We found that digital culture is now all about personally-relevant content. In fact,
65 percent of Gen Z (online 18-24 year olds) agree that content that’s personally relevant to them is more important than the content that lots of other people talk about.
Individual viral videos ? the
Davids
,
Charlies
, and, yes, even
foxes
that broke through in the past ? are becoming increasingly
less
central to trends in a world where audiences and creators prioritize moments that matter to them and their lives.
Of all the trends we looked at and the data we pulled, three specific types of creativity emerged at the core of this new, personally-relevant pop culture:
Community creativity
,
multi-format creativity
, and
responsive creativity
. Here’s a quick look at how each of those plays a key role: