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Disruptive Insights: February 2024

By Shannon Bourke
February 2024 Industry Insights from the Disruptors Co team

1. Bite-size content is practically a nibble..

In recent years, we’ve seen the rise of short-form content platforms like TikTok, Instagram Reels and YouTube shorts. With this, we’ve also seen a decline in attention span, and thus viewer retention with longer content pieces across various demographics. To accommodate this, we need to catch and hold the viewer’s attention in the space of 3-30 seconds. And with an increase in AI integration, it’s become even easier to batch shorter content, with fillable video templates, automated editing, and generated captions all at the touch of a button. So, not only are we holding the audience’s attention for a shorter time, but we’re spending little-to-no time to do it. – Charbella

2. Design tools: Should we revel in the ease of use and simplicity, or remain focused on sharpening technical skills?

Creating visually compelling content or launching an online store has never been easier, thanks to convenient, versatile and intuitive design tools like Canva and Figma. We’re seeing traditional tech barriers being lowered, microbrands popping up overnight and smaller businesses competing with more established businesses. But as the digital market becomes increasingly saturated, the value of unique high-quality content rises. Design tools alone are not enough to compete. Focusing on tech skills and design fundamentals remains a necessity, especially if you’re to use the platform to its fullest potential. – Lenore

3. Rhode’s viral influencer marketing..

Hailey Bieber’s latest phone case from her company Rhode that doubles as a lip gloss holder has gone viral. The soon to be released phone case features two grooves that perfectly grip their signature ‘Rhode peptide lip treatment. As soon as she debuted a photo of herself with the case on social media the internet went wild.
Mrs. Bieber can now add ‘Beauty Product Marketing Genius’ to her growing CV – Having the lipgloss holder in-built means consumers may opt for Rhode as their on-the-go lip gloss product of choice and also conveniently feature the Rhode brand in every selfie they take. – Shannon

4. Australia’s funding environment is reflecting a global slowdown in investment..

This insight has come from the Cut Through Venture’s 2023 State of Australian Startup Funding report released last week. But while this may seem like bad news, it does actually represent an opportunity for startups and small businesses to explore different funding methods and it provides an opportunity for enterprises to explore mergers and acquisitions with promising businesses.

I’m also seeing a reinvigoration of corporate interest in innovation. Interestingly the cost of living crisis is impacting sales and enterprise businesses need to work harder to articulate value. Innovation is being harnessed not only to articulate value, but to create new means of providing customer value. – Joanne

5. AI tools still need a lot of human interaction to make them good!

AdCreative.ai the #1 most used AI tool for advertising generates assets, tracks competitors, and creates reports all using AI.

LinkedIn Campaign Manager leverages AI to simplify ad creation, enhance ad performance through data-driven insights and optimisation. Enabling advertisers to create more effective and targeted campaigns, ultimately improving the return on investment. But both tools still require significant human refinement for a quality outcome. – Gavin

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