Many people assume that with cell phones and so many apps, content creation is simple and fast. In reality, content creation is equal parts challenging and rewarding that requires more than meets the eye.
Before you jump to conclusions about content creation let’s debunk a few common misconceptions:
Content creation is easy
Filming and editing a video is as easy as 1, 2, 3, right? It sounds straight-forward, but content production is rarely this simple. Even with tools like Canva and InShot, it still takes time for me to create a framework or outline for the story. Plus, you may need to record multiple times or rehearse to get the final video you want.
Content creation may appear to be easy, but once you throw in the planning, approvals, revisions, and after-hours e-mails, it quickly becomes much more complicated. Throw in social media channels’ decisions to constantly change specs and character limits and content production takes more time than you expect.
It can all be done by one person
Getting quality content out in a timely manner can be done, but it’s handled more effectively when multiple people contribute to content creation. I’ve produced content and managed social media as a team of one, but I find the best content comes together when I’m able to partner with a graphic designer, videographer, photographer, and copywriter instead of making it all on my own. Expecting one person to do it all and do it well often leads to your content not reaching its full potential and causes your content creator to burnout.
Social media management is a skill.
— Jenny Li Fowler, 이경실 (@TheJennyLi) March 19, 2021
Just like graphic design, video editing, writing, digital strategy, data analysis, crisis comms, marketing, photography — are all individual skills and professions.
Somehow, we’ve conveniently balled them up into the title, social media mgr.
Yes, there are influencers, entrepreneurs, and creators who produce content, but they don’t do everything on their own all of the time. There may be others behind the scenes editing an Instagram reel or responding to comments. In my work, I find that when I partner with influencers or creators, they often have someone to support with PR, social media, and many other content creation tasks–and it shows. If your company’s content creators don’t have the tools, resources, and team to enhance your content, it can only go so far.
All content creators are in their twenties
When I tell people I work in social media, digital marketing, or content creation, they automatically assume I’m in my early twenties and have little to no work experience. This is not true all of the time. Working in digital marketing, I meet more content creators and social media managers who are well beyond twenty-two. They’ve seen the digital landscape evolve over the years and their desire to keep their fingers on the pulse of digital content makes them well-equipped to craft relevant and powerful content.
Do me a favor and RT this if you’re over 35 and are a social media manager or work in social media marketing.
— Jon-Stephen Stansel (@jsstansel) January 14, 2022
I’d like to show folks that there are more of us out there than they think.
What also makes these content creators successful is their openness and willingness to listen to younger collaborators and employees. Keeping up to date on all of the digital trends out there can be overwhelming and challenging. Having another pair of eyes and trusting someone with a fresh perspective takes your content up a notch. Listening and brainstorming instead of jumping to conclusions about someone because of their age can give your content the boost it needs.
You don’t need analytics to be successful
Analytics may not be the most fun part of content creation, but it makes a difference in understanding your audiences and how to connect with them. Using data to make decisions can lead to producing content that your audience loves on the channels they enjoy the most. Content creation is more than creating viral TikToks at the snap of your fingers. It takes reviewing analytics, testing, and learning.
The next time you think of content creation as a young person’s game that takes little to no strategy, take a look at what your producers make and listen to them when they give your reasons for why they think a specific content piece will or won’t perform well. They spend time not only looking at analytics but also engaging with your audiences on a regular basis. Who better to understand how to motivate and drive results?
You need to participate in all trends
When it comes to trends, you should immediately hop on, right? It depends. When you decide to participate in a trend as a brand, it may not go as you planned. If the content doesn’t resonate with your audiences, your efforts to be a part of a trend won’t take you far. Before you create any kind of content whether it’s for social media, website, or enewsletter, it’s best to understand your audiences first.
Trends will come and go. What won’t go away is your audiences’ desire for a strong story, inspiration, and making a connection. Before you ask your content producer to jump on a trend, make sure you understand your audiences and why you’re talking with them.
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Image by albersHeinemann on Pixabay