Esen Bozdagli

Why Authenticity Matters More Than Ever in Content Creation

The path into content creation has changed dramatically over the past decade. Cameras are cheaper, editing software is more accessible than ever, and entire careers can now be launched from a smartphone. At the same time, competition has grown rapidly, and standing out as a creator is harder than ever.

In an interview with content creator and co-founder of Olympix Media, Esen explains that while the tools have evolved, the fundamentals of building a sustainable creative career have remained the same.

Esen began her career in television and video production, but after struggling to secure paid roles following graduation, she transitioned into marketing, working in PR agencies before moving into social media and content management roles in higher education and FinTech.

Eventually, redundancy became the turning point that pushed her back toward creative production.

“I’d always wanted to go back to video production and photography, and this felt like the perfect time.”

Finding your lane

Two years ago, Esen co-founded Olympix Media with a creative partner, launching a production company without formal business training.

“As creatives, we didn’t really have a clue how businesses run,” she says. “It was tricky at first to get clients.”

Early work came through personal networks and marketing contacts she had developed in previous roles. Over time, referrals and repeat clients began to follow.

Strong relationships, she explains, are often more valuable than technical skills alone.

“You’re going to have the creative skills,” she says. “But you really need to hone your communication and relationship-building skills in this industry.”

Why “Lo-Fi” Now Wins Attention

The biggest shift Esen has seen is not in technology, but in audience expectations.

“I don’t think the standard has dropped,” she says. “I think it’s just changed.”

Where brands once prioritised highly polished corporate videos, audiences are now drawn to content that feels authentic and human.

“People want to see real content,” she explains.

For creators entering the industry today, understanding tone and platform is just as important as understanding cameras or editing software.

“You might enjoy editing or filming,” she says. “But you need to understand the whole production process.”

In smaller production teams especially, roles often overlap. Creators may be expected to handle lighting, sound, scripting or logistics alongside filming.

AI as a Tool, Not a Creative Voice

Like many working in digital media, Esen has seen AI tools become increasingly common across content workflows.

“It can be helpful for things like captions or editing support,” she says.

However, she is cautious about relying too heavily on AI-generated visuals or storytelling.

“People can see if something is AI,” she says. “And it can do more harm than good if you rely on it too much.”

For her, creativity is still rooted in personal perspective.

“How are people going to connect with you if you’re not presenting the real you?” she asks.

Authenticity, she believes, is a creator’s strongest advantage in an increasingly automated environment.

Why Standing Out Takes Time

When speaking to students, Esen’s message is consistent.

“Content moves so fast,” she says. “Keep your mind fresh, look at trends and think about how you can do things differently.”

Developing skills across the production pipeline, from scripting and storyboarding to editing and delivery, can make creators more adaptable in freelance environments.

“Trust your ideas,” she says. “If you try to target everybody, you’re not really targeting anybody.”

Long-term success, she suggests, often comes down to persistence and adaptability rather than talent alone.

Study Content Creation at SAE

If Esen’s journey into content creation has sparked your interest in building a creative career, SAE’s Content Creation and Online Marketing course offers a structured, hands-on route into the industry. From developing production skills to understanding digital strategy, students gain the practical experience needed for today’s content-driven careers.

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