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Predrag Stojkovski: A Few Questions About the Future of Digital Communication Content

In 1968, renowned artist Andy Warhol famously stated, “In the future, everyone will be world-famous for 15 minutes.” Today, 56 years later, this prediction has become so real that it’s almost unbearable.
Why unbearable? In a world where nearly everyone has a smartphone and social media accounts, most users—98% by some estimates—have turned into "content creators," all aiming for fame. This includes everyone, even the author of this text and the owner of this portal!
In this universe of content creators, we see several groups: regular users sharing daily activities, businesses posting uninspired content, wannabe influencers with mundane posts, and a minority creating truly engaging content, leveraging Instagram and TikTok algorithms effectively.
Now, let’s focus on businesses. Unlike individuals who can post whatever they like (even workout routines), companies must align their content with their brand values, ensuring that what they share on Instagram and TikTok reflects their identity.
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It’s also crucial to consider the essence of these platforms: Instagram is polished, like Hollywood, while TikTok is raw and authentic, resembling ex-Yugoslav cinema. This raises the first question for businesses, marketing agencies, freelancers, and content creators: how can they consistently create non-boring content in large quantities?
A key point to note is that good design and photography are no longer enough—video content is king. Yet producing quality, original video content continuously is challenging for even the most experienced creators.
This marks a transition in communication content: from static design to short-form videos optimized for Instagram and TikTok. Platforms themselves favor video content, as seen in the visibility gap between video posts and those with just photos or designs.
The second question is how to adapt to this shift. Sure, companies can hire influencers to create cheap, lowbrow content ("pull my finger" humor), but while visibility may increase, brand value often suffers. Not all influencers fall into this category—some produce serious, original content and understand platform dynamics.
The third question is whether businesses and marketing agencies are ready for this transition. Are businesses willing to invest more in high-quality video content that aligns with their brand? Are agencies prepared to invest in training and hiring skilled video creators?
I don’t have definitive answers to these questions, but this topic certainly offers food for thought. It extends beyond marketing, delving deeply into the psychological aspects of human behavior in the digital age.
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When it’s about controlling hundreds of articles, product pages for web shops, or user profiles in social networks, all