Technology will continue to change the way we consume content – that’s a given. But when it comes to content creation, it can be difficult to avoid jumping on the latest tech bandwagon in the hope of creating something engaging. I’m sure we’ve all been guilty of thinking that shiny new gadget or latest piece of software will be the answer to all our content woes (I know I have). But soon enough, you’ll likely come to the same conclusion as me: new technology should be used to enhance your content, rather than make up for a lack of substance or creativity.
Take 360⁰ video, for example – it was tipped to be the next big thing in video production, and people were quick to dive in and invest in rigs, stitching software and the like. But what did they produce?
Endless videos featuring low-quality images of boring exteriors or interiors – that’s it. People were relying on the novelty factor to engage an audience.
Don’t get me wrong – there have been some really amazing 360⁰ videos. One such example is RYOT’s ‘Welcome to Aleppo’. By placing the viewer amid the devastation of this historic city, this immersive experience showcases an uncomfortable truth and helps to evoke a real sense of empathy. It provides a unique viewpoint, which wouldn’t have the same impact if presented on any other format.
In this case, the technology has been used to enhance the content and therefore the viewer’s experience. So you’d be right in thinking it’s a little short-sighted to ignore trends or refuse to embrace new technology.
That’s why I’d always advocate a research-first approach. Doing so allows you to explore new ideas that incorporate the technology without investing hundreds (or even thousands) of pounds. Of course, at some stage you need to take the plunge and get your hands on the tools you’ll need to test the water.
With 360⁰ video, there are a number of ways you can use the technology to enhance your content. Spatial audio, interactivity and immersive storytelling provide an opportunity for some very interesting concepts to be realised. But the process should still be concept first, with the second consideration being whether the technology exists to support your idea. If not, it’s back to the research and experimentation phase to find other methods that will achieve a similar outcome.
With 360⁰ video’s novelty factor wearing off as the tech world sets its sights on virtual reality (VR), businesses are slowly catching up. This means they’ll soon be looking to content creators who have the ability to help them harness this technology. And if you’re serious about creating content for the digital age, you need to be researching and experimenting with VR sooner rather than later. After all, you’ll garner a lot more attention for utilising this technology to create unique work rather than just working with VR ‘because everyone’s doing it’.
So just like the age-old question “Which came first, the chicken or the egg?”, when it comes to concepts and technology, it should hopefully be obvious. While technology will continue to provide opportunities for content creators to present ideas in new and exciting ways, the success of your content will always be determined by the strength of the concept. You may well captivate an audience with novelty factor alone, but this is not a sustainable approach. If you really want to build an audience and keep them engaged, you need to put your content first.
By Dom Brancaleone, executive producer at Redweb
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