"Agencies deliver on time, stay on brand and rarely surprise you. That last part is the problem. In an attention economy where viewers decide in seconds whether to keep watching or scroll past, 'no surprises' is a strategic liability."
"Consumers are also becoming actively hostile to manufactured content. Hootsuite's 2024 data shows 62% of consumers distrust AI-generated content. User-generated content, unscripted, human and honest, influences purchasing decisions nearly more than influencer content."
"An agency can produce content about your company, but only an in-house team can produce content as your company."
Entrepreneurs are mistakenly outsourcing content creation to agencies, believing it solves their content issues. The real problem lies in trust and authenticity. Agencies deliver predictable content, but in an era where attention spans are short, this predictability can be detrimental. Building an in-house media team fosters authenticity, which is crucial for audience engagement. Video is now the primary communication tool in business, yet consumers are increasingly skeptical of manufactured content. User-generated content is more influential than traditional influencer marketing, marking a shift in content strategy.
Read at Forbes
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