The world is transforming into digital and trends of this “digital world” constantly changes. Every year we look back to annual changes and developments in this digital world to better understand the future. As we move closer to a brand new year, here are some of the top marketing trends to watch out in 2020.
Content Marketing: Ephemeral and Interactive Contents
Ephemeral content is mostly images or video posts on social media that are available only for a short time. Snapchat posts, Instagram and Facebook stories are examples of ephemeral content. This type of content is not something new, albeit the interest for it increases rapidly. Ephemeral content is appealing for both the sharer and the user because of its temporariness. People share stories more freely and users engage in the stories more eagerly because, well… The story is going to disappear, eventually! People do not worry about if their content is embarrassing or awkward as much as in permanent posts and users don’t want to miss the story which will vanish forever. This is ‘fear of missing out’, in short FOMO, and it is common human behaviour. For business, FOMO must be considered seriously when building a social media strategy. People are going to show more interest in your page if you post appropriate stories to boost their curiosity. The engagement of your page will rise considerably with the right ephemeral content strategy. Moreover, interactive and engaging stories will influence your customers to develop a positive relationship with your page and your brand. Live streams, polls, contests, games, shoppable posts, countdowns, quizzes, and 360° videos are examples of the interactive content and most of them can also be used in Facebook posts and stories, and Instagram posts. With this, you can raise your consumers’ satisfaction with your product and can strengthen their loyalty for your page and brand. Ephemeral and interactive content are very popular today and continue to be an important trend in 2020.
One of the significant trends for 2020 is voice search. As the voice-activated search technology evolves, it becomes more and more important to pay attention to creating a “voice-searchable” content.
People use voice-over technology to ask the daily weather, give commands like “call Anna”, set alarms and voice-type messages. They have become accustomed to using voice over technology by its practicality. So, using voice-over when possible is becoming more like a habit. Because of that, creating voice-searchable content is very important to keep up with the evolving technology and to get ahead of your competitors. Your customers and your potential customers will be more loyal to your brand, and you have a positive impact on them if you give importance and effort to voice technology.
On the other hand, the variety of questions asked is increasing. However, digital marketers are not giving this increase enough attention. But in 2020, as we see more improvements in voice search technology, digital marketers cannot ignore the change. Voice over technology will be another trend in 2020 to watch out and optimize your website for voice search to maximize your search potential!
Influencer marketing has seen a rise in the past few years as more and more people started to use social media. Using influencers to improve brand awareness and increase sales is a powerful strategy for social media marketing and it is expected that influencer marketing will become more popular by 2020.
Together with the increase of diversity of the interactive content, the effectiveness of influencer marketing rises. Shoppable posts, polls, contests, and countdowns are powerful tools for influencers to reach their audience, and their engagement strengthens. However, it is important to beware of the fact that people notice if the “advertisement” or “product placement” is too explicit. So, creating a sincere content in which the product and influencer are a perfect match, is what you should focus on! Influencers can be regarded as role models, and because of that, with the right influencer marketing strategy, you can engage with your target audience in a more effective way. They are social media figures that have a consistent social media appearance that has built their audience. As a consequence, finding the appropriate influencer for your business type is easy and cooperating with them is very beneficial for your business. Because influencers already have a community that trusts and listens to their advice. So those “influential” people can boost your brand engagement and will have a positive impact on your brand.
As BGA Partners, we don’t just follow trends, but understand and be a part of them. We keep track of the changes in this constantly changing world and foresee the future. We add our colour to the trends, as our creativity and vision shines on our work.