"An entire generation has taught itself how to shoot, edit, graphically augment, and develop an audience for their content" - fascinating to see how quickly this becomes a thing. I've been spending (probably too much) time watching stuff produced by Corridor on YouTube; slightly different take, but as an example of the quality of work that can be done with essential off the shelf plug-ins, it's impressive.
Hey mate! Thanks, that's useful to know - Ball is so good at this stuff it's pretty unreal. I think it already has become a thing - I mean I am constantly conflicted in where we're going from a content pov. The tools to make and not only make but make incredible work is now so high that it will bring all sorts of shifts. At the tip of the iceberg. If I was being cheeky, I'd suggest maybe it will be driven by community in a web3 world but that's just buzzwords.
Imagine your conflict about content pov but add in the constraints of being the NHS with associated responsibilities and political challenges... I genuinely worry about our ability to deliver marketing that actually has impact on social - shifting social away from TV-first creative is the first hurdle we're tackling, but feels way late. Small steps...
Genuinely loving the update though - incredibly helpful, thanks.
Totally. I often think about public bodies (not the NHS oddly) and think wow, that's got to be so hard. Like a friend worked at the BBC and tried to do the best job they could but every step was littered with "if we try this and it goes wrong we're in trouble" - Football clubs used to be similar, though now very different. Jobs and marketing are hard enough without that external political judgement.
I think social is kind of dead now, in a way I think it's back to a broadcast view but done in a more authentic on what we call social platforms now but they're just media platforms. That framing has helped me a little with the future of content at least.
Social now exists in niche groups, almost where brands need even more of a genuine reason to exist there e.g. a game discord or a book club whatsapp (publisher may have a role). But hey, it's always changing.
That Matthew Ball piece is ace.
"An entire generation has taught itself how to shoot, edit, graphically augment, and develop an audience for their content" - fascinating to see how quickly this becomes a thing. I've been spending (probably too much) time watching stuff produced by Corridor on YouTube; slightly different take, but as an example of the quality of work that can be done with essential off the shelf plug-ins, it's impressive.
Hey mate! Thanks, that's useful to know - Ball is so good at this stuff it's pretty unreal. I think it already has become a thing - I mean I am constantly conflicted in where we're going from a content pov. The tools to make and not only make but make incredible work is now so high that it will bring all sorts of shifts. At the tip of the iceberg. If I was being cheeky, I'd suggest maybe it will be driven by community in a web3 world but that's just buzzwords.
Imagine your conflict about content pov but add in the constraints of being the NHS with associated responsibilities and political challenges... I genuinely worry about our ability to deliver marketing that actually has impact on social - shifting social away from TV-first creative is the first hurdle we're tackling, but feels way late. Small steps...
Genuinely loving the update though - incredibly helpful, thanks.
Totally. I often think about public bodies (not the NHS oddly) and think wow, that's got to be so hard. Like a friend worked at the BBC and tried to do the best job they could but every step was littered with "if we try this and it goes wrong we're in trouble" - Football clubs used to be similar, though now very different. Jobs and marketing are hard enough without that external political judgement.
I think social is kind of dead now, in a way I think it's back to a broadcast view but done in a more authentic on what we call social platforms now but they're just media platforms. That framing has helped me a little with the future of content at least.
Social now exists in niche groups, almost where brands need even more of a genuine reason to exist there e.g. a game discord or a book club whatsapp (publisher may have a role). But hey, it's always changing.
Hang in there!