What I've Learned From Content in 2016

There has been a lot of talk about content this year.

It almost sounds like a new advertising phenomena.

But brands involved in content are as old as the hills.

Yes, comms are changing, but the media around us is changing more fundamentally.

There are more devices, formats, distributors and ideas than you can shake a stick at.

There's lots of uncertainty over the business model and what will succeed.

But it should be seen as an opportunity for brands...Money counts.

So, what’s working?

Rational, factual content around consumer's passions - like food, travel, DIY - prove to be popular, time and time again... But there's also lots of shit out there that nobody is watching.

Emotional content and entertainment is getting bolder. But it's yet to enjoy complete breakout success.

Red Bull's air jump stunt (below) is still the standout piece of content from a brand. And Coke remains one of the most significant commissioners of content.

The good news is the world is becoming a much more visual place and this pushes the industry forward.

And that in turn has also affected the length of video. Content can be long if it's good. Something epic can be transmitted in five seconds or 15 minutes if necessary. PokerStars' recent campaign starring Cristiano Ronaldo (below) featured spots of varying lengths, which racked up a total of 20million views across all the films. This varied length content is fed by our appetite for video on demand.

While Facebook is still the dominant platform for sharing information and videos, Netflix and Amazon are increasingly afecting the future of what we currently call TV.  

What next?

So, what does the future look like?

There's no knowing and the rules are being repeatedly broken.

But the main change is the fact that brands are increasingly gaining control.

They can create long-running and returning series, launch their own production companies or studios and have access to their fans and distribution channels.  

It's a fun time - and it's going to be exciting working it all out.