Gamers are gaming on Twitch. Readers are reading on GoodReads. Bikers are biking on Peloton. The majority of people surveyed by NYU Governance lab say the most important group or community they belong to operates online. A lot of resources are usually devoted to building these groups or communities over time. Fortunately, you do not have to start from scratch. Online communities are fuelled by creators and micro-influencers. In order to build your brand’s community, you should identify the right creators in your field and collaborate with them.
Additionally, the number of spends on platforms such as Tik Tok, Pinterest and Snapchat have grown. As part of their preparation for the Metaverse and potential new digital opportunities such as NFTs, Brand and Marketing teams are also exploring and educating themselves.
Let’s look at some trends:
1. Storytelling
Tell a story about your product. Explain how it was made, where it came from and how responsible you are concerning social issues such as the environment. Pair this with NFTs (NFTs explained link content 003) and you can create a very personalised experience for your customers.
2. Music
In reels and Tik Toks, music has become a critical component. Radio stations suddenly move up the songs that gain popularity on Tik Tok on their playlists. The impact is obvious. By 2022, one in three teens are more likely to watch dance routines.
3. Creators
They have become the new influencers. Micro-influencers (according to MediaKix, micro-influencers are defined as accounts with anywhere from 10,000-50,000 followers and macro-influencers as accounts with 500,000-1 million followers.) are driving culture forward, therefore it’s critical to align with these influencers. It will move from a trend to a common marketing tactic.
4. Wellness
As people seek ways to improve their mental health, they are integrating and bringing arts and creative exercises into their homes. People are drawing, collaging and painting. Is there an opportunity within your brand to foster and nurture a community like this?
5. Conversations
Yup, it’s time to invest in a chatbot. You can communicate directly with your consumers using apps such as chatbots, live chats, and voice assistance. Engage your visitors through customer-centric dialogues to create real interactions.
6. Search intent
Intent is what motivates someone to conduct a search. By tracking users’ digital habits and social patterns, you can see their search intent. Common types of Search Intent include informational, commercial, navigational and transactional. Consider keyword modifiers and read the SERPs. Type in the keyword you’re targeting into the search bar and see what Google comes up with. You’ll likely be able to tell by the types of results that Google deems the most relevant search intent for each term.
7. Account-based Marketing
In business marketing, account-based marketing (ABM) involves concentrating resources on a set of target accounts within a marketplace. Even though ABM is not new, start-ups and larger companies alike are becoming more aware of it. Personalised campaigns are used to engage each account based on the specific attributes and needs of the account. ABM is a marketing (or sales and marketing) strategy in which marketers utilise information about prospects and customers provided by sales teams to tailor campaigns to them.
9. Virtual Reality
Consumers will step into virtual reality (VR) and augmented reality (AR) experiences. They’re affecting your lives, too. Ever watched a 360° video on Facebook? That’s virtual reality. It’s a computer-generated, lifelike experience. The real world is augmented with visual, haptic, olfactory, or visual elements. While VR and AR offer different experiences, both are making waves in today’s marketing world.
10. Voice search
There has been a significant uptake in voice activation to search for recommendations of restaurants in the area. Start to optimise blog posts with keywords specific for voice.
11. Case studies
A longer-form case study gives prospects an in-depth look at how a product, service, or strategy benefits people or brands. Some businesses make them publicly available on their websites to convince a buyer as quickly as possible, while others make them free PDFs that require a lead conversion in order to access. Updating your case studies will continue to drive leads and brand credibility.
12. Live content
Content from brands, especially that is relatable and authentic, is increasingly sought after by consumers today. Using live video streams and audio chat rooms, brands are able to connect with their audiences and discuss their brand, products, expertise, or mission.
13. TikTok
Ever since TikTok first became viral three years ago, brands have been trying to unlock its true potential. Having over 1 billion global users, TikTok has become an app for a wide variety of audiences and marketers. In addition, it has begun to offer new advertising and marketing features for businesses of all sizes. This app will continue to gain brand interest.
A final note to you as a Marketer or Brand Manager: People are more receptive to ads that enhance their experience on the platform, so don’t take them away from the experience.
Videos
SERPs and Search Intent?
Follow us on TikTok and see how we play around with these apps.
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