As we continue to move through the year and these unprecedented times, we’ll continue to share trends that will shape marketing for the rest of 2020. These trends are more than, “check out this new social media platform!” They are the consumer behaviors that will impact your content strategies, the technology that is coming whether you’re prepared or not, and the unorthodox ways of looking at pre-established concepts. The future is a constant uphill battle that never ends. The smartest thing you can do is stay informed and adopt early. You never want to be last to know.
People Are Reading Less
It should come as no shock to anyone to hear that people are reading less. Since the dawn of the internet, we have been headed towards a society based on visuals and audio. To be honest, we’re still surprised people haven’t started writing entirely in emojis yet. As this trend continues, it’s important to adapt your content accordingly. There’s two main ways that eliminate the need for any of that pesky reading and keep your audience engaged.
Video marketing can easily replace the standard written content with some major benefits. Videos are more flexible creatively. Visuals allow consumers to connect further with the product or company more than the words on a page can. It also allows for an interactive experience that written content cannot. Videos keep the consumer engaged with the content. People can get a little restless. They might start to read something but if they’re not immediately hooked by the content, they’ll give up and move on. Visuals keep the attention of the viewer and delivers the same information at no extra effort to the viewer. Something to remember with video marketing is that YouTube is not the only platform to release video content. As the world becomes more mobile, it’s key to remember apps like Instagram or newer ones like Tik Tok, utilize the vertical video model. These types of videos are a great return on investment (ROI) as they usually require low production costs. They are more sharable than other forms of content and also allow for consumers to interact with the content personally.
Podcasts are similar to videos in that consumers are not “plagued” with having to read. Although podcasts lack the visual aspect that videos have, podcasts come with a distinct advantage. Videos require the consumer to limit the kinds of activities they can perform while watching. Podcasts are much more consumable because they don’t have visual component. You can listen to a podcast anywhere, even while driving, running, biking, trying to fall asleep, working, etc. On top of this perk, podcasts can be basically cost free and have the ability to be interactive with the audience. An important thing to mention is the low competition within this market. Every business is most likely producing content on Facebook, YouTube, and Twitter but most have ignored podcasts. That being said, podcasts continue to grow in popularity. According to Apple in 2018, there were 550,000 podcasts and 18.5 million episodes. Now, there are 850,000 podcasts and 30 million episodes. The earlier you add this strategy into your marketing plan, the less competition you will have later. Podcast listeners are notoriously loyal; the larger the audience you can gain early on, the easier it will be in the long term.
Artificial Intelligence (AI) Is Here to Stay
Regardless of whether computers will eventually take over the world or if your smart speaker is secretly listening to you, for now, AI is a useful tool for you and consumers. As it becomes more prevalent, it’s important that you notice how it affects consumer behaviors while also utilizing it yourself to change your strategies.
As Siri, Alexa, and a slew of others continue their battle for dominance in the smart speaker industry, the behaviors of consumers have changed. People are increasingly using their smart speakers to search things. Language is a very odd thing. For some reason, we write differently than we speak. For instance, if talking to a smart speaker you might say, “Hey Alexa, where’s the closest grocery store?” However, when searching on Google you would likely type, “Grocery store near me.” This may not seem like a monumental difference to you, but it has a significant impact for Search Engine Optimization (SEO). This is why adding “long-tail keywords”, 3-5 word long conversational phrases or questions people use to search, into your content is important if you want to try to secure a prestigious Alexa shout out.
On the flipside of AI, it’s making the lives of businesses easier too. When marketing, you have to try to think of every variable possible and make sense of all the numbers. This can be extremely hard, and patterns can become lost among the data. However, AI can recognize patterns in consumer behaviors, which individuals are most likely to buy, and identify potential customers. AI can also learn the type of consumer that is interacting with your content and adjust accordingly. Similar to how Facebook will target you with certain ads that are personalized or how Spotify will recommend new music that is based on what you like, AI can do the same for your content. Doing this creates a personalized experience for the consumer and are more likely to return because you supplied them with content relevant to their interests.
Micro-Influencers Continue to Gain Popularity
Conventional wisdom tells us to reach the largest audience possible to maximize our reach. If you team that up with the influencer industry, you probably believe that an influencer with millions of followers has the best return on investment (ROI). Well, turns out, the little guys are much better at their job.
Micro-influencers have a very unique and coveted ability. Unlike large influencers, they can actually – you know – influence. Micro-influencers have a following of between 10,000 and 50,000 on social media. These small numbers have prominent advantages. The smaller your numbers, the more engagement you get from your followers. People often feel drowned out in a larger audience. With fewer followers, people open up more and feel they’re able to engage more personally with the influencer. These people also feel like they’re having a more authentic experience with the influencer given that the influencer is able to interact with a larger percentage of their audience. The audience the influencer has cultivated is extremely specific too. Choosing the right influencer that fits your verticals ensures that the people viewing the content are the ones most likely to engage with your business. This audience is also more likely to buy something that the influencer recommends than from a larger influencer. Teaming up with micro-influencers is cheaper than gambling on a big shot with millions of followers.
At the end of the day, you have to choose the trends that are best for you company. Not every new tip or trick will be helpful, but knowledge is power. There’s no such thing as staying too informed and you never know when some piece of information will come in handy.