How Coronavirus Is Exposing Content Culture, The Good and The Bad
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As the quarantine era begins to cultivate a new normal, there is no doubt digital content creation is the thread stringing us together, as we continue to stay apart. From the boom in Tik Tok dances, IG lives, and the new digital frameworks brands have adopted to connect with audiences, the digital playground the pandemic has created is uncovering both the progressive and problematic culture behind “why” and “how” we create online.
1. The digital content space is becoming more and more democratized.
The art of creating content has technically been democratized ever since the smartphone, but the truth is, not everyone has always been welcomed into the space. Between older generations shying away from the latest social media platforms because of technological ageism, to creators of marginalized communities failing to be credited for the viral trends they create, digital exclusivity has definitely shaped the content landscape.
However, the urgent nature of the pandemic has eliminated these conventions, prompting brands and creators to meet audiences where they are.
Here’s an example.
A few months ago, we wouldn’t have seen the Mayor of Chicago post on Tik Tok to make an announcement of any sort, we would’ve most likley seen the usual Twitter or Facebook statement paired with a link to a sign-up. And of course, Tik Tok is an obvious choice right now, seeing a +33% increase in Gen Z users in just this past month, but this is not just about shifting platforms to garner the attention of young people. This is about eliminating the ideas behind “who” is allowed to create “what”. As authenticity becomes a necessity in these times, the culture behind content is shifting from curation to realism, and it’s working.
2. Brands and creators often tend to cling on to relevancy without purpose.
In the hyper-saturated content landscape, relevancy = worth. Often, the urge for brands to stay top of mind and “be a part of the conversation” results in content that serves no real purpose, creating a loop of recycled messaging. We’ve recently seen this phenomenon play out with the surge of near-identical coronavirus commercials in the past few weeks.
This could be indicative of several things.
- Brands are unsure of what to say about the pandemic, so they are just employing a safe and easy blueprint.
- The creativity within cause marketing content is something that has yet to be fully explored and developed.
- There is a lack of true intention behind most of the content created.
However, the uncertainty of the future has forced intention to be a priority. Conversations about mental health, social injustice, and navigating the job market act as the epicenter of content right now — but these matters needed to be discussed pre-COVID. The conscious, community building content brands and creators are pumping out in quarantine only shows how much fluff existed before.
3. Few boundaries exists around content consumption.
Despite the state of our technological advancement, it is clear we have yet to establish real boundaries regarding the way we interact with technology and digital content. With content highly accessible and almost inescapable, digital fatigue is becoming a daily reality in quarantine. From “zoom fatigue” setting in, to the increased social usage, screen time (phone, laptop, television, etc.) is up 13+ hours per day for the average U.S adult.
As digital remains the only space we can occupy, it is becoming even harder to establish how much connectivity, is too much. There is no easy fix as to how we can set limits on mindless content consumption and creation, but it’s definitely an area that needs to be explored.
4. The economic frameworks behind content creation are outdated.
Content is a form of currency and a costly one at that. As most industries begin to feel the economic impact of the virus, the content space is no different. Ad spend is rapidly decreasing, and influencer/paid social content is the first to go. Emarketer reported a 45% decrease in paid social amongst U.S agencies in March.
Although influencers are adjusting, choosing to monetize content on platforms like Patreon and Twitch, these economic pathways are not as lucrative as ads and sponsorships, as it requires an audience that is willing to pay for content that competitors offer for free.
The quarantine has highlighted how fragile content monetization frameworks are, posing the question: how much is content worth, and do we value it? This worth has been further complicated by streaming services like HBO, Quibi, and Amazon, offering premium content free of charge in light of the virus.
The reality is, creators and brands deserve to be paid for content accordingly, but we seem to be growing out of ad supported and subscription based frameworks. So, what’s next?
