Advertising is in the golden age of content creation. People have unlocked their dormant storytelling powers through a world full of creative platforms. Highly polished user-generated content is very accessible and through simple app interfaces, consumers can engage powerhouses of post-production and editing tools that don’t require much knowledge. Hyperlapse by Instagram, VSCO, Vine – all platforms that allow users to create highly intricate and interactive pieces of content.
On the agency side though, content, for something so talked about, has very little definition. Content should never be expected to take the place of a TV ad, and it never will, but it’s an entertainment-led concept that enriches a brand’s existence.