1) Maturing by the moment, Gen Z is even more native to social media than Millennials. This generation is quickly growing into their full purchasing power and influence as trendsetters. For advertisers, traditional marketing may not be as effective with this rapidly rising base of Gen Z consumers. Now more than ever, content truly is king, and a strong content strategy is essential to robust marketing. Speaking as a CTO, it also means brands need to think like all of us engineers and computer scientists on the tech side, and build digitally native pathways to brand experiences for long-term brand affinity. In order to thrive, brands must quickly identify and adopt the latest digital products and trends; think TikTok and in-app purchases. Adaptation is the only way modern brands will survive in the ever- evolving, fast-paced online ecosystem.
4) Though gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2019 and beyond.
We don’t need a crystal ball for this one. TikTok is exploding! Content creators are focusing on video now more than ever. Other platforms are too; we’re starting to see a shift from static to dynamic content across social. With more short-form videos online, content once again feels more “raw,” even if it’s deliberately so. The polished aesthetic that is a hallmark of Millennials resonates less with Gen Z users. TikTok trends may be fast and fleeting, but we’re certainly excited to see that unbridled creativity continue in the months ahead.
6) Women are driving advertising today, especially with digital and influencer content. Across industries, they’re the creators, the taste makers, the innovators. At Obviously, women are leading our team and engineering our technology. Our staff is incredibly diverse, representing numerous identities, genders, and speaking a number of languages. So for us, diversity and inclusion are fundamental to our success. It is truly in our DNA. We nurture and defend these tenets, and believe others must too in order to succeed in the modern professional world. As influencer marketers, young talent is our life blood. Age is irrelevant in our business. Creativity, passion and exploration are hallmarks of the influencer industry, and native to our company.