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Why Original Content Matters: Navigating AI Evolution for Independent Businesses


AI generated image of a blonde woman working in front of her laptop

Image above AI generated


The evolution of artificial intelligence (AI) has sparked discussions about its potential to revolutionise content creation. With tools like OpenAI's "Sora" text-to-video feature, which generates dynamic visual content from basic text prompts, it's clear that AI is advancing at a rapid pace. But amidst this technological progress, the value of original, conceptual creative work cannot be overstated, particularly for independent businesses and brands - trust us, we've run several surveys which all highlighted the preference to original content!


AI-generated content undoubtedly offers new avenues for expression and storytelling. Platforms like Meta and TikTok are investing in text-to-video tools that promise to ease content creation, allowing anyone to produce captivating visuals with minimal effort - or so they say.


The proliferation of AI tools does not guarantee success for content creators or small businesses. Despite the accessibility of platforms like YouTube, where anyone can upload videos, the reality is that the majority of content struggles to gain traction. According to statistics, 90% of YouTube videos fail to surpass 1,000 views, highlighting the challenges that creators face in standing out amidst the digital noise.


For independent businesses and brands, investing in original content is crucial for several reasons. Firstly, it distinguishes them from competitors, allowing them to carve out a unique identity in crowded marketplaces. Original content also fosters authenticity and trust among audiences, as consumers are increasingly drawn to brands that prioritise creativity and innovation, behind the scenes connections, and raw unedited content.


Original content provides an opportunity for businesses to connect with their target audience on a deeper level - these connections are human connections. We have always said people buy from people, and that's especially true now when more and more customers look for small businesses and family owned brands to invest in to. By creating compelling narratives and storytelling, brands can evoke emotions, spark conversations, and build meaningful relationships with customers.


It's clear to us that independent businesses must prioritise originality and creativity. While AI tools offer convenience and efficiency, they cannot replicate the human imagination and ingenuity that give rise to truly impactful content.

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