By Richard Dodgson, Founder & Creative Director, Timebased Events
Creative professionals are under pressure to make themselves heard, in a world which is increasingly drowned in noise. Working in the creative industry requires professionals to anticipate what audiences want, before they want it.
Trends have always shaped this industry’s landscape but just knowing the trend is no longer enough. The differentiator between good and bad, will lie within the execution and whether it has resonated with their audience.
Previous years have shone a light on the influence technology holds on establishing trends in all industries. This year will be no different but instead the focus will be on how creatives can utilise new technology to bridge the gap between their brand and the consumer.
User Generated Content
A trend which has become increasingly favoured by creatives is User Generated Content (UGC).
Peer reviews are quickly replacing traditional forms of advertising, as audiences become more sceptical of big brands but increase their trust in the opinions of their peers. With recent studies finding that 86 per cent of millennials believe UGC is a good indicator of a brand or a products quality.
Incorporating UGC allows audiences to tap into their own creativity and organically spread the word about their favourite campaigns through videos, photos, or memes.
Consumers are drawn to experiences and the evolution of technology has opened doorways for creative professionals to capitalise on creating truly personalised experiences for their audiences. New technologies, such as augmented reality (AR) which allows audiences to be submerged into a completely new environment, can be used to create a lasting memory of the campaign and the brand behind it.
Additionally, artificial intelligence, machine learning and drones are all able to now collect huge amounts of Big Data from campaigns and events. This can then be analysed to determine customer satisfaction, what had a positive and negative impact and also, what will influence trends in the coming year.
Forming ‘Real Connections’
Whilst technology may have created countless new opportunities for creative professionals, humans still crave human interaction. Forward thinking creatives will understand that as much as new tech may aid them, it is the execution that creates a real connection between brand and audience.
This year will see many creatives attempting to form these real connections, by incorporating both tech and a human connection. This could be achieved through offering the chance for interviews, behind the scene tours or gadget run throughs. However, the ones who succeed in forming such connections, will be those who combine the two and make it look effortless.
Whilst video content is the popular way for many consumers to view creative material across social platforms, 2019 will see this transition towards live broadcasts. Utilising tools on social platforms, such as Facebook & Instagram Live, will be key in creating further connection with audiences.
Additionally, by making these broadcasts interactive and imaginative, user engagement will undoubtedly increase, and traditional video will soon be outpaced. Nevertheless, as attention spans get shorter, the creatives who set themselves above the rest will be the ones who use creative originality in their broadcast content.
What is unquestionable is that 2019 will be a year shaped by experiences which engage with an audience. Whether they come from imaginative live broadcasts, UGC or the use Big Data and AR to create personalised immersive experiences. Regardless of what is used however, creatives must ensure that they incorporate a range of these trends and do so, effortlessly. Additionally, the ones who make themselves heard will be those who understand the need to establish a real connection, between brand and consumer, so that they may encourage a genuine, long-lasting relationship.
Richard Dodgson is Founder and Creative Director of , a unique events company who has collaborated with a wide range of visionary brands from GQ and Vogue to Hugo Boss and M&S. Richard launched the company in 1996 after working with other events businesses and realising he had the creative flair to have a successful business of his own.
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