Marketing
3 Shifts Redefining The Future Of Marketing
By Tomide Akinyemi
Marketing is entering uncharted territory. It’ s evolving faster than ever, and the role of the modern marketer is no longer fixed- it’ s a moving target in a constantly shifting landscape. The rules aren’ t changing every few years anymore. They’ re shifting every other month. And in the midst of that chaos, many professionals are left wondering what to focus on, and where.
There may be no single right answer, but zooming out can offer clarity. Amid the noise and disruption, a larger narrative is quietly unfolding. Dramatic shifts are threading through the chaos, reshaping how we think about media, content, and influence itself.
Here are three things I believe offer a glimpse into where marketing is headed and what we should all be watching closely.
Digital Media Is the New Media
This essentially means that we are witnessing a gradual but very significant change in what dominates‘ sitting rooms’. From 2-hour podcasts to 4-hour livestreams and full-length movies, longform content is thriving like never before.
A striking example is Nigerian filmmaker Omoli Oboli. Every week, she releases a full-length movie on her YouTube channel. Just four months ago, her film Love in Every Word broke barriers, amassing over 26 million views. She’ s part of a wider wave of creators bypassing traditional gatekeepers and choosing direct distribution over waiting for streaming deals. Distribution has changed. And why wouldn’ t it? With built-in monetization, massive reach, and low barriers to entry, it’ s a win-win.
Traditional media is taking notice. TIME Magazine recently launched its first-ever TIME100 Creators list- a clear signal that even legacy institutions understand the rules of influence have changed. Age, background, or niche no longer disqualify you. 49 year old Neuroscientist Andrew Huberman, has built a massive online following focusing on mental and physical health. Michelle Obama has launched a podcast with her older brother focusing on
Just like podcasting, streaming isn’ t about polish. It’ s about presence. And brands are learning, on the fly, how to show up in that space naturally, authentically, and creatively. There’ s no perfect formula yet. But the best ones are experimenting and earning attention by being part of the culture, not interrupting it.
everyday life. From science to self-help to politics, every niche now has a seat at the table.
And brands? The smart ones are paying attention. While many still treat YouTube like a dumping ground for low-effort content, others are learning to operate like creators. One standout in Kenya, is Kameivana Kenya, a storytellingfocused YouTube channel powered by Shell Kenya, built around showcasing kindness and local impact.
If digital media is the new media, the brands that will win are those that ditch outdated tactics and embrace creatorstyle storytelling at the core of their strategy.
Formats Are Evolving
As digital media becomes dominant, we’ re witnessing major shifts in content formats. YouTube now boasts over 1 billion monthly viewers consuming podcast content. That’ s huge especially considering long-form content was once considered a liability. But the rise of 2-3 hour podcast episodes diving into niche topics proves otherwise. Audiences are craving depth and authenticity, not just polish.
And that same raw energy is driving the explosion of livestreaming. When TIME released its TIME100 Creators list, it wasn’ t MrBeast, the most-subscribed YouTuber on the planet on the cover. It was streamer Kai Cenat. That alone says a lot. Streaming is now the face of modern content, not just for Gen Z or Gen Alpha, but for every generation.
Brands are starting to catch on. Kai
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