In today's fast-paced media landscape, the art of storytelling has evolved, and according to FlightStory co-founder Georgie Holt, it's all about data. During an insightful interview at the Banff World Media Festival, Holt shared her unique perspective on the intersection of creativity and analytics.
The Creative Age of Media
Holt believes we've entered an era where guesswork is no longer necessary. "We're in an age where data drives decisions," she asserts. This shift is particularly evident at FlightStory, known for its popular podcast, "The Diary of a CEO."
Data-Driven Guest Selection
One of FlightStory's innovative strategies is the development of a "Guest Radar" tool. This tool helps identify potential guests who may not be traditional celebrities but have a strong online presence and the potential to engage audiences. "It's about finding the over-performers," Holt explains.
The Power of Passion and Personal Brands
When it comes to pitching content ideas, Holt emphasizes the importance of passion. She looks for creators who are not just passionate but obsessed with their craft. "It's about building personal brands," she says, highlighting the increasing influence of digital creators and brand marketers in the entertainment industry.
The Human Factor and AI
Despite the data-driven approach, Holt is adamant about keeping the human element at the forefront. She argues against the rise of AI-generated content, stating, "Perfect people are boring." Long-form content, like podcasts, allows for a messier, more authentic exploration of ideas and stories.
The Future of Entertainment
Holt believes that the success of reality TV and horror films like "Obsession" and "Backrooms" is a testament to the power of messy, creator-led content. She warns major studios and streamers against underestimating the potential of digital creators, who have been leveraging data to predict outcomes for years.
Learning from Experience
Holt's partnership with Steven Bartlett, the host of "The Diary of a CEO," is a prime example of how data and storytelling can come together. Bartlett's journey, which involved years of testing and understanding story data, showcases the importance of learning from trial and error.
Conclusion
In a world where media is evolving rapidly, FlightStory's approach offers a unique blend of art and science. As Holt puts it, "It's about balancing creativity with data-driven insights." This perspective not only shapes the content we consume but also highlights the evolving nature of storytelling in the digital age.
