The pervasive nature of content online – and in the social media space particularly – means really outstanding, fresh content is of utmost value to brands looking to expand their digital footprint and, hopefully, form long-lasting connections with their desired audience. It’s all about great content in exchange for authentic buy-in.
Visual solutions provider, Greatstock, is constantly on the search for exceptional content that breaks through the clutter; “Broadcasting and sharing content and actually resonating with people are very different things,” says
Greatstock managing director, Margi Sheard.
“The struggle is in delivering something that differentiates a brand, publisher or broadcaster from the rest – and licensing that content properly to give fair compensation to the creator,” says Sheard.
Information trade
According to
Fast Company, our fully-fledged sharing economy has effectively converted content into its own currency. It can be shared and exchanged with others to acquire knowledge, it buys earned trust and negotiates an exchange between people and brands with similar interests and goals. The more content a brand brings to the table, the more business they create.
Mobile majority
Sheard maintains one of the most valuable and powerful content mediums is the photos and videos stored on our smartphones and personal cameras; “
Footage captured in a split-second can be extremely valuable – whether it’s the opportunistic filming of a chance encounter in nature, or iconic events as they’re unfolding, this content is highly coveted and often finds unbelievable reach.”
With the demand for breakthrough user-generated content comes the ever-increasing need for protection of that content. Sheard warns amateur videographers against simply uploading videos and images directly to Facebook or Twitter.
“Most people don’t see the value in their own content,” says Sheard. “By sharing videos on social media without adequate representation, people run the risk of their content being shared and reused across multiple platforms, without any credit or fair remuneration.”
The correct representation presents opportunities for amateur and professional photographers to have their content disseminated locally and internationally.
“The entire process of licensing, showcasing and syndicating the content is handled by Greatstock,” says Sheard. “And means potential income for the owner, without the risk of anyone infringing their copyright.”
“The fact that content is deemed the new currency, in itself, speaks to its value,” says Sheard. “And just like anything we value enough to use as currency, it should be protected as such.”