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In an ever-evolving digital media world, staying ahead of trends and innovations is imperative. Siddhartha Laik, Founder and Editor-in-Chief of IWMBuzz, has cracked this code of success. With experience in media and entertainment spanning a decade, he brings valuable insights into the fast-paced world of online media and entertainment. From tracking industry trends to harnessing the potential of AI, Laik’s perspective offers valuable insight into today's dynamic media landscape, where IWMBuzz is one of the fastest-growing media and entertainment companies in India, excelling in internet publishing, branded content, live events and influencer marketing.
Excerpts:
How do you stay up-to-date with the latest trends and developments in the entertainment industry?
Essentially, it's a 24/7 uploading and publishing business. We have to constantly stay ahead of industry trends, which means keeping a close eye on Google, social media and relevant keywords. The most effective approach involves having dedicated teams and notifications in place to continuously track what's trending and what's not on the news front.
In terms of editorial coverage and business philosophy, it's crucial to understand and make decisions based on what Gen Z is interested in and what they're reading, consuming and listening to. Our core audience typically falls within the 18 to 30 age range.
How often do trends change in content creation and how do you stay updated?
In today's digital age, where businesses are inherently internet-focused, trends change very fast. I believe every quarter to six months, it’s common to see a change in the way news is consumed, presented and designed. Previously, trends would change over a span of two to three years, but in the internet era, changes occur rapidly.
Additionally, content creation has become heavily influenced by social media platforms like X, where concise introductions and eye-catching thumbnails drive audience engagement. Direct consumption of longer-form content has diminished, with social media serving as a gateway to redirect audiences to platforms where longer content is hosted.
Another trend is the rise of short-form video content, exemplified by the evolution of reels. Initially, reels were up to three minutes long but have since transitioned to shorter formats, such as one-minute videos. Many content creators, including ourselves, use reels to reach a broader audience.
You need to comprehend what synergises and aligns with your business's core audience structure, then adapt what works and evolve from there.
How do you see the future of online media and entertainment in terms of AI in the publishing space?
With the emergence of AI, particularly ChatGPT, there's considerable buzz around its usage, notably in content creation. However, ChatGPT relies on existing internet data to generate articles, raising various legal concerns. In my view, professions like ours will always require a human touch. Engaging in conversations and crafting articles involves infusing your personality into the content, which is irreplaceable.
