Using Latest Technologies for Content Creation: Interview with Anna Volchik, Content Creator

The HackerNoon editorial team has launched this interview series with women in tech to celebrate their achievements and share their struggles. We need more women in technology, and by sharing stories, we can encourage many girls to follow their dreams. Share your story today!

Tell us about yourself!

I am a full-time content creator specializing in the travel industry and collaborating with brands and hotels. I have already worked with more than 30 hotels in 15 different countries. I create unique and engaging content for these hotels and travel agencies to increase their social media traffic and attract new followers and customers. I am always keeping up with the latest developments in content technologies and integrating them into my work. From 2018 I have also developed several courses on collaboration with brands and hotels.

I studied marketing on my own for a long time while building my blog. In 2016, I started collaborating with hotels and worked as a content creator, UGC-creator, retoucher, and SMM-manager. As a result, I learned how to make not only visually pleasing and attractive content but also build long-term relationships with brands.

Initially, I was majoring in architecture, which helped me look at visual content creation from a different perspective. I approach the process with a more artistic and academic mindset, understanding camera angles, composition, framing, and color theory, among other aspects. This sets me apart from other content creators due to my professionalism, careful consideration, and, as a result, the high quality of my work.

Why did you choose this field in the first place?

I appreciate that content marketing is a constantly evolving field. To succeed, it's essential to stay up-to-date with new trends, algorithms and techniques, while also maintaining a creative and personal approach. I'm grateful that my career allows me to continuously expand my horizons and knowledge, things that I have valued since my days as an architecture student.

Content creation's strong connection to technology is something I find particularly exciting. In recent years, technologies have made our field, on the one hand, more diverse and, on the other hand, more predictable. If you understand how tools and algorithms work, you can anticipate and predict new trends. That is, now it is possible to calculate successful strategies more accurately and not just to hope for a good result.

What tech are you most excited/passionate about right now and why?

Given my profession, I am naturally interested in technologies that help create visual content:

AI-Powered Content Creation: Artificial intelligence offers two key benefits for me. First, it automates routine tasks and accelerates workflows, handling processes like generating tags, checking spelling, and finding references. Second, the technology boosts both the creative and technical capabilities of individuals. Сreators are especially fond of Midjourney, which can generate visually appealing and unusual images and Runway ML, which makes videos that are not yet technically feasible by traditional methods. AI can also tailor content creation to the target audience and the brand's DNA, immersing the client in a more "expanded" and creative version of their aesthetics. According to a report, 84% of content creators are now utilizing the smart technology in their workflows, which shows how much AI is integrated in our profession.

Virtual and Augmented Reality: These technologies enable a more interactive user experience, such as virtual tours, fitting rooms, interactive product reviews and demonstrations, different games, quizzes, etc. Some travel companies already offer such tools, for example Marriott Teleporter and Airbnb 360 Experiences. I believe this is a promising trend for the travel industry that should be implemented by more businesses.

Generative Design: This technology creates unique and complex visual effects that would be difficult to achieve manually. Users set the parameters, and computer algorithms generate the necessary design elements. This content is popular with users and creators and increases reach and engagement. Posts with engaging graphics not only attract more views (by 94%) but also encourage interactions, such as likes, shares, and comments.

User-Generated Content (UGC): Brands, including hotels and travel companies, are leveraging ordinary customers to create more authentic and engaging content. This focus on community and genuine engagement is becoming increasingly important as audiences seek personal connections with creators and brands. UGC makes content more trustworthy, enhancing brand credibility.

What tech are you most worried about right now and why?

Unfortunately, deepfake technologies have been used for fraud and deception a lot in recent times. Scammers use fake photos, audio, and even videos to defraud people and businesses or use doppelgängers to manipulate and discredit others. The most frightening thing is that these fake materials look and sound very convincing, and although there are now tools to recognize them, not everyone knows how to use them or even suspects this threat.

Despite the potential for useful applications of digital doubles, if such materials become widespread, users may start doubting the authenticity of all materials, which could negatively affect brand trust.

What are your hobbies and interests outside of tech?

I am lucky that my hobby became a full-time profession. While I was studying architecture at university, I took every opportunity to travel as much as I could. I would go to a nearby city for the weekend or save up to take longer trips. Now, I can make a living from my passion with the help of social media.

