Brands face an increasingly significant challenge: how to produce enough content for all channels while simultaneously reaching younger target audiences. These questions occupy many marketers, especially now that marketing budgets often do not grow in line with the need for diverse content. According to Ferry Bol, Creative Director at Altavia Unite, this calls for a reevaluation of traditional strategies and the implementation of new technologies such as AI and mixed reality to prevent what is known as content stress.
How technology is transforming content production
The growing demand for content, combined with limited resources, creates what Bol refers to as "content stress." Where previously a few texts and images sufficed, brands now need to produce much more to remain relevant across various channels. However, AI and MR offer solutions by creating personalized, platform-specific content on a large scale, without requiring additional budget. With these technologies, companies can work more efficiently while still meeting the demand for diverse and relevant content.
Generation Z: a complex target audience
Reaching Generation Z especially requires a new approach. Young people prefer short, quick content such as videos and memes, and their media consumption differs significantly from previous generations. To address this, brands need to focus on the trends and interests of this audience and use technology to remain relevant and visible. Utilizing platforms like TikTok and Instagram, where the younger audience is active, is essential to engage this group.