Sandbox Brand Marketing | by Coty Walker

The business world is a buzz with two words: content creation. It requires us all to put our most creative foot forward when engaging our audience.

Wikipedia defines Creativity as a phenomenon whereby something new and somehow valuable is formed. The created item may be intangible (such as an idea, a scientific theory, a musical composition, or a joke) or a physical object (such as an invention, a literary work, or a painting).

How does the technology that we use today affect how creative we are and the way we create?

Content Creation is Second Nature

Historically we have used a variety of tools that helped us engage in creative processes, and the most creative minds have in many cases been the ones that have mastered the use of these tools. Normally the mastering of these tools have required a certain level of investment in our part to produce quality output from the creative stand point. We have had CAD tools, Photoshop, etc. which are sophisticated and require a certain level of instruction in order to become proficient in its use.

Since the creation of the smart phone we finally have a tool that allows us to let our creativity flow in a way never seen before, in a fairly intuitive way and accessibility to the creative process in the digital realm has been simplified thanks to the creation of thousands of different apps.

Instagram with its use of filters allows you to become a photographer without a major investment on equipment or deep knowledge of ISO, light metres or aperture.

Twitter allows you to become a journalist in 140 characters and broadcast to a potentially world-wide audience.

Pinterest has become your playground for idea generation if you are into design or cooking or renovations or fashion or any hobby or interest of your choosing.

We now see online ‘influencers’ that range in ages from 4 years old to 99 and come from all walks of life. There is no need to have a degree in journalism or a master’s degree from one of the top schools to have an audience. It’s all about your ability and willingness to express yourself in a creative way.

The creative process has become personal, accessible and more spontaneous than ever. Thanks to smart phones and apps, we are able to start creating at a young age. We are now able to easily and adeptly create music (Melody Jams), movies, and virtual worlds out of cubes (Minecraft) with a few clicks or taps.

The art of TV production is now open to anyone. Anybody can run a daily or weekly show or series that thousands watch, all produced with a computer-mounted camera, smart phone or digital camera. You don’t need a sophisticated studio to make it happen, you can do it in your computer room. You can do it walking down the street. This simple fact has changed television so radically that channels on YouTube now compete with cable.

Broadcast Signal Always On

We are not only creating amazing content on a regular basis but regularly broadcasting it as a matter of course. We broadcast our personal or not-so-personal thoughts, likes, dislikes, political views, relationships, vacations and other content on a continuous basis. We are out there putting our creations on display for the world to decide what is good or not, creative or not. Some people define themselves by the amount of fans, likes and engagement that a specific post generates. There is a brand new meaning to the word ‘influencer’.

We are all familiar with the stories of people becoming overnight stars due to the success of a single homemade YouTube video which has brought significant income ramifications to their lives. Becoming a Blogger or Influencer is now becoming an acceptable career path. Even one that is aspired to.

What Does This Creative Shift Mean to Companies?

How can companies exploit creativity in order to connect in a more creative, interconnected world?

In the past, the most successful marketing campaigns have traditionally been run by big expensive advertising firms with big budgets. Although this trend is still valid we see more and more successful campaigns delivering big impact with low budgets. Lets take the example of the Dollar Shave Club whose company CEO Michael Dubin wrote, directed and starred in the company’s launch video which went viral due to it’s sheer simplicity and creative messaging.

Thanks to the acceptance of social media, where most of us have become content creators as well as content consumers, we are finding a trend where content has become improvisational. There are lower expectations of video, live video is becoming the norm. It is now about the message and how it’s delivered. It’s truly about the creativity and authenticity behind it and not the production value of the video. Most social networks have currently facilitated live environments, which also allow companies to connect with the consumer at a more human, one to one level.

This shift now gives smaller companies an opportunity to compete at a level that was only reserved to companies with big budgets before. We are seeing start-ups coming up with a good product and an innovative way to communicate it being able to take a big share of the market overnight and make it happen. It’s not about big budgets anymore but the ability to creatively communicate with your audience in order to start the conversation.

Contact Us

Here at Sandbox Brand Marketing we have plenty of expertise in helping our clients create their company’s content strategy. We craft content and messaging with brilliant creativity that will capture your audience’s attention and help them align with your brand quickly and fiercely. Let’s chat about your needs, contact us.