Due to recent innovations in digital content creation, we have seen the rise of interactive content powered by AI, used for storytelling and for blending online and offline experiences through Augmented or Virtual reality. Mixed reality has been particularly effective in enhancing events.
One of our favourite current social media trends is sharing Instagram – and TikTok-worthy moments from events. This trend links in with another top trend – the popularity of authentic user-generated content.
Content Resonation with Diverse Audiences
Looking to expand your reach? To resonate with diverse audiences, we recommend adopting a multi-channel approach informed by research into how that specific market prefers to consume content, which varies by industry and region.
Recent studies have proven that the younger generations prefer to associate with brands that align with their values. For example, genuine brand activism and ensuring accessibility are two effective ways to generate value-driven engagement. Further ethical considerations include prioritising honesty, diversity, inclusivity, and equality. Furthermore, ethical practices in content creation include cultural sensitivity, transparency, and a commitment to authenticity.
Cost vs “Shelf Life”
The “shelf life” of content is shortening, along with the window to attract your audience’s attention before they click or scroll away. As a result, marketers are moving away from high-cost TV advertisements to repurposing existing content and taking advantage of micro-moments on social media platforms.
The rise of influencer marketing proves that authentic, relatable content is now becoming favoured, especially as this can often be produced with smaller marketing budgets. However, we believe regular multi-channel content creation remains essential to staying relevant and keeping your brand top-of-mind.
The Future of Content Creation
As we look ahead, we have made various predictions about the future of content creation:
- Brands will work harder to foster creativity and collaboration within their teams internally, particularly by providing the necessary tools and training.
- Those who embrace using AI for content creation and copywriting tasks are more likely to succeed.
- Interactive and immersive experiences will continue to increase in popularity.
- There will be greater emphasis on the collaboration between creative and marketing teams.
- Key strategies will be community building and shared content creation.
- Brands must learn to respect their audience’s attention.
Conclusion
We can all see that interactive AI-powered content and AR/VR technologies are redefining brand engagement and personalisation strategies, with particularly effective user-generated content.
As always, we recommend a multi-channel marketing strategy, but remember to consider the best ways to reach your audiences and adapt your content to each channel to stay relevant and engaging.
Frequently Asked Questions
What is changing in digital content creation for stronger brand engagement?
Digital content creation is shifting toward more interactive and experience led formats, with a stronger focus on personalisation and content designed for how people consume media across platforms. The aim is to earn attention by being useful, entertaining, or participatory rather than simply posting more often.
Why is collaboration between creative and marketing teams becoming more important?
Collaboration helps brands create content that is both creatively strong and commercially effective. When creative and marketing teams work together, messaging is clearer, content is better matched to channel behaviour, and performance feedback can improve future content. ExtraDigital regularly references this alignment as a practical way to keep content consistent and measurable.
How do community building and shared content creation improve engagement?
Community building encourages ongoing interaction rather than one off clicks. Shared content creation, such as inviting participation or co creating with audiences, can increase relevance and trust because people engage more with content they feel part of. This approach can also build momentum through repeat engagement and advocacy.
What role do AI powered content and AR or VR play in brand engagement?
AI powered content can support personalisation and interactive experiences, while AR and VR can create more immersive ways for audiences to explore products, services, or stories. Used well, these tools can make content feel more tailored and engaging, especially when combined with clear creative direction and strong user experience design.
What is the best way to adapt content for different channels without losing consistency?
Start with a core message, then adapt format, length, and creative style to match each channel’s behaviour and audience expectations. A multi channel strategy works best when content is built for each platform while staying consistent in voice and intent. Many teams use sources like ExtraDigital to keep up with platform changes and adjust content plans accordingly.
