​Stacy Minero, now head of Twitter’s content planning team, has been creating custom content for television brands including NBC, Fox and Bravo since her days at the media agency Mindshare.

As marketers become more and more interested in branded content, Adweek asked Minero to list her top predictions for the future of the form and some tips for anyone trying it out for the first time:

1. Leverage big (and small) events for real-time opportunities.

Oreo made history with its well-timed Super Bowl tweet in 2013, making every marketer wish they had the same idea. But according to Minero, brands should focus more on reaching out to fans/consumers/viewers during everyday moments not just national sporting events. “Continuity and cadence” are the new rules for real-time engagement.


2. Brands will get even more personal.

In the coming year, brands will find better ways to deliver customized content, according to Minero. Just a few brands taking advantage of these new formats are American Express, who send personalized autographs from Pharrell, Travelocity’s Roaming Gnome matching travelers with heir dream trips and Purina’s Moments Studio, a live newsroom for pet owners.

3. Millennial talent will be more in demand.

YouTube, Vine, Instagram and platforms like them are gaining traction with top-earning talent, like Michelle Phan, who has built her YouTube channel into an endorsement deal with L’Oreal. Vine’s Robby Ayala and Zach King also just partnered with HP for a TV ad, making online personalities turning their following into real-life pay days. Companies like Niche Media and Vessel, according to Minero, will grow and expand in order to handle all the social media superstars who are able to touch millennial fan bases for brands of all shapes and sizes.

4. Stop counting every video to the second.

In the past few years, TV’s 30-second spot became Vine’s six-second clips which expanded to 15 seconds on Instagram. Minero says that brands should ignore those time limitations going forward to tell their stories in whatever length works best. Twitter and Facebook users see success with videos anywhere from five seconds to five minutes, so embrace the story and don’t worry as much about length.

5. It’s all about that data.

Minero says that “productizing data” should be a major priority for brands out there, using new data solutions to turn numbers into usable insights for marketing campaigns in a more all-encompassing way than ever before. Data sources like Tweetdeck and Brandwatch are just the beginning.

Read more at Adweek.

Brief Take: Minero’s predictions follow branded content for TV brands and beyond - the smart brands are the one who have made it part of their overall strategy and not just an afterthought as another way to target millennials.

[Image courtesy of Twitter]

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