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A big thank you to all of my readers:

In last week’s newsletter, I mentioned my one-time-only video workshop and now we only have three spaces left. To secure your place, use the code ‘TCN10’ for 10%. I’d love to see you there!

More information about the event here: https://www.eventbrite.co.uk/e/641187217227 

Where’s Glitched?

With the change to my agency coming up shortly, I’m leaning into creating this newsletter by myself. That meant I needed to change the newsletter name to something a bit more…creative. Now, this newsletter is dedicated to creatives that want to improve their content, and I’d be more than happy to share my advice and knowledge here, every week!

Now, let’s get into the newsletter.

As content marketing continues to evolve, it's crucial for businesses and content creators to stay ahead of the curve by leveraging the latest trends to maximise their impact online. If they don’t, somebody else will.

Sorry, but it’s true.

With the demand for high-quality, engaging content at an all-time high and only increasing, you’ll never be in a better place to begin your content journey than right now; whilst many businesses and creators are in the planning phases.

Today, I’ll break down the four content marketing trends that are currently reshaping the world of social media and how you can begin to leverage these trends in your current marketing.

So, when you’re ready, let’s dive in.

1) Community, Not Sales

One of the largest trends that I’ve seen throughout 2023 is a shift to community, as opposed to direct sales.

Whilst many businesses haven’t yet grasped this shift, most creators have been doing this for years. So much so, that the rewards of building a loyal community are now coming to fruition with the likes of creator-led brands dominating markets such as the FMCG industry with Feastables and PRIME.

For the businesses out there that have focused on generating sales as opposed to community, their products and services are now falling behind the times with new innovators with larger communities taking the market share.

Now more than ever, building community is vital. As the saying goes: “Your network is your net worth”. Start focusing on building brand advocates, instead of short-term sales.

2) Hiring Internal Team

With the demand for high-quality content from consumers only increasing, the cost of creating professional videos, photos, newsletters, and beyond, is only going to become more expensive.

I’ve noticed a large percentage of businesses looking to hire internal teams that can support the creation of the day-to-day content needs of their business. The vlogs, the quick updates, exciting news, podcasts, and the rest. Whilst agencies are now being used for the ‘big stuff’. 

For the last few years, I’ve said there needs to be both within a successful content marketing strategy, and it’s great to finally see this approach surfacing within SMBs.

If you haven’t got at least one videographer and editor within your business, look to hire them. They’ll remove the large cost of working with an agency to create content that can easily be done in-house!

3) Real-World Experiences

Especially within startups, I’ve noticed many now creating in-person, public videos that highlight their product or service in a fun, entertaining way with a real-world reaction.

Brands like yfood, Thursday, and MOJU are leading by example on this social media trend. They create videos that entertain the viewer, whilst educating potential customers about their products, and you should be too.

The beauty of these videos is that they’re reactive and unplanned, to a degree. You get real-world insight into what your customers think about your products or services, whilst at the same time achieving some incredible responses that you can turn into organic social media videos for entertainment purposes. Pair this with an internal team, and you’ve got content for weeks on end.

4) Long-Form TikTok Videos

Long-form TikToks are about to dominate the feed. With TikTok being the predominant platform for Gen-Z to search for answers instead of Google, we’re going to see a big increase in the length and detail of videos posted to this platform very, very soon.

Back in 2022, I tested this concept with a 75-second video that reached over 40,000+ views in only a few days. Back then, TikTok was filled with short-from videos for a quick dopamine high, but this is becoming less and less apparent with more long-form videos getting their portion of the attention.

I spoke with Brandon Baum, a creator with over 6BN+ views, for my new Podcast, Jack’s Chats (coming soon) and he’s leaning into long-form TikToks over short-form. This video received 2.5M+ views, whereas this video, being half of the length, received -84.06% reach.

The data doesn’t lie, and I’m confident we’ll be seeing the shift to long-form content imminently. So, jump on this now!

TLDR 💁🏼‍♀️

Here’s a quick summary of this week’s newsletter:

• Community, Not Sales: Focus on building community, and not selling. This will actually help you sell more in the long-term.

• Hiring Internal Team: Look to hire an internal videographer and editor for your business to support the creation of regular content.

• Real-World Experiences: Get outside and educate your customers with entertaining and relatable public videos.

• Long-Form TikTok Videos: Start to create TikTok videos that are longer than 60 seconds, the data doesn’t lie, these perform way better.

Whenever you’re ready, here’s how I can help you:

1. Consultancy Sessions: Book an hour-long call with me today, and I’ll teach you the processes and systems, as well as creative tips and tricks, that I use to create videos that reach over 1M+ people per month.

2. Video Content Workshop: A full day of strategic planning, creative ideas, and video production training to get you ready to create regular videos without the need for an agency.

Until then, I’ll see you in next week’s newsletter!