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CRAFTING DIGITALLY-NATIVE CONTENT
In a culture shaped by algorithms, attention spans, and platform-specific experiences, creating content that merely lives in digital spaces isn’t enough. In this article, we explore all the ways in which the audience and channel impact how we structure and serve content.
Today’s audiences aren’t just online—the internet is integral to every part of their lives. They navigate stories in fragments, absorb content in shattered, disparate moments—expecting interactivity, authenticity, and adaptability as standard. This shift demands content that doesn’t just incorporate digital but is born digital.
Insight
of marketers say updating and repurposing existing content led to successful marketing campaigns.
of viewers prefer episodic content.
of B2B marketers say they are sharpening their focus on user intent and responding to questions, to better fit into our AI-assisted world.
Format-first thinking: understanding the platform
Digitally native content isn't simply a video on TikTok, or a blog shared on LinkedIn. It is content that understands the platforms it's on, the behaviours of those who use them, and the storytelling mechanisms best suited for digital consumption for that specific platform.
One of the biggest mistakes legacy media brands and marketers make is retrofitting traditional content for digital platforms. A short cut of a TV ad commercial might technically fit on Instagram or TikTok, but it doesn't align with how people engage with content there. To create digitally native content, you need to begin with format-first thinking.
This doesn’t mean that the story or information contained in the content shouldn’t be re-purposed for different platforms and audiences—in fact, that’s fundamental to the success of any content strategy. 42% of marketers say updating and repurposing existing content led to successful marketing campaigns.1 Rather, clever content marketers take the meaning, information, and context of a piece of content, and reshape it to fit the platform on which it is being broadcast.
On TikTok,
vertical video reigns and the first three seconds are do-or-die. On YouTube,
longer-form storytelling thrives—especially with creator-led
content that emphasises personality and community. Instagram Stories demand
snackable visuals, while LinkedIn prefers thoughtful, value-driven posts. The
key is not only knowing these differences but designing with them in mind from
the outset.
Each platform has its own “content dialect”
Format-first also means recognizing the customer behaviours associated with each platform. Scrolling through Reels is a fundamentally different experience from watching a Netflix documentary. Each platform has its own “content dialect,” and creators must become fluent to resonate.Anthony Wilkinson, Director of Content and Marketing, The Fold Creative
Shattering storylines: breaking the mould
Traditional storytelling follows a beginning-middle-end structure. But in digital ecosystems—especially social media—content rarely gets consumed linearly. Viewers might see part two of a series before part one. Or they might only watch a highlight out of context. Social media has a thriving sub-ecosystem of reaction videos, split-screen content, and other twists that take, twist, and reshare existing content to their own purposes.
This fragmentation means creators must shatter their storylines, thinking in terms of modules rather than complete stories. Instead of creating one long narrative arc, break content into standalone moments that can hook attention independently but still build on each other for deeper engagement. A BrightTALK report found that 68% of viewers prefer episodic content.
Depth isn’t dead. It’s just delivered differently. A thread on X, a multi-part video series on TikTok, or an Instagram carousel can all provide narrative arcs—but they do so through bite-sized units that match how people scroll, click, and engage.
The result
A non-linear storytelling, where every piece must function as both an entry point and a continuation.-
Repetition and reinforcement: mastering the message
In a saturated digital world, audiences rarely
see your content once, absorb it completely, and remember it forever. Repetition is not redundancy;
it’s reinforcement.
Digitally native content often thrives through recurring formats, characters, or catchphrases. Think of SEO guru firm Moz’s Whiteboard Fridays, exploring practical examples and experiences of SEO in a regular series, or insurance firm Allianz’s regular Risk Barometer series, using repetition to position the company as an expert source of analysis in the sector.
In fact, these algorithm-driven platforms reward repetition. The more frequently a topic or format appears in a user’s feed—and performs well—the more likely it is to be amplified. Repetition, done creatively, ensures that your message doesn’t get lost as your target users scroll.
Embracing AI: your creative co-pilot
Artificial intelligence has become a pivotal part of the digital content creation process—but not as a replacement for human creativity. Instead, AI is a powerful assistant, a research partner, an ideation tool, and a production enhancer.
But it’s essential to understand what AI isn’t. It isn’t a substitute for insight, intuition, or authenticity. Audiences can spot soulless content instantly. What AI provides is a foundation—data, structure, inspiration—upon which creators can build uniquely human narratives.
The most effective use of AI lies in accelerating workflows and enhancing output. For example, AI can:
– Help to re-purpose longer content pieces into blog posts, social clips, and infographics—align with how best to use that format.
– It can aid in SEO optimization by suggesting relevant keywords.
– It can assist in A/B testing content variations to find what resonates.
Embracing AI is not about removing the human touch. It’s about extending it—freeing up time for deeper creativity and strategy.
Digital DNA, not digital decoration
To truly succeed in today’s attention economy, creators and brands must think beyond the idea of content as a product and instead view it as an experience—one that is embedded in the DNA of digital platforms and behaviours. Successful digitally native content is:
– Built with platform-specific formats in mind.
– Structured in fragments that work independently and together.
– Reinforced through repetition and consistent narrative elements.
– Enhanced—but not replaced—by artificial intelligence.
As audiences continue to evolve, so must our approach to storytelling. 31% of B2B marketers say they are sharpening their focus on user intent and responding to questions, to better fit into our AI-assisted world. This means recognizing that it starts with the audience. Who are they? How do they consume? What do they skip? What do they share?
Answering these questions leads to content that’s not just digital in format, but digital in its foundation.
LET'S TALK
If you want to see where we can take your business, or anything else–why not drop us a line at info@thefoldcreative.com.