Traditional media is evolving beyond content by adopting creator strategies. Recurrent uses video to build personal relationships that drive audiences to live events and product lines, creating a multi-faceted "360 business" rather than just a publishing one.
As AI floods the internet with content, consumers will increasingly seek out trusted, authoritative sources. Andrew Perlman argues that established brands like Popular Science act as a crucial signal of quality, making their brand equity more important than ever.
When asked for a universal principle for content, Recurrent's CEO offered a simple one: hire great creative teams and trust their instincts. This approach prioritizes talent and passion over complex, data-driven frameworks to create authentic content that resonates.
Recurrent observed a seismic shift across its YouTube channels: in the last 18 months, the primary viewing device has changed from mobile phones to televisions. This rapid behavioral change means creators must now optimize content for the living room screen.
Instead of using viewership data solely to pick topics, Recurrent's teams analyze it to improve post-production. Metrics like audience drop-off rates provide direct feedback on editing pace and story structure, allowing for tangible improvements in video quality.
While data tools like AI and SEO provide guidance, Recurrent's most successful articles come from editorial teams intentionally defying those recommendations. This suggests that genuine human insight and creativity are still the primary drivers of breakout content success.