What will the world of content look like in 2015?
If there is one thing that seems even more apparent to me, for each year that I have spent in the world of communication, it is that the most important survival technique is to be able to expect the unexpected and to be able to adapt to the change.| December 12th, 2014
We currently operate MBA across 22 markets in the EMEA region and there are huge differences across the markets in terms of culture and technological advancement, but what I have learned is that the similarities are greater than the differences when it comes to the kind of challenges brought to our teams by the changing communication landscape.
The continued rise of video
Even though we strive to deliver an integrated approach to content marketing, applying all types of content across campaigns, we cannot ignore the continued rise and evolution of video and the eco system that ensures that it reaches the right people at the right time.
In 2014 Facebook heavily impacted the landscape through the improved development of their video product and this change will only become more apparent in 2015. Next year we will really realise what the individual benefits of the different platforms to a greater extent. YouTube and Facebook will continue to deliver scale with Instagram and Twitter in the next tier alongside Vine and other platforms that will continue to challenge our ideas on what video is ‘supposed’ to look like.
This leads me to what is probably the biggest change for all of us working with commercial communication. From a creation standpoint what is determined as ‘good’ is changing by the minute. Take Facebook as an example – videos are placed in a crowded newsfeed, playing automatically when in screen, with no sound, and they are mainly consumed on mobile devices. Vine is another good example where you have a video length of 6 seconds that loops, again, mainly consumed on mobile devices. As a creative person these are now given formats when it comes to ideation.
To me, these changes are giving us exciting opportunities to create campaigns that are richer in content than ever before. This also allows us to deliver much more engaging story telling than ever before, as the process becomes much more adaptive and flexible.
Who defines ‘influence’?
Another great development that took the world by storm in 2014 was YouTuber stars becoming household names and materialising as leading influencers especially for the ever-desired youth segments.
Names like PewDiePie and Zoella became almost mainstream and my expectation for 2015 is that talent such as this will rise and evolve to garner more mainstream acceptance by brands as worthy alternatives to what used to be the pool of potential brand ambassadors. In other words, the celebrities, talent from the entertainment world and their representatives, will become more aware of being surpassed in the run for lucrative endorsement deals as the power to influence is really changing.
From a consumer perspective these new rules of engagement are great news, as the driving mechanic behind these tendencies is a greater level of authenticity, leading to more intimate identification between brand and consumer and therefore quality of brand engagement.
Brands are increasingly realising that if they want to participate in the content game they need to be ambitious and produce work of the highest standard, otherwise the chances are that you will be ignored.
As we are closing 2014, what I know about 2015 is things will change and I believe it will change for the better for the consumer which for us as passionate creative means we get to operate a communication system that is more than ever dependant on content and connections to operate and that is not only challenging but also fun.
Palle Diederichsen is Head of MediaCom Beyond Advertising EMEA