The new model of content consumption has changed radically in the past decade. Information is available instantaneously and can be shared across a variety of platforms to reach audiences around the world. This is the time where the creator is in control and can engage with their community of fans to create brand ambassadors out of them. It’s the time of the “professional best friend.”

Authenticity is an essential key to the success of any piece of digital content. The primary reason why so many social media apps are trying to stray away from being “pigeon-holed” in one category is because they are turning into major content hubs.

Snapchat and Facebook Live are two primary examples of how the new “call to action” destination is in the palm of your hands. A barrier has been broken down as far as access goes for the consumer. In the past, we were not able to be a “fly on the wall” for exclusive events, but through a channel or a livestream, we are now directly involved with all of our favorite influencers and stars.

The most important part of content today (besides telling an incredible story) is how audiences are able to engage. Engagement is one of the primary keys that has bolstered the success of digital content. When someone responds to our comment or question, we feel that a sincere relationship has been established with the influencer or creator.

It is important for all types of networks to make sure that they are creating a digital footprint on all platforms. This will open up a marketplace of opportunities to provide new content that cannot be seen within their linear networks. We have always been an industry that supports the conceptual art form of compositional risks and now, more than ever, is the time to really see how executives can think outside of the box.

It’s important to encourage creativity within Generation Y and Generation Z. They have the tools to create and distribute anything they want. Success from creativity does not happen overnight; it takes discipline, focus and passion.

Networks have a social responsibility to make sure they are continuing to inspire the next generation of content creators. It is on us to make sure that we are promoting content that will educate, entertain and innovate. The best way to execute this flawlessly is through digital platforms. Digital is here to stay, for now and forever.

Raj Rawal is a member of Americans for the Arts.

Americans for the Arts thanks Ovation, America’s only arts network, for its generous support.