With the disruption in technology, the number of Internet users has witnessed an exponential spike – from 483 million users in 2018, to 566 million today. This means brands and companies have a much bigger base of viewers and readers available to influence. Let’s know more about Content Marketing Trends for 2020.
Today, content marketing is potent, since it gives brands a genuine platform to share their story. It is also more authentic than conventional advertising, and helps brands establish authority in their area of expertise. But since this landscape is ever-evolving, trends keep changing.
Listed below are some of the content marketing trends to look out for in 2020.
The Power of Video
Last year saw a rise in video and live-streaming through TikTok, YouTube, and Twitch. This year, according to HubSpot, 54 percent of consumers want to see more video content from a brand or business they support. If you want your brand’s content to stand out, and engage well with your audience in 2020, you need to start putting out more videos.
One of 2019’s popular songs, ‘Old Town Road’ by Lil Nas X became popular through TikTok and exploded into a viral dance challenge. In no time, it broke the all-time record on the Billboard Hot 100 chart for being No.1 for most number of weeks.
Other important platforms that support video streaming are Facebook, Instagram, LinkedIn and websites. One of the most popular ways to leverage videos is by going for live-streaming, using Facebook live or Instagram Live.
It is also important to ensure the videos are properly formatted for each platform. For example, square videos are more suited to Facebook, while vertical videos are better for Instagram. There’s no one-size-fits-all approach!
Optimise content for voice search
A rise in the number of smartphones and AI-powered assistants, like Siri and Alexa, has led to a surge in voice search. According to a recent report, the global market for voice search grew 187 percent in Q2 in 2019. This also means more people are searching online using voice, instead of typing out a query.
Of course, the text typed into Google search is very different from how it is spoken to a digital assistant. For instance, when typing a query into Google search, users might write “content marketing trends 2020.” But, when performing a voice search, they’re more likely to say “Hey Google, what are the biggest content marketing trends for 2020?” So focusing on natural, long tail keywords will help content get to the top of voice search results.
Captivate the audience with AR
Augmented reality is exciting and users love to experiment using this technology ! Platforms like Snapchat and Instagram offer users filters and lenses, all via AR, to create fun content. But did you know a brand can create its own filters and lenses? Taco Bell launched its own branded lens on Snapchat, and it was viewed 224 million times, making it the top campaign in the app’s history.
Facebook product Spark AR, allows users on Facebook and Instagram to create filters and upload them online. Other users can then save these and apply them to their stories. Google has Google Lens, which is an image recognition technology that uses the point and shoot feature to show the most relevant search results. AR can be used across sectors, be it retail, live events, real estate or education, and 2020 will see more of it!
Tap into conversational marketing
With time, brands have realised that the fastest way to appease buyers is through one-on-one conversations. That’s why conversational marketing will be a notable trend in 2020. When you can have one-on-one, personal conversations with your audience, it helps to establish a human connection. Further, it helps to understand the audience better, which then helps to create engaging content.
Conversational marketing comes in many forms including email marketing, live customer support, customer success programs, Facebook Messenger marketing, chatbots and more.
Dynamic content delivery
As mentioned above, personalisation is important, but 2020 needs a new kind of personalisation. Today, consumers expect to receive emails and offers personalised to their specific needs. According to Instapage, 54 percent of shoppers anticipate a personalized discount within a day of sharing their information with a retailer.
Dynamic content, also referred to as adaptive content, refers to web content that changes based on the user’s demographics, behaviors, preferences, and interests. For example, the content on a webpage can change on its own basis the location of the user. This will also help buyers make decisions faster.
Time to go vernacular
There are many first-time internet users in the country today, especially in the vernacular space. To capitalise into this growing segment, brands are going vernacular. Amazon and Flipkart are also planning to offer their services in regional languages, just like new players like Niki.ai, Bulbul tv and Shop101.
2020 will see more and more brands deliver storytelling through vernacular content. Storytelling is an impactful way to engage with the audience, and when done in a regional language, the outcome is very personal. This is evident in the thumb stopper format that Facebook offers, which intends to tell a story without sound, in order to capture the essence of a story and be able to tell it to speakers of any language.
One of Swiggy’s campaigns, #SwiggyStarhunt did well with vernacular content. The campaign was targeted at their delivery partners to showcase their talent via TikTok. Swiggy launched the campaign in 11 languages – it received over 1500 entries from 400 delivery partners, and 44+ million organic views.
In 2020, content marketing will be about understanding the audiences’ needs, and meeting them where they are. It’s about powerful storytelling using social platforms, tailoring content based on individual tastes and inviting consumers to experience the brand in new ways.