What's next for the media industry in 2020?
2019 was a big year for media and we covered a lot of breaking updates on our newly-formed blog.
We adjusted (pretty quickly, we might add) to likes being removed from Instagram in July, and in October when Facebook took them away. Tik Tok arrived with gusto and quickly ascended to dominance in the video-sharing app world, while Snapchat steadied with its user growth and Instagram introduced Reels.
The tech world has gone to more extremes (so we think now), with AI going from VR to influencers. News is often still fake, but Zuckerberg is developing Newsroom and a co-founder of Wikipedia has created a news focused social media platform sans ads and full of truthful updates.
In advertising, it’s looking to be the year of the merger, with agencies from all areas coming together as one to keep up with the ever-evolving landscape of TV and subscription services.
So what do we think will be the next big thing of 2020? We predict below, and will check back this time next year to see if we were right…
Jo: ‘Media spending will increase and continue to skew towards channels with better attribution (digital over traditional). Even more so if we go into a recession which is a chance. Augmented reality (AR) will start to become more widely adopted (AR posts are now possible on FB), but won't hit nearly critical mass.’
Nick: ‘TikTok will be a big mover in the social space and brands will start to get heavily involved. Facebook will try to buy them.
Disney, Apple or Amazon will buy Netflix. (Yep, I'm sure...)
The US election in November will swamp our news feeds for months.’
Sophie: ‘I think given how vocal and aware people are about the events around them, content will continue to be real, truthful and intelligent. Shows like Explained on Netflix are a great example, but films that are well-written and provide a strong message towards world events will endure this year.’
Check out the trailer for The Assistant, written and directed by a former HG team member!
Georgie: ‘The rise of authentic content that's not polished yet super engaging! Consumers are more than ever looking for content that they can connect and resonate with. Such as: talking to camera, routines and hacks which give people an insight into their favourite influencer's or brand’s daily life or tips and tricks.
This might be something that's very obvious but I think from a brand perspective, we are going to start to stay away from super polished content!’
Matt: ‘There are strong rumours of Apple launching VR / Augmented Reality goggles in late 2020, that will eventually evolve into glasses by 2022. Various articles mentioning it on the web. But these would have post/texts popping up, maps, facial recognition potentially for names. So, an advanced Google glass type product.’
Ange: ‘Topical [published during bushfire crisis] but “crisis capitalism” where brands/companies don't donate to charitable causes, but loop it into sales. Additionally, the difference between donating % of profits vs. sales. I've seen this come up a lot in the last couple of days [during the bushfire outbreak]. Mecca has received a lot of kudos for just doing a direct donation.’