This AI stuff is kind of a downer... Issue 21  July 31st 2024

Surviving the Content Chaos: A Creator's Guide to Thriving in 2024

Let me tell you, the content creation game in 2024 is wild. I've been in this biz for two decades now, and I swear, sometimes I feel like I'm barely keeping up.

Remember when we thought smartphones and vertical video were going to go away because who would watch videos vertically? Hilarious!

And, now we've got AI writing assistants that can churn out videos faster than I can say "action." It's both exciting and terrifying.

But here's the thing - while AI and short-form content are shaking things up, there's still a huge demand for authentic, expert-driven content. People crave that human touch, ya know?

I recently spoke with Trevor and our friend Zef at The Film Situation Podcast about AI in the film industry. Give that a listen on Spotify or Apple, pick your poison.

Some Things I've Learned

I've learned (the hard way) that trying to be everywhere at once is a recipe for burnout. Focus is key. Pick your platforms wisely and dominate them. For me, I'm going back to blogging and podcasting. I tried jumping on the YouTube bandwagon this last year, but quickly realized that right now, what I need is a bit more focus.

One trend I'm loving is the rise of UGC. This is something I would've avoided like the plague (and did) a few years ago, but right now, it's becoming a big part of my business. I've opted to go the route of creating "Premium UGC" or "UGC+" which is somewhat more creative, more cinematic, and more fun (for me at least). And it's been going well. Repeat clients like Adidas that let me do more interesting things never hurts.

Data is your best friend in 2024. I use analytics tools religiously now. They help me understand what content resonates with my brand's audiences and why. It's like having a crystal ball, minus the creepy fortune teller vibes.

Collaboration is huge too. I love working with new people as well as finding people I love working with again and again.

Look, the landscape is changing fast, but some things remain constant. Quality still matters. Consistency is crucial. And building or helping clients build genuine relationships with your/their audiences? That's priceless.

Just remember, we're all figuring this out together. Don't be afraid to experiment, fail, and try again. (We all know I know I have) That's where the real growth happens. Now, if you'll excuse me, I need to go figure out what the heck "Web5" is supposed to be. Wish me luck!

Alex Darke