Artlist talked to a range of experts with a diverse media focus and carried out a survey of over 7,000 content creators. They put all of those results and information into a report that contains actionable insights to help you create the best-in-class content in the new year.

We read it. We loved the info. And now we want to share it with you for this weeks Marketing Mondays!

There were 5 key predictions shared for thriving in the content space in 2024. Here’s what they are, and a few of our favourite points from them. 

TREND #1: LESS TECHNICAL WORK, MORE CONTENT

Advances in technology mean that in 2024, content creation will be easier than ever before (thanks to the evolution of innovative AI)

This marks a significant departure from the traditional demands of content creation, where training in complex software, expensive on-location shoots, and labor-intensive post-production efforts were the norm. With technology at the forefront, the future promises a faster and more accessible creative journey for all.

52% of content creators said that the mean impact they expect AI to have on their work is to make it easier, because the tools will save them time.

TREND #2: PUSH THE BOUNDARIES OF YOUR BRAND

The brands that will win in 2024 will be those that catch their consumers’ attention by getting really creative with visuals, sounds, video, and motion design. 

“The more content there is, the harder you need to work to stand out from the crowd,” As Eran Yacobovitch, CMO of AI21 Labs, says, “Find and articulate your tone of voice: in an age where everyone has access to AI, you should be able to rise above the noise and make sure you bring something unique that reflects your personality and creation.”

The takeaway?

Consumers will love to see something different. Design will lean more towards surrealist visuals thanks to these new generative AI tools. The real challenge of 2024 will be to use the tools to push what’s possible. 

TREND #3: LOCAL TALENTS, GLOBAL REACH

With so much content out there, many successful influencers are going ultra niche, creating content for audiences that are smaller but extremely passionate and loyal. They prioritize quality over quantity in their followers, and are more successful at monetizing their audiences, both in percentage terms but also in terms of overall value. 

Partnering with creators with a smaller but fiercely loyal community will allow your brand to connect with diverse and niche audiences. And with a world that’s more open to international cultures, you can help take these local influencers global.

TREND #4: HIRE CREATIVE FIRE (like us 🤪)

Technical is out, creative is key

Thanks to recent technological advances like AI, creativity and strategic thinking matters more than ever. It’s the magic that makes the difference between good — which everyone can now achieve — and exceptional.

TREND #5: PERSONALIZATION IS PARAMOUNT 

When there’s so much content, you need to be strategic about making sure that the right audience finds yours. Standing out creatively is crucial, but it’s not enough. People need to notice it, before they can love it.  

Amir Ariely, Global Creative Director & Head of Product Innovation, Creative Works at Google, says, “Even with the aid of AI, it is impossible to consume all the content that exists. So, the ability to curate and select content according to personal preferences becomes even more valuable. GenZ is at the forefront of this trend, seeking tailored content experiences. They prioritize individuality and prefer to engage with content that aligns with their interests rather than conforming to mainstream trends. Consequently, the likelihood of two people encountering the same content in their feeds is diminishing, as personalization becomes paramount.”

So in 2024, make sure that you’re tapping the right channels – via the right influencers – and using the relevant metadata, tags, and groups to align the right pieces with the right audiences.

and that's all we got for this week!

That is just a few of our favourite key points from this study, but you can download the full report here from Artlist for an in-depth analysis of what’s to come in 2024 for content creation.

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