The Changing Landscape

Content that is popular is different now. The algorithms that serve that content are different now. And how our audiences consume that media is different now.

Difference isn't always a bad thing, but there are two forces currently at play when it comes to developing digital content -- metrics/branding demands and creative drive -- and they don't always play nicely together. I read a really thought provoking blog post by Christopher Butler about how experienced creatives are leaving not to change jobs but to totally change careers, and it could have to do with burn out related to “trying to create meaning within systems designed to extract value.”

Are we losing a bit of ourselves as we mold our content to meet numbers and goal posts? Maybe we are. But we still need to meet those metrics demands. It's a part of our jobs.

So when I saw this footage trends review from Filmsupply, it was a breath of fresh air. It showed me that cinematic creativity still holds a valuable place in the commercial world, and in fact can be desired for a brand. It doesn't always have to be a non-stop pursuit of pop trends or churning out voluminous content that lacks heart.

Commercial content that is meaningful, honest, inclusive, and simply creative still holds a place in this media landscape. It should still. And I think as we continue to try to extract value we must not forget that exponential growth isn’t always the solution, that creativity doesn’t have to always be a liability, and at the end of the day people will always love a good, well crafted story.