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Keep an Eye on These 3 Massive Marketing Trends of 2017

Friday, August 18, 2017 | Comments (0)

In the world of marketing, there are people who believe in the school of thought that being the first to follow trends leads to faster results and immediate brand recognition. Of course, there are just as many, if not more, marketers who believe trends aren’t worth chasing because of how they tend to disappear as quickly as they arrive. 


Such trends can be a new feature on a social media platform like Facebook, a disruptive adjustment to Google’s search engine algorithm, or the popularity of a meme.  


But for better or worse, trends do matter. The trick is knowing which trends are worth paying attention to and which ones you can let slide. In other words, you need to focus on the big trends—the kind that look like they’ll disrupt the industry. Here are 3 of the biggest ones we’ve observed so far. 


Live Videos 


Live video feeds of the desire of many people to share their experiences as they happen to a large audience, engaging them in real time. This feature used to be limited to platforms like Meerkat and Periscope and was largely considered as cool but unrefined. 


Fast forward to today, just about every social media platform out there has their own take on live video, including the giants Facebook, Instagram, Twitter, and YouTube. You also have streaming platforms made specifically for gamers like Twitch.


And the beauty of live video is that execution can come in a shaky cam video selfie, or a full-on show with intricate production design.


But the real reason you should use live videos has to do with the kind of engagement these videos are getting.  


According to Facebook news release, “People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live. This is because Facebook Live videos are more interesting in the moment than after the fact.” 


And according to another release“People comment 10 times more on Facebook Live videos than on regular videos.” 


Bottom line? You’d be a dummy to ignore live videos at this point. 


Influencer Marketing


Much has been said about influencer marketing being the next big thing in marketing. 


Hyperbole aside, partnerships with influencers have been a boon for many companies. Ever since social media has democratised the process of creating content and building an online, everyone from bloggers, YouTube vloggers, and Instagram models have amassed huge followings on social networks, achieving a status once exclusive to celebrities. And that doesn’t include the wave of micro-influencers—individuals with around 100,000 followers or so—who wield enough influence for big brands to take them seriously.


The logic behind influencer marketing is simple. Today’s consumers tend to place more weight in what someone they perceive as influential says, rather than what the brands themselves say. And so, marketers turn to influencers as a way to reach out to and engage their audience.  


“Stories” on Instagram, Snapchat, and Facebook 

“Stories” offers a way to tell stories in the moment. In other words, content as it happensSnapchat was the first to offer such a feature, with their self-destructing videos that would automatically delete themselves after 24 hours.

Only a few marketers saw the appeal of Stories, but for younger social media users? They it up like pancakes. As famous vlogger and avid Snapchat-er Casey Neistat puts it, the appeal of Snapchat lies in its ephemeral quality, which creates a sense of urgency and need to post even more stories.  

Now that Instagram and Facebook have implemented (some would say copy) a similar Stories feature on their respective networks, the popularity of Stories (called My Day pm Facebook and Instagram Stories on Instagram) has since exploded, giving brands a new way to interact with their audiences. 

Instagram recently rolled out a way for brands to insert ads in between the Stories feed of users, giving brands another approach to push promoted content to their audience. 

While Stories may seem like a passing fad, the numbers confirm its ridiculous popularity. Instagram Stories receives 250 million daily active users as of June 2017—a remarkable feat for a relatively new feature. 

Closing Thoughts 

Marketing trends, especially in the online world, tend to be a double-edged sword. When done right, they yield incredible numbers in terms of impressions and engagement. When poorly executed, they end up being a waste of time and resources. 

Before jumping into any of these bandwagons, go back to the drawing board and see if there’s any way for your core marketing campaign to use these platforms and trends to your advantage. Are these trends relevant to your goals and objectives? Are the people using these platforms my target audience? Are these new technologies and platforms relevant to my brand and industry?

If you answered yes to these questions, you should be fine trying these new digital marketing features. Try to start slow at first so that it becomes easier to minimise costly mistakes. But don’t be afraid to experiment. Even if you think of yourself as a boring brand, social media and digital marketing will always offer some way to engage your audience. Good luck! 

For more news and updates on all things related to marketing, be sure to follow this blog. If you want the perfect packaging medium to showcase your marketing messages, Smartbag has you covered! Contact the Smartbag team to learn more about our custom packaging materials.

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