Republished [with edits] from Social@Ogilvy.
Back in December 2013, Managing Director of Social@Ogilvy EAME, Marshall Manson asked me to co-write some kind of trend prediction document for 2014. I think his words at the time were something like ‘Look, everyone does them, and everyone slags them off but Ogilvy should have one and I think we could put something decent together’.
A few emails back and forth and a couple of working meetings inbetween and Marshall and I came up with a fairly decent document covering off our shared trend predictions for the year ahead.
Such was the feedback of said presentation, we decided to it again for 2015.
So, at the bottom of this post you’ll find our latest work. It contains a brief overview of our predictions from last year as well as a more in-depth look at the thoughts, trends and predictions for the year ahead. However, if you’re a big cheat and don’t want to read the presentation (seriously, what kind of monster are you?) here are the cliff notes:
TREND PREDICTIONS FOR 2014: REVIEW
Marshall and I scored four for four with, ‘Disposable Content’, ‘Brand Banter’, ‘Facebook as a Paid Media Channel’, and a little thing called ‘Sub-dividing Communities’. Each and every one of them came true and, well, we’re pretty chuffed about that (and the evidence is in the deck below – you didn’t think I was going to give it away that easily, did you?)
Without further ado, let’s move on to our:
TREND PREDICTIONS FOR 2015
Trend 1. Twitter Zero
Algorithmic content serving is coming very soon and, when it hits, and very much like Facebook before it, brands will need to understand not only what paid products are available but also how to use them.
Trend 2. The Video Battle Royale
‘Video’ was one of my ‘things that are not trends for 2015‘ however the BIG BATTLE FOR VIDEO AD DOMINANCE is 100% going to be a thing next year. With Facebook and Twitter both going all in on video-based ad products, we’re also predicting that Instagram’s existing ad products will also soon include video. Did you know Facebook outdid YouTube, on the video front, in 2014? We don’t think Google will let that lie… do you?
Trend 3. Teens & Anonymous Platforms
Less of a trend prediction more a piece of social / anthropological commentary, this section is about there now being a generation of teens who have grown up not knowing a world without an Internet. So what does ‘youth Internet’ look like? And why?
Check it out, you’ll see.