In Poland, video advertising and video content reach over 20 million consumers[1]. The year 2017 positioned this form of content delivery as the leader. However, strong positions were also marked by trends such as: temporary content, influencer relations, and an emphasis on reliable and high-quality communication. It is time to take a closer look at the media market in 2017 and forecasted trends for 2018.January is a symbolic month. The passing year encourages summaries and a meticulous look at all activities conducted over the past 12 months. How did the media market look in 2017? We have gathered what we consider some of the most important trends and events of the past year.Video marketingVideo is one of the most unrestricted and rapidly developing communication formats. Audiences are watching more and more both short and long formats, which positions video as a leader and the main driving force behind online advertising expenditure. Data collected in the PwC report indicates that the value of the online video market in Poland in 2021 will be $157 million, with a mid-year growth rate of 6%[2]. However, proportional to the development of this format β audience expectations regarding received content are increasing. Saturation with the excess of information found on the internet causes consumers to consciously place great emphasis on the attractiveness and form of the content they consume. Caring about engagement and interest, companies compete in creating content that meets audience needs. As experts indicate, video will maintain its status as the communication leader also in 2018. Additionally, it will be strengthened by the increasingly dynamic trend of creating company/brand-owned channels on YouTube, which will help them effectively achieve their communication goals.Seize fleeting moments β temporary contentThe preferences and habits of Millennials and Generation Z strongly influence the direction of communication and the choice of specific tools used by the media market. 2017 opened up to temporary content thanks to Instagram, Snapchat, Messenger Day, and Facebook Stories. This is a nod to the needs of young audiences who value fleeting content. The attractiveness of ephemeral messaging comes from restrictions on access to given content, which can irretrievably disappear after 24 hours. Young consumers perceive such messages as more authentic and unforced. This way, they do not feel overwhelmed by the given content, image, or chosen brand. Temporary content activates audiences, increasing their desire to discover and view content before it disappears. They decide whether they want to engage with the message or skip it. Furthermore, 2017 popularized phenomena such as live streaming, stories, and 360Λ video. Short video content and Snapchat and Instagram stories are no longer used solely for entertainment but are increasingly used commercially/promotively as well as informationally (e.g., Snapchat is used by Reuters to deliver the most important information about the stock market and companies). Forecasts for 2018 point to the automation of these contents and the necessity to be on continuous standby.Trust is fundamentalEvery day, audiences are exposed to thousands of contents. The year 2017 is associated with the spread of a negative phenomenon described by the neologism fake news. This term refers to content that has no basis in reality but is presented to audiences as true. Deliberate misinformation and catchy headlines aim to achieve specific benefits: publicity, standing out, causing a scandal, etc. The spread of this controversial trend was contributed to by loud, provocative campaigns and actions by brands that will remain in our memory for a long time (Black, PGE, Reserved). The popular motto βit doesnβt matter how they talk, as long as they talk” is still frequently used today. However, controversy does not always bring the expected results. Audiences have become increasingly aware and demanding, expecting reliable communication. Consumers carefully analyze the content they receive and verify it against reality. This is all due to the trust they place both in the media and in specific companies. The content through which brands communicate online must be based on reliable information, not idealized messages. It is important to approach the topic factually and remain a credible source. Reputation depends on the entirety of communication.Professionalization of influencer marketingContent presented through media-known personalities, experts, or owners of popular and attractive accounts on selected social media platforms is increasingly popular. Forecasts for 2018 indicate an even faster and more formalized development of the field known as influencer marketing. Information presented by Influencer Marketing Hub shows that already in the first quarter of 2017, nearly 30 percent of companies chose influencer marketing as a method to reach consumers. Moreover, over 60 percent of companies intend to increase their budget for these activities[3]. The upcoming year anticipates significant professionalization of activities and actions of influencers as well as the rules of collaboration between them and companies. Professionalization will also be reflected in placing greater emphasis on measurable effectiveness of the promoted content.
However, not only influencer marketing will be monitored more closely regarding effectiveness. Changes in the intensity and ways of measuring it will affect communication activities in general. Furthermore, 2018 will bring the implementation of new, evolving obligations and rights of advertisers, as well as changes concerning personal data protection. All this will strongly influence the delineation between “earned” and “paid” media.
The media market is evolving and changing at an incredible pace. The most important thing is not to miss these changes. The year 2017 was dedicated to video β will the baton be passed in the next year? We will find out in the coming months. We already know that 2018 is forecasted to be a year of constantly being on standby and following the most effective trends.
Author of the text: Patrycja
[1] https://www.statista.com/statistics/280685/number-of-monthly-unique-youtube-users/[2] https://www.pwc.pl/pl/pdf/rozrywka-i-media-w-polsce-2017.pdf[3] https://influencermarketinghub.com/the-rise-of-influencer-marketing/
