Juliette Cuijpers Shutterstock
Juliette Cuijpers, senior director for Shutterstock Latin America, spoke of the first trends to be observed in 2022, with data insights noted as a valuable complement to creativity. “Creatives often work by instinct. Nonetheless, as data insights become more available, these instincts can be rationalized and we can finally begin to measure the impact of creativity,” she told PRODU. As for the changes produced during the pandemic, she said that what began as temporary solutions now help the creative sector evolve in the way it produces content. She added that the entire industry has become dependent on the association of talents living in different countries around the world as a way to obtain truly original content for their campaigns. “This not only helps speed up production time, but what is more important, the content is created by genuine talent, both local and multicultural.” Cuijpers noted that among the positive impacts of 2021 was that “creativity and its impact on business results have become an important area and a principal focus for marketing and advertising professionals.” So that for brands and businesses, social media in their organic and commercial forms continue to obtain good results and hail content as a well-established way to communicate with consumers. In that sense, Cuijpers said that considering the continued surge in social network platforms with profit their purpose, what is needed above all is ready-to-go content and first-class entertainment. But she added, “the industry realized last year that user-generated content (UGC) can be very attractive and very efficient when it comes to reaching target audiences and in the creation of online communities.” She also noted the inclusion of TikTok in the marketing strategies of corporate brands. “What’s interesting is that TikTok is known because its most successful content is organic and original. It’s refreshing that creatives take on the task of creating content that is really meaningful to their audiences without the need to be filmed in a physical production studio.”
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