In addition, I enjoy sports and cinematography. Doing sports helps with constant brain activity and clears my mind, while also keeping my body in shape. Cinema not only relaxes and entertains me, but also enhances my visual experience, which is important in my profession. Sometimes, I even discover new hotels or beautiful locations through movies!

Let's talk about breaking the glass ceiling. What were the biggest challenges you faced as a woman in tech, and how did you deal with them?

There are still many biases against women in the technology industry. People still believe that women are less competent in technical fields or are not suited for senior positions. Females often earn less than their male colleagues for similar work. It is also more difficult for women to balance work and personal life, as technology projects often have urgent deadlines and involve overwork, which can be challenging for mothers with children.

I have experienced situations where my opinion has been underestimated, and my work has been more carefully checked, or even not included in projects, simply because of my gender. This has led me to work with companies that promote gender inclusion and equal pay for all employees. I have had to fight for optimal working conditions, but I am still not completely immune to gender inequality in the workplace.

Fortunately, there are now many professional communities for women, such as Women Who Code, where they can share experiences, and advice, and find support. As most of my students are women, I also support a welcoming community where everyone can rely on each other. My big goal is to help women achieve success, often in spite of challenging circumstances. To do this, we study technical, artistic and marketing skills.

Any questionable misogynistic story/situation you faced/handled, and you want to share with the HackerNoon Fam?

One day, I received a job offer from a new company and completed the final stage of the hiring process. I had been recommended by the head of the department, and I felt confident in my abilities as a specialist. However, during the interview, I was surprised by a question that was not related to my work experience or personal qualities. The interviewer asked me about my plans for marriage and children in the future.

I was absolutely puzzled by this question, as I had not expected it to come up in the job interview process. I didn't understand why the company would be interested in my personal life decisions. Perhaps the interviewer thought that marriage and childrearing would affect my work performance, but this seemed unfair and unprofessional. I doubt they asked the same questions to men.

As a woman, I find it distressing to encounter such an attitude in a professional setting. I believe that every team should be based on mutual respect and inclusivity, regardless of personal circumstances. It is important for companies to create an environment where employees feel comfortable sharing their personal lives without fear of judgment.

In your opinion, why do we see this huge gender gap in the tech industry, and how can we reduce it?

The gender gap in the technology industry is a complex and multifaceted issue that is caused by historical, cultural, and societal factors. The lack of equal career opportunities and wages in tech are leading women to give up pursuing a career in the field. Additionally, the underrepresentation of women in these industries, including professional events, publications and even popular culture and social media, means that fewer girls want to join the tech workforce.

I believe that several measures can help to address the gender gap. Encouraging girls to pursue STEM (science, technology, engineering, and mathematics) studies, creating a supportive and inclusive work environment, promoting women to leadership positions, providing flexible working arrangements, and ensuring transparency in compensation are all important steps.

Companies and society must work together to ensure that women have equal opportunities in the technology sector. It is also crucial to involve women themselves in this process, as we have unique insights and experiences, so we know what is best for us.

Who is your tech idol? Why?

I am greatly inspired by Victoria Moldavskaya, the founder of the Viva La Vika jewelry brand and other companies. She is a powerful entrepreneur who successfully runs four businesses and incorporates the latest technologies into them.

At the same time, there is a sense of life and energy in her, and she doesn't pretend to be always successful. She isn't afraid to talk about her work challenges, failures, and crises, and most importantly, how she overcomes them. That's incredibly honest and motivating!

What's your biggest achievement that you're really proud of?

Three years ago, after undergoing several stages of selection, interviews, and recommendations, I was chosen as one of four young women from Belarus to participate in a blogging tour to the city of Kusadasi in Turkey. My goal was to develop and implement an advertising campaign for the region and create technologies for the efficient processing of incoming leads.

During the seven-day tour, we managed to attract eight times more leads than the monthly average. This was a commercial success for all parties involved, and my personal contribution was highly appreciated. We continue to maintain business relations with the organizers of the event and I am proud that I have played a role in promoting this beautiful region.

Do you have any advice for aspiring girls who want to join the field?

Be open to new opportunities and don't be afraid to take risks. Never let good opportunities pass you by — apply for interesting jobs, attend conferences and competitions, and meet new people. Don't listen to people or the voice in your head that tells you you're not good enough. At the same time, be careful of your physical and mental health, because success is impossible without them.

If you have a passion for doing something important, you should already be proud of yourself. With each step you take, you will become more experienced and skilled. Remember that anything is possible!