From photographer to content creator – is it time to evolve?
Fujifilm has just released their first-ever Fujifilm Forecast Report, which examines content creation trends in Australia in 2025 and beyond.
To achieve this, they commissioned YouGov Australia to conduct a nationally representative survey of 1,000+ Australian Millennial and Gen Z content creators to understand what matters most to the community and how it will evolve in 2025
For those who’ve been stuck in stasis for the past decade, content creation for social media isn’t just the next big thing – it's the new normal.
Do photographers need to upskill?
Wearing a singular ‘photographer’s hat’ isn’t enough anymore. Now, we've got to wear at least half-a-dozen smaller hats in order to create high-quality multimedia projects that will (hopefully) rack up millions of views, likes, loves, comments and even money.
But let’s be clear – photography is far from dead. In fact, it’s more important than ever. Strong visuals remain the foundation of great content, whether it’s for social media, marketing, or storytelling.
The difference is that today, photographers who adapt – by incorporating video, audio, writing, production logistics, social media strategy, or even basic video editing skills – have a far greater edge over their competitors who don't.
Rather than replacing photography, content creation has expanded its possibilities, opening new doors for those willing to evolve.
It's interesting to note that photographers often transition into videography, but the reverse is less common.
As a result, many photographers are already familiar with being classified as hybrid shooters.
However, the term content creator extends even further, encompassing a broader range of skills and creative disciplines.
Can someone please define 'content creation'?
We all have a general idea of what content creation is, but in simple terms, it's the process of producing and sharing material for an audience, usually in digital formats.
This includes writing, photography, videography, graphic design, podcasting, and other forms of media. Content serves various purposes – whether for entertainment, education, marketing, or communication – and is typically shared through platforms like social media, websites, blogs, and streaming services.
Are there really that many content creators out there?
In 2022, Adobe’s ‘Future of Creativity’ study apparently revealed that six million Australians – almost a quarter of the population – ‘identified’ as content creators. The majority (59%) belonged to the Zillennial demographic, bridging the worlds of Millennials and Gen Z.
This rapid growth has been fuelled by: The rise of short-form video (which seem so easy to make); the pandemic's digital shift; social validation, personal branding and community building; AI powered tools and easier production; the decline of traditional jobs and job security; and of course monetisation opportunities and the desire of the 'viral dream'.
Personally, I think the term 'content creator' is a bit... overused.
By the previous definition, anyone who posts anything online qualifies as a content creator. So, Mum – if you're reading this – congratulations, you're a content creator too.
Are Australians making money from content creation?
Brand collaborations are becoming a key strategy for creators, with 34% recognising their value in connecting businesses with audiences.
However, the Fujifilm Forecast Report also reveals that 51% of Australian creators aren’t yet earning from content but aspire to, while 27% generate income only sporadically.
But there are big bucks to be made if you can crack the world market. In 2022 alone, the ten highest-earning YouTube channels collectively brought in around US$314.5 million, with the top individual creator earning a staggering US$54 million (ref: Forbes).
On the surface, creating watch-worthy content might seem easy, but truly resonating with an audience is far more challenging than it appears.
To reach that coveted ‘made it’ level, it's not just about great content – consistency is also key. You have to keep producing and posting content that pleases the almighty algorithm (the mysterious force that determines whether your videos reach the masses or get lost in the void).
So what are the camera companies doing to adapt to the rise of the content creator?
Canon, Sony, and Nikon may dominate the professional full-frame camera market, though Fujifilm has really found a niche in the lower to mid-priced content creation space.
Recognising the shift in the photography world, Fujifilm has leaned into this demand, crafting APS-C cameras (currently with 11 camera bodies) that not only offer lower-cost bodies and more affordable, lightweight lenses but also a stylish retro aesthetic.
This combination has made them a favourite among content creators, particularly Gen Z and young millennials, who let’s face it – don’t have a large budget, especially if they only have a base-rate $20-an-hour job.
One interesting thing about the report, is that they surveyed Millennials (Gen Y) and Gen Z – does this mean that Gen X was seemingly not invited to participate in the report.
Is it because of the reports distinct target market? Or because Gen X'ers are renown for their cynicism and skepticism, and are not really that into sharing photos of their lunch?
So what else is in the report?
As 2025 unfolds, two major trends stand out: the desire to build communities and the drive to monetise content.
Instead of the traditional ‘I want to be an astronaut, doctor or professional football player’, many Zillenials (Millennials + Gen Z) consider content creator as a top job that is a semi-realistic / hopeful way to make millions.
For instance, a separate 2023 survey (from Morning Consult) found that approximately 53% of Gen Z individuals aspire to be influencers or content creators.
That means roughly one in two Gen Z'ers are dreaming of making it as content creators – which adds up to millions of people and, potentially, millions of cameras.
The Fujifilm Forecast Report states that more than a third (38%) of Zillennial creators see forming connections with like-minded individuals as a top priority, while a significant portion (33%) is focused on transforming their passion into profit.
But what kind of content is shaping the future?
From the Fujifilm Report – apparently, 65% of people surveyed intend to watch comedy, 60% prefer educational content, and 54% are interested in travel, while podcasts, sports, photography, and wellness all hover around the 50–55% mark.
So, does this mean the most desirable content is educational comedy?
When it comes to content creation, Fujifilm's Report says 52% of people plan to create photos, followed by educational content at 35%, travel content at 31%, and wellness content at 28%. Other popular categories include DIY (26%), comedy (25%), sport (25%), podcasts (23%), and skits (22%).
