In a world where Instagram timelines are constantly changing and we just can’t seem to keep up with the latest viral social media challenge, understanding and staying ahead of the latest content marketing trends can be a challenge, we get it. That’s why we’re breaking down the trends we’re most looking forward to in 2019!
As brands look for new and unique ways to separate themselves from the competition, personalized and interactive content will lead the way. Today, 91% of buyers are looking for more visual and interactive content that can be accessed on demand. Interactive content can come in many forms, from Cabot’s interactive infographic to product finders like QALO’s ring quiz. It’s safe to say if your content is personalized and successfully engaging audiences, you’re already ahead of the curve.
Why does interactive work? The personalization of an interactive content experience is extremely appealing to users. Interactive campaigns not only allow users to engage with your brand on a deeper and more meaningful level, but effectively guide them through the entire buying process.
Live Videos (Webinars, Webcasts, & Everything in Between)
Video has grown drastically over the past years, so it’s no big surprise that video has now become one of the most effective tools in a content marketer’s toolbox. This year, we expect to see even more brands turning to live video as users on Facebook alone are spending 3x more time watching live video than traditional video.
What are your live video options? It’s no longer just about high production video events like webinars either. Live Q&A’s across Facebook and Instagram Stories are being utilized by both B2C and B2B companies. Experian turns to Facebook Live weekly to provide users with answers to their credit, loan, and debt questions.
Hey Alexa, did you know that 50% of all searches will be voice searches by 2020? It’s true: more searches will be done without the use of a screen throughout this year and well into the future, positioning voice search as a huge opportunity for your content marketing team.
How do you get ahead of the trend? Start by creating content in Q&A format and make sure the content sounds more conversational in nature. Keep in mind that the key to a voice search result is to appear as a Featured Snippet, the description or excerpt of a web page at the top of Google’s page 1 results. This means that keyword research and understanding of a user’s intent when developing content are now more important than ever.
More brands are beginning to leverage augmented reality and it doesn’t seem to be slowing down anytime soon. Makeup giants like Sephora are harnessing the power of AR by allowing shoppers to virtually try on products and play with new looks. Leading home improvement brands such as Ikea and The Home Depot are finding innovative methods of using AR to help users with selecting paint colors or even virtually placing furniture in their homes.
What are the benefits of using AR in your digital campaigns? The beauty of AR goes past high-tech sophistication: it gives brands an opportunity to fulfill a user’s needs at every step throughout the buying process. Since the technology is still new, an AR campaign can result in a great deal of buzz while simultaneously generating brand awareness. Further, AR can help facilitate improved brand engagement by allowing users to engage with products in real time. With all of this information right on a screen, users can make their decisions and complete transactions quickly and seamlessly.
Influencer partnerships are going micro! More than ever, consumers are trusting micro-influencers over top macro-influencers. In fact, 94% of consumers believe micro-influencers to be a credible and reliable source of information. As a result, many brands are shifting their investments away from macro-influencers to more niche creators who may have smaller audiences, but enjoy much greater influence with those audiences.
How do you get started with micro-influencers? Establish clear goals for what you hope to accomplish in your campaign, identify bloggers who align with your brand and goals, and create a plan of execution. If you’re ever in doubt, Wpromote’s influencer marketing experts can help you out.