01/05

Less technical work, more content

Innovative AI technologies mean that in 2024,
content creation will be easier than ever before.

Where once you might have needed extensive training, or have been expected to invest many hours in intensive editing and post-production, now technology will make everything faster and easier. According to our survey, by the fall of 2023, 52% of video creators reported that they were already using AI in their creative process.

Crafting
the content
of tomorrow

To find out what’s going on in this fast-changing field, we talked to a range of experts with a diverse media focus and carried out a survey of over 7,000 content creators. This report contains the results: actionable insights to help you create best-in-class content in 2024.

01/05

Less technical work, more content

Innovative AI technologies mean that in 2024,
content creation will be easier than ever before.

Where once you might have needed extensive training, or have been expected to invest many hours in intensive editing and post-production, now technology will make everything faster and easier. According to our survey, by the fall of 2023, 52% of video creators reported that they were already using AI in their creative process.

“I find myself drawn to work where I can clearly see the human touch. Maybe it’s a reaction to AI but when you can see the hand of the artist in every brushstroke and every wood shaving, it adds something. With time AI will figure out a way to duplicate it, but for now, it’s these distinctions that I look for.”

Paul Nguyen, Group Creative Director
at Prime Video & Amazon Studios

0 %
of video creators reported that they were already using AI in their creative process.
02/05

Push the boundaries of your brand

Minimalist design is out, while surrealist visuals have become the norm thanks to generative AI tools. The real challenge of 2024 is to use these tools to push what’s possible. The brands that catch consumers’ attention will do so by getting really creative with visuals, sounds, video, and motion design. 

We’ll see creators finding fresh ways to use FPV drone technology, exploring AR/VR, and creating immersive experiences for consumers.

Visuals

Sounds

Sounds

Video

Motion design

Motion design

Music

“Take calculated risks — don’t be afraid of experimentation, but make sure you stay true to your brand values as you take the leap.”

Veda Partalo
Former VP, Global Head of Marketing at Spotify
and current Artlist board member

Veda Partalo
Former VP, Global Head of Marketing at Spotify and current Artlist board member

03/05

Local talents, global reach

Technology and social media have made it easier for creators to monetize their content and get found online. At the same time, access to global content is changing the videos people watch and the music they listen to.

For brands, this means greater opportunities to find diverse and niche influencers with fiercely loyal audiences, who you can amplify to a global reach. Tapping into smaller, highly-targeted groups of people with voices they trust is a great way to authentically connect to new audiences and diversify your customer base.

World Music

Soundtrack your videos with songs from every continent

“Creators have hacked an authentic, creative, and empathetic way to connect with followers and are considered to be more reliable than the brand itself when engaging with branded content — 65% of people who follow creators stated this opinion in a recent survey by Meta.”

Maayan Sarig, Head of Communications & Partnerships at Meta IL

0 %
of people shared that they trust branded content by creators over content directly from brands
04/05

Hire creative fire

As companies increasingly shift content creation to in-house creative teams instead of outsourcing to agencies, the focus is shifting from technical skills to creativity and strategic thinking, a trend fueled by recent advances in technology.

In a world where AI has lowered the technical barriers to entry, it’s the creative talent that sets brands apart from the rest.

“While AI tech lowers the technical barrier to entry, it also puts even more emphasis on the power of a creatively attuned “eye” because that’s what makes content really stand out.”

Orit Bar-Niv
Head of Motion Array at Artlist

“While AI tech lowers the technical barrier to entry, it also puts even more emphasis on the power of a creatively attuned “eye” because that’s what makes content really stand out.”

Orit Bar-Niv
Head of Motion Array at Artlist

05/05

Personalization is paramount

In an era of content overload, personalization is emerging as a critical strategy to ensure your content reaches the right audience.

The ability to curate and tailor content to personal preferences is becoming increasingly valuable, especially for individualistic Gen Zers. The era of passive audiences is fading as consumers now expect to actively participate in their content experiences.

“Gen Z is at the forefront of this personalization 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.”

Amir Ariely, Global Creative Director & Head of Product Innovation, Creative Works at Google

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