What to expect from content marketing in 2019
Big changes are ahead with our online experiences, data breaches and backlash against fake influencers is signalling a change in how we interact online, and 2019 is proving to be an exciting year. Check out our top predictions on what to expect from content marketing in 2019.
Brand Purpose
In 2019 it will be all about uniting your brand and customers behind a common purpose, we’ll see brands being braver with social enterprise and looking to solidify brand trust, resonating with core audiences. Towards the end of 2018 we saw Nike partnering with Colin Kaepernick to protest against racial injustice and Iceland have been working to reduce the use of palm oil. It’s not something that can be churned out for the sake of one campaign though, it needs to be embedded completely within the DNA of the company and all actions of the brand need to reflect the purpose and redefine the human truth.
Influencers under fire
Influencers have been receiving bad press in 2018 thanks to a few bad apples, and consumers are growing increasingly weary of over-polished Instagrammers selling diet pills or teeth whitening strips. It’s all incredibly fake and inauthentic, especially when these influencers are constantly creating content for any old brand that will throw them a free sample and a hundred quid.
But whilst issues like follower fraud lie at the door of influencers – many more issues sit with agencies and platforms who are driving strategically weak and incoherent influencer plans. Influencers are being treated as a new unregulated media. It needs to stop.
In 2019 we’ll be seeing an increase in transparency and meaningful collaborations. Instead of overly branded pre-approved wording slapped under a staged photo, we’ll be seeing an increase in genuine collaborations where brands and creators work side by side to tell thought provoking and compelling stories – adding a more realistic and human element to the marketing mix.
Video
We’re sure you read the same thing in 2018 predictions but we’re back at it again because video is expected to grow even bigger in 2019. We’re not talking about the whole family sitting around watching Argos’ new TV advert, but it’s all about the creators. Over half of young people would stop what they’re doing just to watch a video from their favourite creator so this poses an incredible opportunity for meaningful collaborations with brands who hold shared beliefs and values with their creators.
Online Communities
How much trust do we have in the major social networks anymore? Zuckerberg has had more telling offs for data breaches than he’d care to admit and Russia love to get involved in an election or two.
Users are retreating from their news feeds into smaller & more relevant spaces, sharing ideas, content and opinions with like minded people. It’s all about being a part of the right conversation instead of scrolling through irrelevant content, being part of these communities delivers the right kind of content straight to your screen instead of mindlessly scrolling through content that your Mum shared.
Private Facebook groups are swiftly becoming the norm – whilst entrance isn’t exactly exclusive, the joining process acts as a significant barrier to entry for any disinterested groups or potential trolls, further ensuring that only relevant and committed members are likely to join.
However as communities become even more niche, so do their needs. Facebook groups cannot act as the be all and end all of online communities because everyone is crying out for different features and Facebook can’t please everyone. Not to mention increasing privacy concerns which are driving the #DeleteFacebook movement.
It’s all paving the way for forums and message boards to make a comeback, at first thought they conjure up memories from the early days of the internet when we were all still on MSN messenger or on dial-up, but these communities are thriving.
Reddit is a key example; with over 1.2 million Subreddits, this shows that there’s no shortage of micro communities all looking to discuss something different. And with so many unique communities discussing everything from politics to gaming and their favourite cereal, what’s to stop brands getting involved?
There’s an opportunity for brands themselves to develop safe spaces for their consumers, somewhere they can get together to discuss products, reviews and create content. 50% of consumers said that they’d love to create content for their favourite brand, but only 16% of brands actively offer the option to do so. By plugging this gap with an online community of their own, brands can not only create deep and meaningful connections with their consumers, but can also harness the power of their fans to create meaningful and authentic UGC.
If we’ve piqued your interest and you want to have a chat about content marketing or social media, feel free to get in touch; sam@wearecommit.com.
