucial for brands to hire exceptional creative talent and focus on strategic thinking to differentiate themselves.
Personalization is paramount
In a time of overwhelming content, making it personalized is essential to stand out. Brands need to customize and carefully select their content, particularly for Gen Z consumers. The days of passive, one-size-fits-all content are disappearing, with consumers now expecting interactive and tailored experiences.
In a competitive landscape where differentiation and innovation are vital for success, it's increasingly crucial for brands to have a solid understanding of their identity, intended message, and approach to conveying it. Brands are in the midst of a creative, technology, and content revolution — and it’s just getting started. So, are you ready to kickstart 2024? Read the full Artlist Trend Report 2024 to get actionable insights to get ahead and empower your brand’s creativity. You can also get everything you need to create amazing videos from Artlist — browse and download high-quality music, sound effects, footage, and more.
