I came into marketing through content creation. My first production house, Big Water Studios on the West Shore, began in 2000. What drove me into marketing was the recurring heartbreak of clients who spent thousands on a single video, only to get 200 views in a year. Meanwhile, in 2010, because of my kids and the ski competition videos I was posting on YouTube, I was receiving 6,000–8,000 views every week while also dominating Google search.

That realization led me to incorporate social media marketing into my services. Even though digital marketing is now my advertised focus, content creation has always been at the core of what I do. That’s the BWCI differentiator in the digital marketing space—content is included. Without it, your marketing vehicle will go nowhere.

Over the years, the type of content has morphed, evolved, and morphed again. I predict that 2025 will be the year of niche video.

Key Points to Explore:

• Facebook’s shift from follower-based to interest-based algorithms. This means that as a user, you will see more content based on your interests rather than just from the pages and people you follow. As a content creator, your reach is no longer limited to your follower base—your content has the potential to be seen by a much wider audience. TikTok taught us that.

• The transition from static posts to vertical video dominance. Here’s my dirty little secret: as a video content creator, I have grown to love static posting. Its ease and simple beauty have become a staple service in my business. Even BWCI’s marketing in 2024 was dominated by static posts. But—and I knew this was coming—video has taken over completely. Even with my small marketing budget, I will be converting these newsletters into video content.

• Instagram’s shift to vertical formats, leaving square posts behind. Ouch! Mobile dominance is a fact we can no longer ignore. I love the way square images line up in a profile grid, but from a graphic perspective, vertical is more challenging. We’ll get used to it.

• Why simplicity and niche-focused videos connect more deeply with audiences. AI is driving the “ask a question, answer it” marketing strategy. Have you noticed your Google search results? The entire top of the page is now an AI-generated answer, followed by sponsored ads, and only at the bottom do you find the #1 bid spot for your hard-earned and paid-for keyword placement.

This has completely changed the SEO landscape. I don’t know about you, but 2024 was a year where nothing worked as it had in the past when it came to SEO. Now that the changes are complete, utilizing our AI-driven reality is the challenge. As marketers, we need to dive deep into the problems and questions our clients’ customers are asking. Creating, posting, and tracking content that answers these queries will be the foundation of digital marketing in 2025. No question is too small, no problem too obscure. It’s all about niche content—and AI finding you as the best solution.So, what am I doing about this shift? I’m returning to my roots and developing video workflows that are as time- and resource-efficient as possible. I know what’s possible—my personal record is 85 separate videos, edited and posted, in a 48-hour period (upload speed was the only limitation).  I’m not saying the written article is dead. Writing weekly has been a revelation for me—I need long-form content to process the mass of information I collect. Now, it’s time to use this process to produce even more niche content. I encourage you to think about your niche and the kind of simple, vertical videos you can create to better engage your audience. If there’s a topic you’d like to hear more about, comment below or direct message me—I’ll do my best to cover it. If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.
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Let’s take this article. How many video shorts can I create from these 1,000 words?

1. New rules – A brief overview.

2. The “Ask a question, answer it” strategy – A great future article topic.

3. The Instagram profile conversion – Three tips to move forward.

4. Niche-focused content creation – Why it’s the future.

5. The SEO dilemma – A potential video series.

6. Video workflow tips – How to create more content in less time.

I encourage you to think about your niche and the kind of simple, vertical videos you can create to better engage your audience.

If there’s a topic you’d like to hear more about, comment below or direct message me—I’ll do my best to cover it.  

Nothing is better than a good question to dive into.

‍Reach out for a chat over coffee or a hike—I share information freely. I only ask to be paid when I do the work.  

‍Trina Gold

Master Creator BWCI