Creating Content in 2023
Long gone are the days of doing a photoshoot once a month and using that as content across channels. Not only will that not be enough, it may not be nearly effective as other opportunities. Consumer behavior has changed, algorithms have evolved, and new channels like TikTok are setting the standard. Let’s dive into what the options are in 2023 for creating content on social media:
AI CONTENT
The new and shiny object everyone is looking at and the coolest DTC brands are all in. Typically we are seeing this direction on Instagram feeds - going for that art direction vibe. A few our our favorites:
UGC
UGC is what everyone online is pushing - for ads and organic content. However, have you recently seen the backlash? Everyone thinks they can be a UGC creator and the quality of UGC isn’t there. When looking for people to work with be sure the brief them well and make sure they ave a portfolio that has content that mimics what you are looking for - because you CANNOT buy a video from someone these days expecting them to know what to do - you need to come in with that strategy.
INFLUENCER CONTENT
Somewhat tried and true, but Gen-Z are seeing right through the paid promotions, so be careful who you are paying here as UGC and a paid boost could be more cost effective for you. However, working with influencers (especially the super large ones like Alix Earle) can change the game for your business - it’s kind of becoming a go big or go home situation. The only caveat here if is you are looking for something specific in your content that will appeal to your consumers like this - the comedic approach.
GRAPHICS
Our favorite brands on Instagram are still going strong with mixing in graphics to their feeds. These are a great way to educate consumers or go for that more editorial feel when it comes to your content. A few our our favorites:
PHOTO & VIDEO SHOOTS
The tried and true - what launched advertising. This is still much needed for brands for their sites and can be mixed into social, used as graphic backgrounds, etc. but not nearly as prevalent as the other content types mentioned. We like to plan these shoots around quarterly brand shoots and new product releases and pretty much develop content libraries that are evergreen. Other than that, for brand marketing we love editorial/campaign style shoots - we don’t see this as often from new modern brands (outside of fashion) but honestly we want to see more brands indulging in this.