We expect influencers and agencies to do something out-of the box: Shailja Saraswati

The year 2023 has started on a rollercoaster note, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As part of our annual TRENDING NOW series, Adgully has been approaching key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.

In conversation with Adgully, Shailja Saraswati, Chief Content Officer, Omnicom Media Group India, speaks about the continued march of virtual and augmented reality technologies in the content and entertainment sector, the rise of user-generated content, major focus areas for Omnicom Media Group in the year ahead, and more.

Key trends dominating the media and content industry in 2023

The media and content industry has seen a paradigm shift since the pandemic due to many reasons. The impact of this is still resonating in 2023, and I foresee a few key trends for this year within the content and entertainment sector.

Virtual and augmented reality technologies will continue to become increasingly popular due to the unique and immersive experience they provide to the users. The impact of this is immense on branded content. The growing popularity of these technologies opens up innumerable opportunities for brands to simulate experiences that can transport customers to different realms, unleash creativity, and be more interactive, all of which has a huge potential for viral marketing. Going ahead, I see more brands incorporating interactive content into their marketing strategies to boost engagement and drive conversions. I also foresee an increase in the use of AI in content development and perhaps, eventually, creation.

User-generated content, a trend that picked up momentum during the pandemic, will continue to see a rise with platforms such as Moj and Instagram Reels, providing users with tools to create and share short-form videos. It will keep growing as the content is authentic, cost-effective, can be done at scale, and has high shareability. Further, digital content consumption in India will continue to grow at an unprecedented rate, a consequence of the widespread availability of affordable smartphones and cheap data plans. OTT platforms will become increasingly popular. Creator economy will continue to grow, and creators will emerge as the new celebrities, with a growing number of followers and fans. Moreover, the boom in regional language content will continue, which will help brands plan hyperlocal targeting.

My personal favorite trend as a podcaster myself is the increase in podcast platforms. The flexibility of the podcast format allows brands to experiment with different types of content and tailor it to the interests and preferences of their audience. Additionally, podcasts have a longer shelf life and can provide archival value for brands, as listeners can access and discover episodes long after they have been released.

Major expectations from 2023

I expect OTT platforms to create branded content opportunities, which can be leveraged to reach a wider audience. Collaborating with influencers can also help increase brand visibility and engagement; however, going ahead, we expect influencers and agencies to push their limits and do something out-of the box and innovative, rather than just create hygiene content. Exploring interactive content, which is another area that has shown to drive higher engagement and conversions, can be a great way to innovate and differentiate our offerings. We would like our partners to come up with offerings that have interactivity embedded into the solution.

Key focus areas for Omnicom Media Group in 2023

For Omnicom Media Group, a major focus area will be creating unique and immersive experiences for the brand and audience, in order to stand out in the crowded media landscape and build brand loyalty. Adopting new technologies and exploring experiential marketing opportunities can also help our brands achieve this goal. Esports is another rapidly growing sector that presents an opportunity to create engaging content, and personalised content recommendations powered by data analytics and machine learning can help drive audience engagement and loyalty.