In an earlier story Lighthouse Insights spoke to the Creative Directors, Senior Creative Directors and Chief Creative Officers of the industry to understand how visual content has evolved in 2015.
“Visual content has evolved at multiple aspects in 2015. While we saw the shift from textual to visually-rich content, over the second half of the year storytelling pumped life into it. The media channels also fostered this trend by offering numerous opportunities to explore it further. The opportunities ranged from carousal ads on Facebook to native-based visual content on Instagram, which are a visual delight for the audience and go beyond hard selling of the product,” Anadi Sah, Creative Director, Isobar informed.
Meanwhile, we also asked the creative folks to share their thoughts on how they see visual content evolving in 2016 and any specific trend that they would expect to catch on this year. We got some interesting replies and at the same time two elaborate takes on visual content trends, each by Anadi Sah, CD at Isobar and Navin Kansal, NCD at Indigo Consulting. We decided to pitch them together in this post (Don’t worry there isn’t any rivalry between the two). Find the edited responses from both the creative folks:
Anadi Sah, Creative Director, Isobar
In the year 2016, I expect the following trends in this space: VR and 360-degree video based content will deliver stunning immersive experience to audiences.
Cinemagraph-based content will emerge across platforms. Release of Clipnets from Microsoft fuels this trend by extending the experience to audiences on the iOS platform.
Brand-centric emojis will make social chatter more exciting.
Immersive storytelling will extend to multi-sensory storytelling, wherein consumers get a chance to touch, feel and smell while they are taken through a story.
While long-format storytelling would still prevail, there would be a relatable shift toward content which is condensed, visual and emotional.
Surreal graphics and imagery will be used to accomplish the need of layered communication, which would deliver a message and a feeling of accomplishment to the audience who deciphers it.
Messthetics would harness the power of real-time storytelling which brands would explore through hard hitting stories and remove sugar-coated and staged communication.
Navin Kansal, National Creative Director, Indigo Consulting
The much-anticipated 4G rollout by India’s leading industrial house, is likely to bring down costs significantly and skew the content landscape exponentially towards videos as accessibility and affordability becomes a given. Combined with the autoplay feature on the Facebook newsfeed that gives audiences a chance to sample them even more passively- videos (both audience generated and brand initiated) will continue to see a massive uplift.
That said there is likely to be diminishing rate of return from content, where quality and/or relevance is being sacrificed for quantity or hygiene topicality- be it images or even videos. The savvier brands will look to elevate the sophistication of their content not just in formats and distribution but also narrative. Early movers will look at taking their visual content above and beyond their product or service spiel by taking into account what consumers tend to dwell upon increasingly- be it health, fitness, wellness or environment.
Micro-targeted, highly personalized content that taps the long tail from big data will gather momentum. Experiential and immersive content served via Occulus or the humble Cardboard will proliferate. Visual content is likely to take baby steps in flowing into the Internet of Things as increased bandwidths and Wi-fi rollouts make digital more backbone and less front-end. And therefore content consumption could well expand beyond mobile, tablets or desktop screens.
Apart from deploying the usual suspects like Facebook, YouTube, Twitter, Instagram etc. in 2015 brands will make a further push towards Vines, Snapchats and other emerging platforms to ride the visual zeitgeist in 2016.