If only our phones had horizontal screens…
One trend is undeniable: short-form vertical video is here to stay. Identified by 65% of respondents as the leading content format, bite-sized videos continue to shape the digital landscape, with 46% believing they will have the most significant impact in 2025.
As we doom scroll our way through the night, short clips have to pique our attention within the first 1-3 seconds or we couldn’t be bothered to watch the other 10-15 seconds.
Now, what was I just writing about? Oh yeah, was it something about how doomscrolling has destroyed everyone’s attention span?
Human effort is overrated – long live our AI overlords!
According to the Fujifim Report, the AI revolution is also transforming content creation, consumption, and curation at an unprecedented pace.
AI has evolved into a powerful creative force, with generative tools like Adobe Sensei and Firefly, Runway ML, and OpenAI’s DALL·E enabling automation in text, image, video, and audio production.
In 2024, 55% of businesses expressed eagerness to adopt AI-driven content creation, signalling its acceleration toward becoming an industry standard.
Fujifilm data shows that 34% of Australian creators expect AI to redefine content trends in 2025, with 27% anticipating virtual influencers and AI personas to have a major impact.
While many expect human imagination to be eclipsed by AI, we humans are still the curators of what we share, and we still determine what taste is.
Fujifilm Forecast Report: What do people think are the biggest opportunities for content creators in Australia in 2025?
44% Creating authentic and niche content that fills a gap in the market
39% Sharing Australian culture with a global audience
38% Partnering with brands for sponsorships and collaborations
38% Creating communities with like-minded individuals
33% Monetising content
Fujifilm Forecast Report: Most popular platforms to consume on in 2025:
74% YouTube
70% Instagram
66% Facebook
58% TikTok
50% X/Twitter
45% Pinterest
43% Snapchat
43% LinkedIn
36% Personal blogs/websites
34% Threads
Other trends – the return to retro
In an era of uncertainty where more individuals are searching for meaning, Zillennials appear to be actively seeking nostalgia-driven content, reimagining classic pop culture moments for the digital age.
This growing trend isn’t just about aesthetics — it’s about comfort, familiarity, and tapping into iconic throwbacks.
Additionally, research from Digital World’s The Rise of Nostalgia Marketing in a Digital World report shows that 92% of consumers feel that nostalgia makes advertisements more relatable, proving that the past isn’t just making a return – it’s dominating the future of digital storytelling.
While we’ve already seen momentum for retro content grow, it is likely that this trend will be further amplified in 2025.
The Fujifilm Report states that close to a fifth of Zillennial creators (19%) identified nostalgia as one of the trends that are likely to have the biggest impact in 2025, as creators increasingly go all-in on retroaesthetics, with iconic 90s and 2000s music, fashion, and design references all featuring heavily in the algorithm and creators even factoring this into purchasing decisions
What are the tools of choice to shoot content?
While smartphones remain the most popular device to capture content on, according to 77% of creators, a third (33%) feel the quality of equipment is extremely important in content creation.
There has also been an increase in cameras, particularly those aimed at content creators, coming with additional equipment features like built-in microphones and noise-cancelling capabilities, highlighting the demand for both outstanding visuals and sound.
For some platforms, like YouTube high-quality content is not just a want but a must, with 86% of viewers stating clear visuals and good audio are essential. This demonstrates the necessity of high-spec gear in today’s digital landscape, with high-quality production a key driver of virality in 2025.
Show me the money!
While brand collaborations aren’t a new concept in the content creation industry, there has been a slow shift in how creators do business in the space. The Fujifilm Report reveals that over a third (34%) are now recognising the value such partnerships hold in terms of connecting businesses with their audiences.
When asked what are the biggest perceived challenges when it comes to monetising content, the response was:
43% Difficulty in building and maintaining a loyal audience
38% Pressure to constantly create new content
32% Monetising content without compromising authenticity
30% Limited knowledge and understanding of business/marketing strategies
27% Monetising content
Brands are increasingly prioritising these partnerships, with nearly one in four respondents of the Influencer Marketing Hub’s The State of Influencer Marketing 2024 report stating they intended to spend more than 40% of their entire marketing budgets on influencer campaigns.
The roundup – are humans spending more waking hours staring at a screen? And will videos of my lunch become an internet sensation?
So, what we have is that Gen Z tends to socialise both online and in the real world, but studies suggest they spend more time socialising online than previous generations – hence the 'I watch tonnes of seemingly easy to make content, therefore I'm also inspired to create content'.
Social media, gaming, and messaging apps play a huge role in how they connect. Platforms like TikTok, Instagram, Snapchat, and Discord are major social hubs, and many friendships are built or maintained through these spaces.
That said, Gen Z also values real-life experiences, especially when it comes to close friendships, concerts, events, and travel. The pandemic accelerated online socialisation, but now, many are seeking a balance between digital and real-world interactions – real world interactions that are shot through a screen and shared on a screen.
For content creators, this shift presents both an opportunity and a challenge. While digital content is more in demand than ever, audiences are craving real world authenticity—whether that’s through behind-the-scenes glimpses, real-world storytelling, or content that feels personal and relatable.
The question is no longer just about how to go viral but how to create something meaningful that resonates beyond the screen.
So, will your lunch video become an internet sensation? Maybe. But in a world saturated with content, success now hinges on more than just what you post—it’s about how you connect, engage, and bring value to your audience.
You can see the report for yourself here.