Content Curation – Next Innovation Cycle Will be Interesting

By Erik - November 4, 2015 (Last updated: April 5, 2017)

With the ever increasing amount of content, curation is needed, else the content will be lost, and never seen by the intended audience. Today curation (for video) is done manually in most cases, but with better algorithms, it can also be automated, like what is already done for text content. We take a look at what is needed to make this happen in video and where the road ahead might lead us.

For us “video-tech-social-media-storytelling”-nerds it is interesting times. There are fascinating technologies and trends coming from multiple directions. We will see more of this “Insta-joins-Snapchat-with-Event-Specific-Content-Streams” but also for video!

Curation of content is very valuable but also rather manual (i.e. expensive). As technologies for understanding video content is maturing and merging with data-driven analysis of audience interaction, the step to machine driven curation is not far. But exactly how far, and will the gap ever close completely? My bet is that there will always be a bit of a gap, here’s why:

  • The greater value for the audience is being exposed to new thoughts & expressions, a.k.a. Creativity. For the forseable future, machines will deal with repeating patterns but extracted from huge information pools.
  • Humans want to socialize with humans – that’s the whole point of socializing
  • “the smarter computer will win” as in if a machine understands it’s reading content from another machine the value of the content will be deemed less valuable as the task was to find interesting content for humans.
  • Computers can be trained to be amazing assistants – and this is likely to be the greater leap in this innovation cycle

Two more discussion points arise from these conclusions

  1. How close will we get to completely machine-based curation. Well, my 5c is that the equation at least involves ‘time’ and ‘quality’ and the trade off inbetween
  2. How great is the value of “being served” vs “being surprised”. This is of course personal, but I think we are about to be fed up with being served what we are expected to want to read and will see more value in being surprised, challenged and emotionally engaged in new ways.