With the raise of social media almost 7 billion people are potentially given a global stage to share their stories and experiences. Especially in those economically advanced societies „experience“ is replacing „knowledge“ as the social currency. Therefore it comes at no surprise that the importance of content creation tools has grown more and more over the last years. An array of new tools are now allowing users to easily generate their content and record their important moments like never before. Think, for instance, of the enormous success GoPro has registered in the past years, the functions of a modern smartphone (mobile screens getting larger, video recording, music library, video player, …) or the number of mobile-connected devices exceeding the number of people on earth (estimated 10 billions wireless devices according to Cisco (source) by the end of 2014). The age of the storytellers is now.
It is a trend affecting the way we live in general including how we learn and build our opinions, too. In return this has an effect on how we do and will do marketing and how brands have to leverage on this experiential need.
We would like to inspire you with a few examples around
how the quality of user generated content is continuously improving,
how brands and products are dialing up entertainment and experience and
cool new gadgets which will change the content creation and consumption soon.
The number of smartphones and -watches are increasing and significantly shaping our way of living. A modern high-end smartphone sums of the functions of € 880,00 worth of gadgets – video recording, music library, video player, text messaging, email access just to name a few – in 132 grams versus the around 7,4 kg weight of the aforementioned gadgets (source).
According to Cisco (source) by the end of 2014 over two-thirds of world’s data traffic will happen on these devices. Mobile’s screens are getting larger and data speeds are growing exponentially. The smartphone has become the beacon of content creation.
Two examples of entertainment innovation in the realm of mobile apps and user generated creation, confirming users’ desire and need for easy and effective video creation tools, are Vyclone and Hyperlapse.
Vyclone is an app which allows users to synchronize videos recorded from different devices at the same event. It allows to re-live social moments from multiple perspectives and tell a truly collective story.
The second example is the new app recently released by Instagram:
Hyperlapse. Based on a basic user interface, this app processes hand-held footage and generates a speeded-up and extremely stabilized version, meaning high-end footage in just, literally, two-taps of a screen.
BRANDS AND PRODUCTS
Brands started to cleverly leverage on entertainment, too. Here are two excellent examples around how to connect products with more exciting experiences:
Philips, with its interactive game teaching children how to properly wash their teeth, engaging them with smart animations and rewards.
The second example is from Harper Books who has developed a clever learning system called Chineasy, to help memorizing more efficiently the thousands of Chinese ideograms by creating a connection between symbols’ shapes and their meanings.
In some cases new technologies come into people lives not through mobile devices, but surprise them while they go on with their daily routines, catching them off-guard, and therefore, most of the time succeeding in engaging them deeply.
Smart engaged people by-passers when they least expect it: while waiting at the traffic lamp. The whole stunt consisted in animating the red man icon on traffic lamps in order to keep people entertained and prevent them form irregularly crossing the street. The performance payed out since 81% more people stopped at the red light.
Second is a Chinese soft drink – Lotte Chilsung – which caught by surprise its customers ordering at a vending machines. While engaging users, the performance also underlines the importance of an active lifestyle aspect.
Evolution of new devices, which allows either the creation or the consumption of the copiously new generated content is our third focus.
Google X, Google’s experimental lab, just announced the development of a display technology that will allow to assemble and customize screens in a super flexible way. Just like a monitors collage made of LEGOs the producer will get more control over how videos will be played back – as a whole or in a extremely fragmented way.
The last remarkable project is part of a competition sponsored by Intel, called „Make it wearable“. All finalist projects are extremely revolutionary – such as the customizable watch which adapts to one’s needs or the bracelets capable of adjusting the body temperature based on the room conditions.
One of the most remarkable project is the one by team Nixie who developed the first prototype of wearable drone. This drone is worn around the wrist and can, at any given point, spread its airscrews and take selfies of the person.
Do you have examples around the innovation happening in content creation, too? Please feel free to share them with us. We are looking forward to your message.