The Creator Economy is booming, and PR pros, communicators and the brands they represent are among the big beneficiaries of this wealth of talent. After another huge year, what can content creators—and the brands and firms that engage them—expect to lead content trends in 2024? New research from Artlist, a tech firm for digital creators, takes a deep dive.
The newly released Artlist Trend Report 2024, takes a comprehensive look at how international brands should approach video content in 2024, exploring how they can push their boundaries, embrace new technology, and create a local connection in an increasingly global landscape.
The report, which provides industry insights from business leaders at Google, Amazon, and Meta, as well as actionable data from more than 7,000 global content creators, offers predictions designed to inspire and empower brands to look toward the future and create without limits.
The firm’s top predictions include:
Less technical work, more content
AI will continue to make the content creation process faster, cheaper, and more accessible. You’ll often no longer have to invest time and resources into intensive editing and post-production. The survey finds that 52 percent of video creators already use AI in their creative process.
Push the boundaries of your brand
Minimalist design is out. Instead, thanks to generative AI, surrealist visuals will start trending. Brands that want to stand out in 2024 must use these tools to innovatively reimagine visuals, sound, video, and motion design. Creators will find new ways to use FPV drone tech, AR/VR, and immersive consumer experiences.
Local talents, global reach
Technology and social media have made it easier for creators to monetize their content and get found online. For brands, this means greater opportunities to discover diverse and niche influencers with fiercely loyal audiences. Tapping into audience niches with voices they trust is a great way to authentically connect to new audiences and diversify your customer base.
Hire creative fire
There’s been an uptick in companies taking their creative in-house rather than outsourcing to agencies. New technologies have also lowered the barriers to entry in terms of technical skills. So, in 2024, brands must employ top-notch creative talent and prioritize strategic thinking to stand out.
Personalization is paramount
In an era of content overload, personalization will be critical to cut through the noise. Brands should look to tailor and curate their content as much as possible, especially for Gen Z audiences. The era of passive and generic content is fading, and consumers expect to be able to actively engage.
Brands are now operating in a rapidly advancing technological landscape, and shrinking attention spans and an explosion of digital content have led to a greater need for compelling, sharable visuals. There are significant business opportunities for brands that project a distinct voice with unique creative approaches.
“Today, a brand’s vision, and the business strategy that it influences, all need to be conveyed to consumers through a single voice that spans diverse forms of media, and remains authentic, no matter what,” said Ira Belsky, co-founder and co-CEO of Artlist, in a news release. “There are so many changes happening before our eyes that it’s more important than ever for brands to be clear on who they are and the essence of what they want to convey about themselves.”
“2024 is set to be a truly unique year. The technological advances we’ve seen in 2023 have triggered an entirely new generation of enthusiastic creators exploring new directions,” said Itzik Elbaz, co-founder and co-CEO of Artlist, in the release. “Technical expertise is no longer a barrier to entry. Creativity can be unleashed by anyone from anywhere. It’s going to be a wild ride of a year.”