Simon Baker, MD, TCO London
“The biggest trend for next year will be that brands are moving their focus from brand purpose to brand activism – and their content will need to tell deeper stories to reflect this.”
Stuart Stubbs, Founder, Navigate Video
“Without a doubt, 2019 will be the year where brands will stop paying lip service to content marketing and begin putting their values at the core of their communications strategy. As research shows, more and more younger audiences are basing their interactions with brands on whether they agree with and support the company’s ethics. It’s up to brands, as a result, to find the best ways to authentically communicate these values.
Brands will, therefore, be shifting their focus on giving audiences a better insight into who they are, what they believe in and what they stand for. By communicating what they care about through a content marketing strategy with video at its heart, brands will be able to adapt to the more socially-conscious audience.”
6. Trust and transparency
The last twelve months have been very difficult for some social media platforms as they have lurched from one PR disaster after another. For brands 2019 is a year in which they will need to focus on core values, such as trust and transparency, to help them engineer authentic and meaningful conversations with their audiences.
Rebecca Alderson, Content Projects Specialist for Redactive
“This year, Facebook lost face through the Cambridge Analytica scandal, MyFitnessPal was one of many who failed to protect their customer data in a security breach, and the BeLeave campaign was accused of collusion. In a climate of “fake news” and mistrust, the key to content marketing for 2019, and in fact the only way forward in continuing to trade effectively, is establishing a direct and transparent form of communication, using content as a means to build trust with your target audience.
Remaining passive is no longer an option. There are several key ways to establish trust via content channels, focussing on opening up a transparent dialogue. 1. Create a two-way conversation via surveys and polls that invite your audience to have their say. This also gives you invaluable market insight and access to data that can be used to leverage marketing plans or adjust sales strategies; 2. Take a stand on politics and be reactive to the news – offer an opinion. Make it clear you are able to adapt to potential market changes, and, if applicable, utilise this to assert a moral standing; 3. Collaborate with institutions and professional bodies to remove the appearance of a sales motive, and in doing so, benefit from their authoritative voice. Professional bodies also have direct communication channels to your potential customer base.”
7. Growth of video
The ‘pivot to video’ hasn’t finished yet, and new forms of video such as Immersive video and VR are likely to have a significant impact on 2019.
Mats Michael Olsen, Video Production Manager at Spoon Oslo
“Videos are predicted to account for 82% of global internet traffic by 2021 (source). New emerging video formats will have an impact on how brands connect with their audiences.
Immersive or 360° video and Virtual Reality (VR) have potential. VR headsets could become a household item over the next couple of years, and that could change the game.
At this point we are making so many versions of the same video, can we expect responsive video in the future? Are we ready for long format vertical video? Will we flip our living room TV? Will cinema become vertical? Only time will tell.”
Adam Neale, Managing Director, Bold Content
“2019 will be the year of bold and daring strategies for the use of video, especially in businesses use of documentaries. Businesses have become familiar with the documentary format, having used its techniques to tell case study stories, customer testimonials, explainer videos and the like. However, the corporate documentary format is becoming familiar and audiences are used to seeing the standard talking head shot, cut with B-roll.”
“In order to grab attention brands, need to try something different. It could be as simple as the use of creative editing techniques or adding a layer of animation or it could go as far as subverting the genre conventions. The potential for positive PR, winning awards, film festival entries, should not be underestimated. The uplift in positive brand sentiment from a great short documentary film can be a powerful marketing tool.”
8. Centrality of voice
Whether it be podcasts or skills for smart speakers, voice content moved to the centre stage in 2018. Managing the development and distribution of that content will pose significant problems for brands in 2019, but also create exciting new opportunities.