5 Content Marketing Trends For 2019

An incredible year comes to an end, complete with videos going viral, attention spans dropping, news-feeds getting chaotic, short-form video exploding, regional content sky-rocketing, LinkedIn joining the video party and organic reach nose-diving. Here are five trends and my focus areas for 2019, the best year for videos we’ve ever seen :)

1. Videos Will Continue To Dominate

You know what was the biggest trend in marketing last year? Videos. This year, the biggest trend continued to be videos, and next year.. it’s going to be videos in hindi and regional languages. Videos are dominating news-feeds everywhere. With millions joining the internet bandwagon in India, armed with cheaper phones and cheaper data, everyone is consuming content on their tiny devices across the country, moving away from traditional media. If you’re still procrastinating about having a video strategy or starting videos.. it’s time to jump and experiment. With LinkedIn going gaga over videos, even B2B space is getting exciting. For personal branding, there couldn’t be a better time to start creating video blogs. 2019 will be the year of experiments in Live videos, vertical videos, regional content, and short form video Ads.

2. Organic Reach is Dead

Gone are the days where you post something on any platform and see it growing organically. All big platforms have tightened up the screws, you got to pay for the distribution. The only way to get organic reach and beat these platforms at their own game, is to have kick-ass content which drives tons of engagement. No platform in the world can stop organic sharing of content. The goal must be to create killer content and spend your distribution budgets only if it’s driving engagement.

Remember, views can be bought, engagement is earned. 

Focus on creating content which makes engagement easier.. create for low attention spans, for tiny mobile screens, think conversations first, don’t sweat about production value – focus on storytelling, and most important.. make it share-worthy! When we make our message so powerful, every person who sees, shares it forward, becoming a little evangelist spreading our content like wild-fire and beating platforms at their own game. And that’s how startups will compete with big budget competition and the most engaging content will win.

3. Recall is out, Relevance is in

Branding won’t be about recall-recall-recall anymore. Recall is about getting to as many eye-balls as you can, which comes with budget spends in millions on traditional media. The generation today is trained to ignore ads, our bullshit radars are so evolved, we we can spot the blatant Adsy BS miles away. Ad blockers are on the rise, TV numbers are down and when was the last time you shared an Ad? Marketers think in terms of Ads, short form videos, bumper Ads, twenty seconders, TVCs, long form content, web series etc. And all the user sees is two things.. is it BS or no BS! Our Ads need to evolve and be more authentic, and content must be share-worthy. The more conversations we have on our content, the more relevant our brand will be in the news-feeds and in their minds. Branding will be about relevance, not recall anymore.

4. Rise of Influencer Marketing, Again

Influencer Marketing got off to a messy start last year. Thinking an Influencer as just another distribution channel backfired. Tons were spent on influencer marketing without much ROI. Before we incentivise the messengers (influencers), we must make the message (content strategy) super strong. We’d need to tailor the content to the right influencers and not one-size-fits-all and asking influencers to just broadcast.

5. Return of Jack of all Trades

Next year will see the rise of multi-skilled storytellers. People who can wear many hats, with experimentation in their DNA and self-learning an essential skill.

We need filmmakers who double up as designers, designers who know how to write headlines and writers to know video editing. 

Rockstars are groomed, creativity revolves around happiness and let’s play the game and not be under pressure to hit home runs everyday. We need teams who can crack content internally, collaborate and brainstorm across the company and execute.

One more thing..

Finally, after years of working on compiling my crazy notes on fundamentals behind viral videos, the book is coming out in first quarter of 2019. Never thought writing a book would be that big a deal, but deep diving and backing up every little insight with experiments and examples is better than brain-farts about my musings. It’s an actionable manual for anyone who wants to get into content and reach millions on shoe-string budgets. It’s for startups who want to compete with the big guns, marketers who want to invest in personal branding and students who wants to learn rules of the new game. You can sign-up for the mailing list for updates on the release, connect on LinkedIn or check the blog :)

Session @ Google – Digital Insider

Five years back, I remember applying to Google for a job. Today it felt like full circle, being invited to take a session at Google for their Digital Insider program. An hour long session with rapid fire questions and the famous Google blend coffee :)

Session: Content That Works

Agenda : Content powers communication but creating content that works is a challenge. Join Aashish Chopra and Guneet Singh as they share what they’ve learnt about creating impact with content.

Viral Video Marketing Session @ IIM Rohtak

“You know the difference between a manager and a leader? Managers manage from the back, leaders lead from the front. Be willing to get your hands dirty, be uncompromising about doing the right thing, keep user experience close to your heart, and your head deep in experimentation and execution to make that happen. Aspire to become the best goddamn leaders this country deserves!” Amazing energy with an amazing audience, the future leaders of tomorrow! Viral Video Session @ IIM Rohtak

Video – Quick Chat On Viral Videos

Quick conversation with Manish Vaswani, who leads a digital agency from Indore and is killing it in the hotel industry. Really proud how talent in tier 2 cities is making a dent on the national scene, even aspiring to go global. More power to you guys.

Viral Videos Masterclass at JoshTalks

Viral video masterclass at JoshTalks. Incredible team on a solid mission. Creating and sharing inspirational stories from the heartland, in regional languages. More power to you guys. #LetsMakeIndiaGreatAgain

210 Sign-ups in 24 hours – Webinar On Viral Video Marketing

Hope is not a strategy and viral is not a ‘happy accident’.

Join in April 26, 2018 for the story behind 300 million views :)

Session at Rural Conclave 2018 – Live Video

It was awesome to be part of Rural Conclave 2018, by Rural Marketing Association of India. Incredible stories of innovation and insights from brands creating impact in the heartland. Loved the energy in the audience. Found a live video from the talk, find below :)

Excerpt from EventFaqs.. Aashish Chopra, the award-winning Viral Video Marketer shared tricks of the trade, which one can keep handy while approaching a strategy for Viral Marketing. As Chopra shared with the audiences some of his most viral campaigns at Ixigo.com, he remarked, “It is a myth that one needs a state of the art production studio and top of the line technology to create viral video campaigns. It is infact, the creativity that matters the most for a video campaign.”