In the realm of storytelling, where creativity meets data, FlightStory co-founder Georgie Holt is revolutionizing the way we approach content creation. Her belief that storytelling is fundamentally about data is a refreshing perspective in an industry often driven by intuition and guesswork. This is particularly fascinating in the context of the fast-growing creator economy, where data-driven decision-making can be a game-changer.
Holt's approach is rooted in the idea that we don't need to guess anymore. Instead, we test. This is exemplified by her in-house Failure and Experimentation team, which sorts through ideas for new content. This team is crucial in identifying 'over-performers' as potential guests for FlightStory's popular podcast, The Diary of a CEO. The tool, Guest Radar, helps them find creators with 20,000 followers online who can go on to achieve six million views, as seen with guests like Michelle Obama and Scooter Braun.
What makes this approach particularly interesting is the way it challenges traditional notions of audience size and influence. Holt argues that it isn't always the creators with the biggest following who perform best. This allows FlightStory to make decisions without ego or bias, leading to a more diverse and inclusive content creation process. It's a refreshing perspective in an industry where size often dictates influence.
However, Holt's emphasis on data doesn't mean she's ignoring the human element. She's adamant that FlightStory wants real people, not AI-generated content. She believes that the 'messy middle of humanity' is where the most engaging and authentic stories lie. This is a stark contrast to the AI-generated content that is infiltrating social media spaces, which she sees as too perfect and, therefore, boring.
Holt's perspective on the role of data in storytelling is particularly insightful. She argues that data allows creators to predict outcomes and make informed decisions, which is a stark contrast to the guesswork that often drives Hollywood's decision-making. This is especially relevant in the context of digital creators, who have been relying on data to predict outcomes for a long time. It's a refreshing change from the traditional Hollywood approach, where big checks are often written based on guesswork.
In my opinion, Holt's approach to storytelling is a breath of fresh air. It's a reminder that data can be a powerful tool in the creative process, but it doesn't have to replace the human element. Instead, it can enhance it, allowing for more authentic and engaging stories. This is a perspective that many people in the industry might overlook, focusing instead on the glamour and excitement of Hollywood.
Looking ahead, it will be interesting to see how FlightStory continues to evolve. With the rise of digital creators and brand marketers getting a seat at Hollywood's creative table, Holt's data-driven approach could become even more influential. It's a trend that's worth watching, as it challenges traditional notions of storytelling and audience engagement.
