With multiple channels to disseminate content and a multitude of people in the profession of content creation, the digital realm is reshaping every facet of media and communication. In such a scenario, the shifting dynamics of content creation as the world slowly transitions from traditional channels to an ecosystem fuelled by digital innovations is slow and gradual. The expanding array of platforms and the types of content dissemination also calls for a constantly evolving role of content creators.
In a conversation with BrandWagon Online, Vinit Karnik, managing director, content and sports, GroupM India, talks of the influence of OTT platforms and the blurring lines between traditional media roles and digital creators. We explore the impact of hyper-local content, the balance between quality and social media spectacle, and the ongoing importance of human creativity in an AI-driven world.
GroupM India’s revenue from operations rose 32.8% to Rs 1313.3 crore in FY22 (January-December) from Rs 988.97 crore in FY21, as per the regulatory filings accessed by Tofler. Additionally, the company’s net profit increased 77.5% to Rs 356.12 crore in FY22 from Rs 200.58 crore in FY21. However, records for FY23 were not filed by the company. (Edited Excerpts)
How is the content landscape changing for overall content creators vs publishers?
The content landscape has exploded over time, thanks to the impact of smartphones and digital technology. It’s like everything has changed dramatically, creating countless opportunities for creators, platforms, genres of content and publishers. It’s so vast now that it’s hard to keep track of everything that’s happening. Back in the day, we had a finite number of media channels, newspapers, and a handful of radio stations. Today, we can’t even quantify the sheer volume of content and platforms available. New genres keep emerging, and the creator economy has grown beyond our imagination with influencers for every genre of product or service. In this vast content landscape, agencies and advertisers need to figure out what to do, when to do it, and where to do it. At WPP, we’re fortunate to have tools like WPP Open and various scientific resources at GroupM that help us guide our clients in making those decisions.
There’s a noticeable difference in content between OTT platforms and traditional media, such as reality TV shows on conventional channels versus those available on OTT services. We’ve observed that similar content often appears on both platforms. Do you anticipate seeing more of these kinds of content replications? Also, how can traditional media reinvent its approach to content in light of the growing influence of OTT platforms?
In some cases, content may appear first on OTT platforms before reaching traditional TV. The content offered on streaming services often differs from what’s available on TV. From a subscription revenue perspective, OTT may get priority, but there’s no obvious reason for this distinction from a content standpoint. As the media landscape evolves rapidly, what we observed last year has already changed today. These dynamics constantly shift, making predicting the future very difficult. Hence our job is to identify the right opportunities for our clients.
How do you define content creators, especially in the context of journalists and social media influencers? With the rise of the creator economy, where do journalists fit into this landscape? Do you see the lines between traditional media roles and content creators becoming increasingly blurred?
There are two key points to keep in mind here. First, we need to be self-aware about the kind of content we’re creating. Advertisers are looking for thoughtful content, and as creators, we should be mindful of that too. Conscious influencing is something we want to encourage, both from a brand perspective and from a creative standpoint.
Second, we’re going to see a big shift toward hyper-local content. India is incredibly diverse, with different dialects and food habits every few hundred kilometers. Regionalization will be crucial. That’s why we have methods to approach this scientifically. This focus on local relevance will be increasingly important moving forward.
Content is available across various formats like Instagram, YouTube, and more, but its reach can be quite subjective—it doesn’t always reach everyone. What do you see as the growth potential for different types of content? Given that some successes seem driven more by effective marketing strategies than by the content itself, do you think quality content is getting overshadowed by the social media spectacle?
Conscious influencing is a concept we often emphasize. We need to maintain our awareness of what’s happening in the world, even though we can’t control external factors. It’s about incorporating self-consciousness into our approach—whether it’s within brands or agencies like ours. To use a simple analogy, if you’re driving a car from point A to point B, you can control how well you drive and maintain your car, but you can’t control the traffic or the environment around you. Similarly, in the social media world, it’s all about self-awareness and how we manage our own actions and content.
Do we really understand what kind of content works today, or are we essentially navigating in the dark? If we don’t have a clear understanding, why do you think that is?
It’s definitely not a shot in the dark. The tools we have, like WPP Open and other GroupM proprietary resources, provide valuable insights into audience journeys across various platforms and channels. By understanding what works for different brands based on their objectives and key messaging, we can strategically select the right creators and publishers. While the world may seem fragmented, there are methods to navigate this complexity and reduce uncertainty.
Given the advancements in AI, will humans still have a significant role in the evolution of AI-driven content creation and dissemination?
Humans will continue to play a vital role in the evolution of AI. While AI has made a noticeable impact and will continue to evolve, it will not replace the need for human input. AI can provide inspiration, generate thought-starter ideas, and serve as a great starting point for content creation. However, human intervention is crucial for taking those ideas and refining them into something more nuanced, humanized, and audience-friendly. AI can become predictable over time, and its content may lack the personal touch and creativity that humans bring. For instance, AI-generated content may start to feel repetitive after a while. The creativity, emotional depth, and unique perspectives that humans provide are essential to making content engaging and relatable. We’ve seen similar trends in other areas. For example, after the COVID-19 pandemic, despite the rise of hybrid work models, people eagerly returned to in-person interactions and activities, showing the irreplaceable value of human connections. Similarly, while AI will bring significant changes and disruptions, it will coexist with human efforts. AI will be a powerful tool, but the role of human creativity and insight will remain crucial in shaping content and driving its evolution.