Expert Speak

Scrolling through any content platform today feels like navigating a dynamic and evolving landscape. There’s one end where we see creativity that boosts original content and on the other end, we have these trends and virality making chaos. One moment offers a spark of genuine humor or insight; the next, it’s a blur of repetitive trends and overt product placements. As a result, I believe, people are becoming increasingly aware of what content attracts them – and what drives them away.

The IIR this week is a vibrant mix of content. I particularly like the reel by influencer Sakshi Shivdasani where she collaborates with another creator and Instagram head. It created a vibe and definitely grabbed eyeballs. Then a video by creator @Natkhat_Krushna_29 shows him indulging in irresponsible comedy at the expense of others - completely a red flag.

As a content consumer, I have observed clear trends – humor and relatability in terms of genre and use of transitions, trending audio to capture attention. Such content pieces hit the nail! With the balance of showcasing original, authentic and relevant content while incorporating the viral elements in it, they ace the content game on social media platforms.

As a brand, in my opinion, we can leverage from this phase of content on social media platforms. While the relatability factor helps is crafting brand stories in an effective manner, the trending audios and transitions help the content piece in scaling, taking the brand to masses, of the right audience.

In the end, it’s the creator’s authentic voice that cuts through the noise and leaves a lasting impression.