Pick Pockets: How to Stay Relevant with DIY Content

Will Yang, Founder and CEO, Differo Marketing

According to aggregate sources, streaming videos on social media is the most popular streaming activity in Canada. In 2024, Canadians spent an average of ten hours per week streaming content: watching some of the 23.5 million TikToks or 2.6 million hours of YouTube content uploaded daily. So much content is created and shared so frequently that Will Yang suggests that the best content creation strategy is less is more.

“Creators can use pocket content to show up consistently without the pressure of big productions,” Will says. The CEO of content creation firm, Differo, believes that content creators and digital marketers spend too much time focusing on perfection, or invest too much money trying to stand out in a crowded market. “What really stands out is trying something different and every marketer needs to utilize what’s in their pocket.”

Marketers should spend time learning all the functions of their phone cameras, which are some of the most sophisticated camera devices developed to date. Learn about exposure, framing, shutter speeds, focus, movement, simple built-in editing functions, and have fun.

“A quick video, a behind-the-scenes photo, or a voice note can spark engagement. The cumulative effect is that audiences begin to see you as approachable and reliable, which is the foundation of brand loyalty,” Will says. “The creators who thrive are those who can pivot - adapting a message, remixing an idea, or testing a new format without overthinking it.”

This piece is part of our ongoing coverage of SocialEast 2025, one of five national conferences produced by SocialNext, with live coverage of this event sponsored by Cyberimpact.

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