4 ways content as you know it could change in 2017

The new year will continue to shake up how people consume content. Audiences are in control more than ever before, and advertisers and publishers are listening to their demands.

We’ve talked before about the transformation of content and how publishers are striving to create relevant content that connects with audiences. Expect to see more of this type of storytelling as favorite content creators grow even bolder in 2017, taking content to new, exciting and immersive heights.

Live video captures attention with authenticity

The people have spoken and authenticity is king. Live video makes a real connection that puts audiences in the middle of the story as it happens. Research shows that 74 percent of audiences are already watching live video content once a week, and 47 percent say they’ll watch more of this unscripted, unexpected content in 2017.

But for 2017 to be the year of live video, brands will need to stay focused on delivering a high-quality experience for audiences. People don’t want to wait for content to load, and half of audiences will tune out of a video after two “buffering” interruptions. That number jumps to 79 percent after three interruptions. So it’s up to both advertisers and publishers to create a better video experience by making sure the supporting technology can deliver exactly what audiences want: live, uninterrupted video.

Immersive tech redefines storytelling

It’s been a long time since 2D storytelling was the only option. People will expect the immersive experiences of next-gen technology like virtual reality, augmented reality and 360-degree video because audiences aren’t satisfied with just seeing content — they want to live it. These new platforms gift content creators with powerful tools to tell stories that captivate all of our senses.

Benjamin Roffee, producer at HuffPost RYOT, explained how his team is using 360-degree video to encourage audiences and improve the world. “We’ve created opportunity through how immersive and participatory VR is by letting audiences look around, showing them a different component to the story. That brings them one step closer to being there, or to recapturing the feeling of being there,” Roffee says.

Our research shows that 50 percent of people are already using AR at least once a week — think Pokemon GO at its peak popularity — and 52 percent of audiences are watching 360-degree videos. That number is likely to increase as audiences are projected to engage with more immersive content in 2017 compared to 2016.

Publishers make a statement

To make an impact amidst the noise — and even fake news — publishers need to have a clear point of view. In 2017, expect to see content companies make it a point to shape culture instead of just reflecting it.

“Bold content is successful because it’s explicit about why it matters,” Cavan Sieczkowski, Deputy Director of News and Analytics at the Huffington Post, explains. “Taking a stance, making a powerful point, starting a necessary but potentially polarizing conversation — these are a few reasons it’s important content be bold. It’s about taking writing beyond the everyday news cycle and potentially make a difference.”

But to create polarizing content, publishers can’t just draft up a clickbait headline and call it day. They need to deliver on the promise of their perspective-challenging content to earn and keep audiences’ trust.

Mobile-everything, not just mobile-first

Sixty percent of people with smartphones say they “can’t live without” them (and the other 40 percent can’t be far behind). Mobile devices deliver instant entertainment, information and connection whenever we want it. (A full 49 percent of people told us they reach for their smartphone before they even get out of bed.) So, if brands aren’t thinking mobile for everything they do, they’re just not thinking.

And let’s be clear: mobile-first doesn’t mean making mobile-friendly versions of existing formats. That’s table stakes at this point in the game. Mobile-first means looking at mobile as the first screen. And now, it’s also running full-speed ahead as mobile leaps to future-facing content like VR, AR and 360-degree video. With mobile use continuing to skyrocket, the demand for these innovative experiences will grow in pace. Live video was made for mobile — and often made on mobile — so if brands are still stuck to the desktop screen, it’s time to move up and get out(side).

The new year is full of opportunity. But for audiences, advertisers and publishers to truly reap the benefits 2017 has to offer to the industry, we all need to embrace the changes in content.

Originally published at mashable.com on January 10, 2017.