5 trends driving the future of content production

written by


It’s no secret that the landscape of consumer behavior and technology is evolving at an unprecedented pace—and so is the nature of creative production. To keep up, the products, tools, and services supporting teams that create content also need to adapt to continually support their users.

Our CEO, Steve Kalalian, recently pinpointed five major shifts that we observe shaping the future of content production, and in turn, the evolution of the Globaledit platform.

the always-on nature of content production

Today, teams can collaborate in real time on creative projects, across concepting, capture, edit, review, and distribution—from anywhere in the world. The ability to advance a project 24/7 with this constant connectivity enables brands to create content at an unprecedented pace, reflecting the always-on consumption behavior of their audiences.

emergence of new marketing channels

Many of today’s major marketing channels didn’t exist a few years ago—think reels, TikTok, and wearables. The shiny new formats and raw content style has matched consumer sensibility, driving revenue and creating high demand for new content.

The rapid emergence of these marketing formats means that brands need to build entirely new production processes accordingly. To maintain brand consistency among user-generated content (UGC) and influencer marketing content, for example, creative ops tools need to be equal parts structured, customizable, and easy to use.

e-commerce as a brand channel

The evolution of e-commerce from a transactional platform to a brand channel has transformed its content requirements. Beyond product shots on white backdrops, brands are now adding their personality into each shoot and building out highly-curated online experiences in every content format from video to CGI to 3D. This elevated level of production not only enhances the website experience, it also provides new content for other marketing channels, rounding out the brand image.

But when the shot count continues to multiply, workflow automations and planning software become key to helping studio and e-comm teams create engaging content with increased efficiency.

utilizing AI and emerging technologies

The use of AI and emerging tech like DALL-E, ChatGPT, Midjourney, and Sora has unlocked a new level of creative potential. We’re seeing it help directors build out creative pitches, DAM managers automate manual tasks, designers generate comps for visual storyboards, marketing managers assist with copywriting—and the list goes on. These tools are revolutionizing content creation and management, and as teams build them into their workflow, they are delivering higher quality content faster than ever.

rapid evolution and integration of the content ecosystem

The tech landscape no longer relies on a one-size-fits-all solution for workflow optimization. Instead, the key to efficiency lies in integrating multiple specialized tools, apps, and platforms—for everything from project management to marketing automation. By taking advantage of different capabilities and building a highly-integrated workflow, brands can push the right content through their funnel faster and empower their teams to create work efficiently. The products that are extensible and easy to integrate end up helping their customers the most.

As brands adjust their workflows to align with these key industry shifts, utilizing a next-gen creative production platform will help teams stay ahead of the curve with timely, impactful content. The Globaledit product team has already begun transforming these five trends into innovative new platform features—we encourage you to take a look.