Aashish Chopra, Ixigo, shares insights on content marketing trends that will shape the advertising industry in 2019.
An incredible year comes to an end, complete with videos going viral, attention spans dropping, news-feeds getting chaotic, short-form video exploding, regional content sky-rocketing, LinkedIn joining the video party and organic reach nose-diving. Here are five trends and my focus areas for 2019, the best year for videos we’ve ever seen :)
1. Videos Will Continue To Dominate
You know what was the biggest trend in marketing last year? Videos. This year, the biggest trend continued to be videos and next year it’s going to be videos in Hindi and regional languages. Videos are dominating news-feeds everywhere. With millions joining the internet bandwagon in India, armed with cheaper phones and cheaper data, everyone is consuming content on their tiny devices across the country, moving away from traditional media. If you’re still procrastinating about having a video strategy or starting videos. it’s time to jump and experiment. With LinkedIn going gaga over videos, even B2B space is getting exciting. For personal branding, there couldn’t be a better time to start creating video blogs. 2019 will be the year of experiments in Live videos, vertical videos, regional content, and short-form video Ads.
2. Organic Reach is Dead
Gone are the days where you post something on any platform and see it grow organically. All big platforms have tightened up the screws, you got to pay for the distribution. The only way to get organic reach and beat these platforms at their own game is to have kick-ass content which drives tons of engagement. No platform in the world can stop organic sharing of content. The goal must be to create killer content and spend your distribution budgets only if it’s driving engagement.
Remember, views can be bought, engagement is earned.
Focus on creating content which makes engagement easier, create for low attention spans, for tiny mobile screens, think conversations first, don’t sweat about production value – focus on storytelling, and most important, make it share-worthy! When we make our message so powerful, every person who sees, shares it forward, becoming a little evangelist spreading our content like wild-fire and beating platforms at their own game. And that’s how startups will compete with big budget competition and the most engaging content will win.
3. Recall is out, Relevance is in
Branding won’t be about recall-recall-recall anymore. Recall is about getting to as many eyeballs as you can, which comes with budget spends in millions on traditional media. The generation today is trained to ignore ads, our bullshit radars are so evolved, we can spot the blatant Adsy BS miles away. Ad blockers are on the rise, TV numbers are down and when was the last time you shared an Ad? Marketers think in terms of Ads, short-form videos, bumper Ads, twenty seconders, TVCs, long-form content, web series etc. And all the user sees is two things.. is it BS or no BS! Our Ads need to evolve and be more authentic, and content must be share-worthy. The more conversations we have on our content, the more relevant our brand will be in the news-feeds and in their minds. Branding will be about relevance, not recall anymore.
Influencer Marketing got off to a messy start last year. Thinking an Influencer as just another distribution channel backfired. Tons were spent on influencer marketing without much ROI. Before we incentivize the messengers (influencers), we must make the message (content strategy) super strong. We’d need to tailor the content to the right influencers and not one-size-fits-all and asking influencers to just broadcast.
5. Return of Jack of all Trades
Next year will see the rise of multi-skilled storytellers. People who can wear many hats, with experimentation in their DNA and self-learning an essential skill.
We need filmmakers who double up as designers, designers who know how to write headlines and writers to know video editing.
Rockstars are groomed, creativity revolves around happiness and lets’ play the game and not be under pressure to hit home runs every day. We need teams who can crack content internally, collaborate and brainstorm across the company and execute.