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2023 has proven that content remains king and keeps evolving. More and more marketers are starting to use video and live streaming in their campaigns, exploring new formats and offering more and more content. According to a survey from Wyzowl, 91% of businesses are using video as a marketing tool. Companies are starting to use varied formats both for internal purposes, such as onboarding or training programs, and for external ones: advertising, conferences, etc. What could possibly await the field of content creation, especially live event and video production, in the future?

Increasing entry barrier for creative industries

Every year, influencer culture grows bigger and faster. The number of individuals identifying as influencers has skyrocketed, with a staggering 64 million accounts on Instagram alone. If we take into account other social platforms, such as Twitch and YouTube, the number will soar even more. However, with more influencers, the competition will also increase. Already now, there are both influencers with millions of subscribers and local creators who have been in the media field for quite a long time but do not enjoy such popularity. To stand out in this saturated field, bloggers need to do more than just talk on camera or post photos, merely presenting content. Content creators have to captivate the audience using humor, developing new formats, implementing tech innovations, etc.

It’s fair to say that content production will evolve and attract more funding to cover viewer demands. Thus, according to a Crowdtap survey, 44% of influencers are willing to work with brands to create relevant content for their fans, so collaborations will probably get broader and more unexpected.

Cross-industry content

The creative industry is a huge sector. Fashion, art, entertainment, music — every genre and style has its own dedicated fanbase. However, industry-specific boundaries become meaningless when it comes to fan entertainment. Content creators tap into different interests, blending sports and esports, shows and gaming, and so on to expand their reach and provide relevant content.

The cross-industry approach will change online event production, too. Shows about football players may also cover esports, and gaming events may include quiz shows, like in old TV programs — everything to appeal to a bigger fan base and stand out.

Story that matters

Storytelling is a powerful creative tool that helps brands and companies convey their message to fans. What it stands for, what the goal of its actions is — a brand can explain a lot through storytelling. While the tool isn’t new, it still has room to expand into live event production, video production, and marketing as a whole.

Marketing strategy can not only involve video or live streaming as an element but also use it as a medium to tell a story. To get their message across, organizers go bigger than making a show — they create a series of events to further develop and evolve the concept.

Immersive tools and formats

In many ways, the development of event production depends on technology. AR and XR are already actively used for video and live production. In-person events will not go anywhere, but the online format has managed to establish itself over several years as a completely reasonable alternative. Virtual events mean lesser location costs, unlimited production choices, etc. However, the overall experience of online events can still feel like a blur on a screen. Having a mixed-medium experience helps erase boundaries, which is especially important for online viewers. Augmented and extended reality technologies are transforming the way the event industry lives and breathes.

Niche content

Things that seemed underground or totally niche in the past years may unexpectedly become mainstream in the future. This is a fairly logical response to growing competition in the field of content production. Instead of using popular topics, content creators look for dedicated communities and develop the content with them in mind. By diving deeper into the interests of a specific audience and creating a sense of exclusivity, content creators improve the quality of interaction with the audience, which is valued more than the number of subscribers. However, it is not unlikely that such an approach makes one of the niches trendy, as was the case with VTubing.

The emergence of innovations, anticipation of vibrant collaborations, and new approaches to content creation make the future of live event production look quite rich. What content creators will be developing is not just a show but an experience for viewers, fuelled by new technologies and additional investments, which will only strengthen the creative economy.