Interpreting the Democratisation of Content
Gone are the days when the size of your marketing budget was the only factor in grabbing attention. The democratisation of content has given even the smallest businesses a powerful tool to reach new audiences.
The landscape of content creation and consumption has undergone a seismic shift in recent years, driven by the ever-maturing presence of the internet and the proliferation of user-generated content (UGC) platforms as demonstrated by the staggering 34 million videos uploaded to TikTok daily and the 500 hours of content uploaded to Youtube every minute. This phenomenon, aptly termed the democratisation of content, empowers individuals and smaller entities to become active participants in the creation and dissemination of information, which has previously been dominated by traditional media giants.
What has driven this trend?
At its heart has been an evolution in the tools that support content development and its distribution. In particular, the availability of user-friendly and affordable software for video editing, graphic design, and audio production has significantly lowered the barrier to entry. Furthermore, developments in smartphone technology has facilitated the ability to capture and distribute near broadcast quality footage, while open-source platforms like Blender and GIMP, alongside intuitive mobile apps, empower individuals to create professional-grade content without hefty investments.
Cloud-based infrastructure development has also fostered this movement, with the emergence of platforms like Amazon Web Services (AWS) and Microsoft Azure providing cost-effective storage, processing, and distribution solutions for creators. This eliminates the need for expensive hardware and simplifies content management, allowing creators to focus on what they do best.
Alongside this, the rise of social media platforms has created readily accessible channels for content distribution. These platforms leverage sophisticated algorithms to personalise content recommendations, reaching diverse audiences with minimal effort from creators.
So, what does this mean for businesses?
Content strategy
A key benefit lies in the ability to deliver cost-effective content creation. What were previously hefty production budgets can be minimised with affordable tools like Canva, Lumen5, and InShot to create high-quality content (videos, infographics, social media posts) without breaking the bank. By developing bespoke content for social media platforms like Facebook, Instagram, and LinkedIn, SMEs can easily gain direct access to a global audience. While this notion is nothing new, creating targeted and engaging content plays an important role in attracting new customers, building brand loyalty, and fostering meaningful connections. Sprout Social reports that when customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand and 76% will buy from them over a competitor.
Enhanced brand storytelling is an additional benefit, as businesses are now able to tell their unique story in an authentic and relatable way. User-generated content (UGC) further strengthens brand narratives while fostering trust and credibility. A study by TurnTo Networks showed nearly three-quarters (73%) of shoppers say UGC increases their purchasing confidence. By actively engaging with audiences on social media and content platforms, businesses can gain valuable insights into customer preferences, needs, and pain points. This data can be used to further refine marketing strategies, develop targeted content, and ultimately improve customer satisfaction.
While the benefits are perhaps inherently obvious, there are some more challenging elements to consider.
The sheer volume of UGC can overwhelm audiences and make it difficult to discern credible information. The US has seen a 24% increase in consumers saying they don’t trust the media since Q2 2020. Therefore, it’s important that your content can stand alone by focusing on quality, relevance, and value.
Social media algorithms can also inadvertently amplify certain viewpoints and create echo chambers. SMEs need to diversify their content strategy and actively engage with different audience segments. Using targeted advocacy strategies via influencers or other acknowledged experts for different segments can be a useful strategy to support engagement.
Tools and technology
Helpfully, this new mode of content generation requires minimal additional investment in the technology stack as most content creation tools are cloud-based and accessible through web browsers or mobile apps. Also, most content creation tools offer freemium plans with basic features, and social media platforms are generally free to use.
However, larger enterprises may want to consider adopting a more sophisticated content management system (CMS) to help manage content creation workflows, store and organise content assets, and facilitate distribution across various channels. Furthermore, the emergence of Artificial Intelligence (AI) backed solutions in this space also means that safeguarding the consistency of brand messaging across several platforms is easier than ever before, an important consideration as business footprint and reach starts to grow.
AI is the buzzword on everyone’s lips but businesses are still coming to terms with how to adopt the technology and the best use cases. Common challenges are how to optimise your content so it can be picked up by AI but at the same time run appropriate controls to ensure it isn’t misconstrued or misrepresented. Furthermore, much like the tagging strategies to allow content to be picked up by search engine algorithms, writing styles will need to evolve to allow AI engines to reference your output.
Resourcing
Successfully implementing content democratisation isn’t necessarily just a Marketing initiative, it requires alignment with broader strategic and resource allocation planning activity.
While initial costs are lower, ongoing expenses for tools, subscriptions, and potentially additional staff for management need to be factored in. Furthermore, content creation requires time and effort. Upskilling existing creative staff or hiring dedicated content creators needs to be considered based on the volume and complexity of content production. A clear theme that has developed in the UGC space lies around the use of authority figures vs brand spokespeople. Recognised subject matter experts are far more likely to support an engaging message for potential customers. So whether it’s via internal specialists or external expertise, ensuring you have the right people for your message is an important success criteria.
For many industries, heightened regulatory scrutiny also means that robust content governance and risk protocols are required. Editorial guidelines, review and sign-off processes, and brand voice consistency measures for vulnerable customers are just some of the factors that need to be considered. An often under-appreciated element in this area is how to deal with feedback or comments. There are several examples, both positive and negative where brand engagements have gone viral. Strong but flexible governance is needed to keep your interactions as positive as possible and avoid your name getting out there for the wrong reasons.
What’s coming?
Much like the spark that fuelled its development, content democratisation is constantly evolving driven by further exciting technological advancements. AI-powered tools like automatic transcription, closed captioning, and content translation are removing language barriers and enhancing accessibility for global audiences. Additionally, AI-powered editing tools are streamlining the post-production process, saving creators valuable time and resources.
Elsewhere, blockchain-based platforms are exploring innovative ways to incentivise content creation and ensure fair compensation for creators. By enabling transparent rights management and micropayments, these platforms have the potential to disrupt traditional revenue models. In addition, the evolution of decentralised content distribution networks that leverage peer-to-peer networks to distribute content, potentially offer greater resilience and censorship resistance compared to traditional centralised models.
In summary
The democratisation of content presents a unique opportunity for all businesses to compete more effectively in the digital age. By understanding the technical implications, potential challenges, and resource requirements, digital leaders can guide their organisations in leveraging this trend to create engaging content, build brand loyalty, and support their broader strategic goals. Success will be dictated by how well businesses can strike the balance between maintaining cost-effectiveness, content quality, and efficient resource allocation to maximise impact.
3 things to consider when developing your content strategy
Delivering high-calibre content is no longer exclusive to expensive brand and media agencies – but there are additional costs that should be factored into your wider business planning process.
Targeted advocacy strategies are more effective than ever before in driving brand trust and awareness.
AI is a relatively new content tool for businesses – make sure you implement a solid but flexible framework to govern its use.
If you would like to talk about how We3 Partners can help you with your digital journey – please get in touch with us.
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