Marketers are up against strict deadlines to acquire new customers and often lack the resources to ramp up productivity. Creating content that appeals to global markets adds to the challenge. Here’s a quick rundown on using the global gig economy to scale content creation in every market.

Creating content in today’s environment is challenging for brand marketers. Attention spans have fallen to 8 seconds, which is less than a goldfish. It’s that underlying challenge that puts demand on marketers to scale content creation and keep audiences engaged.

With content production resources not always keeping up with demand, smart marketers are turning to the global freelance economy to fill the gap. Technology now offers marketers easier access to freelancers. Fewer barriers to success have led marketers to see real value in using the freelance to support content creation.

Mobile Use Has Increased The Need for Freelancers

How the Global Freelance Economy Can Help Scale Content Creation — Increase in Mobile Use

Image via MR.Yanukit.

A big factor driving consumer demand for content is mobile activity. The rise of mobile use has seamlessly connected consumers with marketers to make branded content more accessible.

Did you know that last year nearly 4 out of 5 internet users used a mobile device to access the internet? According to Facebook, people spend up to 3 hours per day on their phones and 90% of that time is spent on a handful of social apps.

Constant social app use leads to heavy competition by brands for users attention. Coupled with limited real estate on mobile devices, marketers need both more effective and greater amounts of content to build brand recall and stand out with their content in newsfeeds.

It’s no wonder marketers feel overwhelmed trying to keep up with the demand and look to the freelance economy to relieve pressure on in-house creative teams.

Freelancers Add Localization to Content

How the Global Freelance Economy Can Help Scale Content Creation — Localization of Content

Image via beloks.

Creating visual content that broadly appeals to customers anywhere in the world is a mythical and ineffective tactic. Broad content is really just bland content that ignores the local nuances audiences identify with.

Localized content is more effective than global content. People are more willing to engage with visuals when they show familiar environments and scenarios. Marketers need to factor those desires into their campaign planning. Always consider how the target community will feel about the brand and content.

Freelancers Understand Local Nuances Better

How the Global Freelance Economy Can Help Scale Content Creation — Localized Nuances

Image via Dragon Images.

People’s values and perceptions are influenced by culture. Reactions to visual content will depend on the societal values within a given community.

Imagine your brand is a North American leader in packaged foods that is expanding to Europe. Think about your content approach in this scenario. Reusing the visuals for your North American market ignores a lot of details that can help European audiences identify with the content. European markets are used to seeing food depicted in recipes, packaging, and scenarios in ways that differ dramatically from North American expectations.

Local freelancers’ knowledge of a community’s cultural trends, styles, and environments far outweighs that of a distant in-house creative team. Creative specialists living in those communities share the same inherent values as your target audience. They will already know what imagery to tap into for your campaign.

Marketers need to produce visual content with convincing local elements to get the return on investment they expect. The global freelance economy gives marketers the ability to scale visual content creation by using local talent.

Technology Improves Access to Global Freelancers

How the Global Freelance Economy Can Help Scale Content Creation — Technology Opens New Avenues

Image via Godlikeart.

There are  millions of people around the world who work as independent creative contractors. In the US approximately 30% of workers classify themselves as freelancers. In the EU15 20% of the workforce classify themselves as independent contractors.

New technology and services have made access to freelancers easier and costs lower, thereby reducing the burden on in-house creative teams. Some technologies and services you can start to consider for help creating local content include:

  • Shutterstock Custom –  A photography and videography service that uses global freelance talent to complete custom shoots.
  • VidMob – A platform that connects marketers with a global network of expert video editors, animators, and motion graphics designers.
  • – Content writing service that specializes in providing high-quality written content at scale to publishers, agencies, and brands.
  • UpWork – The world’s largest freelancing website that connects businesses with freelancers across hundreds of business categories.

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Top image via Gaudi Lab.