15 Oct What Sora means for content
If you’ve been on the internet in the last two weeks, you’ve probably seen the surge of Sora and/or funny-but-probably-AI-videos hitting platforms like Instagram and TikTok. They’ve been promptly followed by plenty of fear-mongering and doomer takes around what this means for creatives, creators, influencers, and the entire ecosystem built around content.
It’s a crazy time – and tomorrow is likely to be even wilder – but let’s talk for a minute about what all these advancements really mean for us.
They’re tools: Amazing ones.
Sora made video generation a global conversation by letting early users run rampant with celebrity avatars, and while OpenAI has some really interesting features around how those things are used and monetized in the future – this didn’t arrive last week. Whether Sora, Google’s Veo, or Kling – video generation is and will continue to be a lot more than funny clips and surreal cinematic slop. These tools and the next generation of them all have one thing in common: They enable creatives and remove barriers to creating.
A few favorite examples you may have seen:
Characters and scenes not possible before
Fluffy the Pom is a TikTok classic at this point, and now simple to execute.
Content & Idea Scaling
TJR is taking the concept of “clipping” into uncharted territory – and having fun with it.
Overall workflow enhancements and hacks
Not all are worthy of specific mention—or in many cases, even detectable to the naked eye. There are countless workflow helpers, fixes, and hacks enabled by these tools, whether for producing simple content or enhancing existing work. The most obvious one: captions.
An afterthought now, it was long ago that they were a tedious step in the editing process for every video.
All these tools mean 2 things:
- It’s easier to create than ever before
- There will be more bad and mediocre content than ever before
As equipment, expertise, sets, and resources become smaller and smaller barriers to execution: the opportunity and upside in creating, building a brand, and executing valuable and novel content only grows.
These tools don’t replace; they enable.
They don’t render experts, personalities, creators, editors, producers, or designers useless: they make us superheroes.
There’s never been a more exciting time for brands and personal brands to start taking short-form content seriously.
Here are a few of our favorite videos from our last session:
- Shelley, Cut30’s official baker, is still crushing
- Jul ripped a 10 Shot for 50k
- Our favorite dentist just hit 4.6M views this video
Keep leaning in y’all.
– Alex, Colin, and Oren