As the Founder and CEO of Digital Dream Scientists, my job is to find exciting ways to create top-notch content for our clients. The world of content creation is always changing as people's preferences change, markets shift, and new technologies emerge. Especially now, with rapid advancements in AI technology, it's hard to predict what's coming next for content creation, let alone keep up with what's already happening. But let's dive in and see what we can learn!
Forecast: Podcasts will take off in 2024.
In 2024, podcasts are set to see a significant rise, especially among Gen Z listeners. Ad Age's Fall 2023 report reveals that three out of four Gen Z consumers are active listeners of radio, podcasts, and streaming audio. What's more, seven in ten trust recommendations from their favorite podcast hosts, highlighting the influential role of podcasts in shaping preferences and driving conversions. With this surge in popularity, we can expect a substantial increase in advertising investment in podcasts this year, exciting news for podcast enthusiasts.
So, what can we expect from podcasts in 2024? Many podcasts will likely transition to YouTube, in addition to traditional audio streaming platforms, as video podcasting gains traction. Spotify's video integration last year kickstarted this trend, and positive audience feedback will continue to drive it forward. Additionally, we anticipate a rise in podcasts falling under the 'edutainment' category. As people seek to make better use of their time on social media by engaging with meaningful content, learning-oriented podcasts are expected to flourish.
Forecast: Creators can expect technology to keep reshaping industry standards.
One of the most fascinating developments brought about by apps like TikTok is the democratization of content creation. Thanks to user-friendly video editing tools found within apps such as TikTok's suite or third-party options like CapCut, virtually anyone can now create content. This accessibility extends beyond software to include innovative hardware like Fujifilm's X-S20, which reflects the tech industry's responsiveness to the changing needs of creators. However, as user-friendly tools become more prevalent, a question arises: do professional videomakers feel the impact?
Increasingly, brands are requesting content with a TikTok-like look and feel. This shift places a unique challenge on editors, who must balance sophistication with the simplicity desired by brands. While initially disruptive, this challenge could lead to a breakdown of the editing monopoly, fostering newfound creativity. While established filmmakers like Guillermo del Toro and Guy Ritchie are unlikely to switch to tools like CapCut for their projects, a new generation of filmmakers may find inspiration to begin their journey using these accessible tools. This opens up opportunities for individuals who previously may not have had the courage or means to pursue filmmaking.
The blurring lines between high-end and low-fi video production signal a reevaluation of industry standards. While high-end video production will always have a place in marketing campaigns, it's becoming increasingly crucial in 2024 to carefully consider the medium used to convey your story.
Lastly, TikTok's recent collaboration with Spotify, enabling creators to use their own music in videos without uploading it as an original sound, offers a glimpse into the future of platform integration. This trend is likely to expand across major platforms, giving creators more options and pathways for content production. Interestingly, platform integration not only benefits creators but also presents exciting opportunities for brands. Imagine iconic brands like Smirnoff collaborating with emerging artists on TikTok videos—a potential avenue for innovative marketing initiatives.
Forecast: AI-powered collaboration will drive larger and swifter innovation than before.
The influence of AI in 2023 has profoundly impacted the creative realm. ChatGPT and MidJourney are now integral parts of many creative processes, including my own. Additionally, the emergence of Gen AI and LLMs has propelled the industry into a realm of boundless innovation. This is especially exciting for brands, creators, and producers like myself, as we anticipate a surge in third-party apps leveraging AI to streamline our work and spark creativity.
For instance, I recently sought a solution for the teleprompter issue, where the reader's eyes visibly move from left to right. Initially, I found no suitable tools. However, just last week, I discovered several third-party apps that address this exact problem by using AI to stabilize the reader's gaze. The rapid development of AI-powered tools by third-party developers, filling long-standing needs in filmmaking, is remarkable and has outpaced traditional editing software, including the Adobe suite.
Yet, the AI revolution extends beyond individual tools and techniques. Its true strength lies in its capacity to enhance accessibility, dismantle entry barriers, and foster new avenues of creativity. I'm eagerly monitoring these developments, and I encourage you to do the same.
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