Last year, we learned that the key to social media success is to be socially conscious and that even if a picture is worth a thousand words, a video is worth a million. There is no doubt that 2019 will bring us double-sided and pivotal, especially in the world of agencies. By testing these new marketing waters, I predict some key trends that are sure to catch the eye (and the handles) of marketers in 2019.
Living Live
Taking advantage of live video on social platforms has become the norm for brands in 2018, and I predict that it will only continue to grow in 2019. According to a report published on Facebook, the daily reading time of broadcasts on Facebook Live has quadrupled One in five videos on Facebook is now a live video.
We encourage our customers to integrate live video into their everyday social projects, providing behind-the-scenes insights into corporate headquarters, conferences and events, product demonstrations, Q & A, interviews, webinars, etc. These live conversations provide more personal touch points between the brand and consumers and enable real-time dialogue and interaction. More importantly, live video is a free service. Even when not physically together, consumers and brands can easily share intimate moments and experiences together.
With almost two months of 2019 already in the books, it's time to take action. With the tips and trends above in your back pocket, you now have the confidence you need to build even stronger relationships with your current customers and capture the attention of a wider and more diverse audience.
Data entering in privacy mode
The supervision of Facebook in spring 2018 has prompted new consumer demands for ethical and transparent use of data. While Zuckerberg was facing a public relations nightmare, marketers had to reconfigure how we develop and deliver content to our audiences.
My agency knows that bespoke content is a winning solution for everyone: it offers better products to consumers and a better return on investment to brands. And fortunately, consumers agree - as long as brands do not abuse their power. Therefore, rather than completely abandoning the data, let me recommend some ways to keep your audience's information without losing its trust.
Last summer, my company redesigned our customers' strategies to meet Facebook's new ad targeting requirements. That is to say to our audiences where their information comes from and how we plan to use it (that is, to give them more products they like and less than they care to see). In 2019, the focus on making information accessible and keeping consumers informed must become the norm. The public is already worried and will turn to brands to find out who is listening and who is listening.
Tell your story (Instagram)
Since Instagram has sadly started using Snapchat's signature feature, almost all platforms have joined the race with their own version of "Stories". Although Gen Zers and the younger generations have led the Instagram crusade, all generations are currently benefiting from the platform and its features. And with momentary content that takes away the perfect pressure from social media, brands can also take advantage of the movement.
The content of an article can be shared from one user to another with a single click, allowing brand followers to spread the word about upcoming launches or collaborations. You can click on a campaign hashtag to find a place in a post-feed or story in the Discover tab. And of course, Story messages can eliminate the pressure of a grid or a perfect flow. With such short lifetimes, the publishing strategy can be redesigned and reinvented in less than 24 hours.
The possibilities are endless: send out hearings by searching for more information, show products in action, announce the company's news or an upcoming gift, or even associate with influencers for an account buyout. The key is to match lifestyle content on the brand with more informative advertisements that invite the public to take action.
Integrating AI into customer service and experience
We never thought of sending a bot for marketing, but the possibilities of artificial intelligence (AI) have grown far beyond the way I can help you? The chatbots of last year. Whether it's voice recognition systems such as Alexa or developed personalities like Ava for Autodesk, even virtual agents get a new look.
Nevertheless, the "wow" factor for brands is not limited to voice commands. Image recognition systems are an aspect of the AI that advertisers should suggest to their customers. With retailers like Gap and Target already setting up their own systems, we are seeing the potential of image-based digital payment, order verification, product search, and more.
In addition, trying to keep up with the steady tides of the market demands enough energy from marketers. Why not leave some of the hard work to AI? With automation at the forefront of technology, integration does not prevent burnout, it also allows marketers to test new features that maximum effort and appeal to buyers.
Continuous Influencer Growth
The question is no longer whether brands should pursue influencers, but how to best leverage influence marketing. Throughout 2018, my agency has emphasized the importance of using industry-relevant macro-influencers and micro-fluids (as I will see later) to establish a genuine relationship with the public, based on the scale and budget desired by the client. The key is how to take advantage of this ever-growing phenomenon.
Instagram has proven to be the platform of choice for influence campaigns, with 93% of collaborations taking place on the platform over the last year. We also found that developing long-term relationships with a brand-specific influencer network enabled consistent messaging and authenticity.
Of course, the talent of the influencers cannot fully solve the marketing puzzle - it's a compliment, after all, not a solution. Brands must combine their great talent with well-developed ideas and creative freedom. When you add influencers to your 2019 marketing plan, make sure you play with each personality's strengths and collaborate with collaborators to create authentic, engaging content
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