In this article
We’re constantly told about the importance of content marketing, digital marketing and social media but before any of that can make sense, it’s worth grounding everything in one simple idea: digital content is the engine that drives it all.
Digital content can take many forms of video, blogs, podcasts but how you create it, distribute it and shape it for social platforms is what determines whether it actually reaches people. In today’s landscape, creating content isn’t enough. It needs to be designed to live and travel on social media.
And increasingly, that engine is powered by video.
At its core, content marketing on video is about creating and sharing valuable, relevant, and consistent material that attracts a clearly defined audience. What’s changed in recent years is how accessible that has become. A new generation of creators are producing high-impact, professional-looking video using nothing more than a smartphone, simple editing apps and a strong idea.
For many organisations and individuals, the shift to more video content can feel intimidating, but the reality is the opposite: it has never been easier to create effective content at scale.
Over the past decade, we’ve all been exposed to countless digital campaigns from global brands to independent creators. What’s changed most significantly is not just what we consume, but how we consume it.
Platforms like Instagram, TikTok and YouTube have shifted audience behavior toward short-form, engaging video content. Whether it’s a 15-second clip, a behind-the-scenes reel, or a longer-form story, video now dominates attention.
From polished product showcases to raw, unfiltered moments, audiences are engaging with content that feels:
So how does this apply to the arts and culture sector?
Simply put, if your goal is to be discovered – whether you’re a gallery, museum, theatre or artist – you can’t rely on being a hidden gem. You need to show up where attention already exists, and that’s on social platforms, led by video.
Think more of video enabling you to become the Museum, Gallery or Theatre “without walls”. You might be small, off the beaten track and only open some of the year – or an artist in between shows or projects – but with video you’re in control. You can share your stories with people who may never have the opportunity to visit in person, but who will love what you do and who could become a loyal patron and supporter of your journey.
Choosing the right format is where content creation becomes a strategic decision.
There are more formats than ever, but video offers the greatest opportunity for reach and engagement. The key isn’t high production value – it’s clarity of story and consistency of output.
For example:
Short-form video allows organisations and artists to stay visible on a daily or weekly basis without heavy production demands.
The barrier to entry has dropped significantly. What matters now is not can you produce content, but can you produce content people want to watch and share?
If you want to learn more about how to make great content that connects, but on a shoestring budget, check out our webinar, Social media content without the cringe: Storytelling for arts & culture.
Video has become the most versatile and effective form of digital content because it can:
A single video can be adapted for:
This creates a powerful opportunity: one piece of content can serve multiple marketing channels.
And importantly, audiences respond not just to polished content, but to:
This is where arts and culture organisations and artists have a major advantage – there are plenty of rich, authentic stories to choose from. Video simply becomes the medium to unlock them.
While video is leading the way, other formats can still play an important role.
Photography remains highly effective, particularly for strong visual brands. A well-composed image can still stop someone mid-scroll. And with modern smartphones, high-quality visuals are more accessible than ever.
Audio content, such as podcasts, offers another route. It’s a more intimate format, often consumed over longer periods, making it perfect for – for deeper storytelling and building loyal audiences.
But increasingly, these formats work best when they are supported or amplified by video. For example:
Whatever format you choose, the goal is not perfection, it’s consistency and connection.
Think of your content as a long-term asset. Each video, post, or story contributes to a wider narrative about your organisation. Over time, this builds:
And ultimately:
In a crowded digital world, the organisations that succeed won’t necessarily be those with the biggest budgets, but those who understand how to use content, especially video, to tell compelling, human stories on a regular basis.
Because at its heart, social media marketing isn’t about platforms or algorithms. If we make videos that real humans love, we give them a reason to care and a reason to come back.
This article has introduced some key digital content creation methods and discussed how to tailor your content to your audience. To learn more, you can read one of the articles linked below.
The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up to our newsletter below and follow us on LinkedIn for the latest updates.
Beginner Introduction to Social Media
Social media is a unique and powerful way to help your organisation thrive and engage with your audience. Read on to find out more.
Beginner Top Tips for Producing Video Content
Here are five things to bear in mind when making your next video.
Beginner
External Link
The absolute beginners guide to making a video for YouTubeTutorial from Think Media: How to Make a YouTube Video (Beginners Tutorial)
