We're in a content emergency. We need to act NOW.

Anyone that has had the displeasure of spending extended periods of time with me, and by that I mean, has lasted long enough to break through mundane small talk, or indeed more than two pints at the pub - will know that for some time I’ve been ranting about the damage that digital content is having on young people. In fact my post last week somewhat alluded to that , through the guise of a call to action to slow down our content.

Part of this hypothesis comes from being a producer, yes, but the rest comes from being a parent, a friend, and a consumer. A parent, because I’m worried for my child’s viewing, a friend, because I’m worried about the men in my life being radicalised, and a consumer because I keep seeing Nigel Farage and Elon Musk all over my For You Page.

Now as a producer tasked to make digital content within a public service organisation - like any large public service company - sometimes it feels like the cogs that turn at the top are unaware and unphased by what we do. That's a thought that crossed my mind often this past year. However a recent report released by Channel 4 has stopped that thought dead in its tracks. The report has helped crystallise the ramblings I've muttered to anyone patient enough to listen.

Now I’ll be honest i’ve somewhat been censoring this newsletter thus far, in order to have wider appeal and keep things light and digestible, and also as to not rock the boat within my professional circles. Thats about to change. Sorry.

We are in a content emergency, and we need to act now.

Alex Mahon and the C4 report very astutely pointed out that Gen-Z are moving further to the right, a large portion of them would support autocratic leadership, and that happiness is at an all time low. 

The report points to a focus on how ideas and values are said online, rather than what is being said. And that salacious, unfounded and outright damaging content is being fed to the top, because of the nature of the attention economy. (Which I will cover, in my deep dive on anthropology and content coming soon).

The report has suggested some concrete policy changes that could help to alter this trajectory, which I think are promising, however policy is not the only answer. A perception, albeit wrongly, of the left is that we like to re-draw the lines to suit us - throwing toys out of the pram if you will. And lobbying for policy changes could be seen as just that. Although I don’t agree with that observation, it’s easy to see how it could be weaponised.

So in conjunction with policy changes, we need to look to creators and publishers themselves and how we can action change. It’s evident to me, that the emergence of the far-right on digital platforms isn’t just because the algorithm is being tipped in their favour, but because left wing politicians, publishers and platforms are less adept at understanding how to win on platform than the right is. So I want to set out some actionable insights, that we can channel to help spread a little more inclusion and acceptance into the content sphere, and show examples of people doing just that.

1. Don’t be afraid to be a sensationalist.

Being a sensationalist shouldn’t be considered unprofessional or ‘beneath us’. The reality is emotional engagement drives digital engagement. This doesn't mean fabricating outrage or spreading misinformation - instead, it means presenting truthful content with the emotional weight it deserves. Novara Media are spearheading the charge for left-wing journalism masquerading as sensationalism. The far-right doesn't hesitate to use emotional triggers - we shouldn't hesitate to show the real, powerful emotions behind progressive causes. Packaging is your easiest way into this, but also think about how you structure your content. We can top-load the first 10% with emotive, sensationalist language, stories with the promise of providing value and factual insight in the remaining 90%. Which bings me onto my second point.

2. It’s not always about facts. 

While fact-checking and accuracy remain crucial, we must recognise that pure data rarely changes hearts and minds. We can live in that grey area, just as much as Rogan can. We need to wrap our facts in compelling human stories, relatable contexts, and clear emotional stakes. Johnny Harris is of course the master of this - yes his videos are thoroughly researched and well executed, but he’s not afraid to hide these within engaging and emotional stories that change your mind, without you even realising. A spoon full of sugar, and all that!

3. Use their own figures against them.

I mean this in as much of a clickbait sense as anything else. JimmyTheGiant does this incredibly well - he uses these right wing figures in his packaging to illicit outrage and engagement, only to hit his audience with thoughtful essays that change world views. Just because these figures have hijacked the narrative, doesn’t mean we can’t hijack theirs. It’s easier to engage with new ideas, if we think they’re coming from people we know. By featuring these recognisable faces in thumbnails or opening sequences, you can attract viewers who might normally scroll past progressive content. The key is to use their presence as an entry point, then pivot to present alternative perspectives or counter-narratives.

This isn’t by any means an exhaustive list, and I am by no means finished on this topic. I intend to write a lot more on this subject, because it’s important. I’d really like to hear your thoughts on this, and open a dialogue with other producers. So please do leave a comment or e-mail me directly, lets chat!