Five Top Marketing Trends To Pay Attention To In 2020

Photo:

As we’re ringing in a new year — and a new decade — now is the perfect time to reassess your marketing strategy. The number of new tactics isn’t coming up short, even into the 20th year of the 21st century. While a complete overhaul might seem daunting, I believe focusing on even a few of these five marketing trends will help your brand stand out in 2020.

1. Influencer Marketing

Working with social media influencers to promote your brand isn’t a new concept, but the way brands are choosing to work with influencers is shifting in a new direction. Gone are the days of famous celebrities talking about products to help engage audiences. The future is with micro-influencers. In 2020, set your efforts on targeting everyday people with growing social media followings — 3,000 to 1,000,000 followers. I’ve found that these influencers appear trustworthy to consumers and provide brands the perfect platform to reach further into niche audiences.

Sperry, for example, turned to its everyday consumer to showcase products by sending adventurers on various journeys for its “Odysseys Await” campaign (subscription required). The result was a series of compelling photos and videos that featured beautiful landscapes and attention-grabbing angles, paired with the hashtag #odysseysawait. If Sperry’s method doesn’t work for your business, finding micro-influencers to partner with is easier than ever now with the rise of influencer agencies brands can work with.

2. Videos

There’s no surprise that videos are vital when engaging with your audience. With the increased demand for quick, relatable content, your social media audience is looking for small doses of information that warrant a “thumb-stopping moment” in their social media scrolling habits. When creating content, use the first few seconds of your video wisely. Tell a compelling and engaging story, and absolutely use subtitles if your video has sound. Depending on the social media platform, the ideal video length varies. In my opinion, video length should max out at two minutes on Facebook, 60 seconds on Instagram, 30 seconds on Twitter and two minutes on YouTube.

In 2016, Burger King posted a video with a call to action that hit, in a figurative sense, all the right notes. Ahead of National American Sign Language (ASL) Day, the franchise’s mascot was featured in a video, signing a message asking for help in creating a new sign for the Whopper. The soundless, caption-only video was perfectly timed with the National ASL Day campaign and stood true to the brand, as its mascot has always been silent.

3. Audience-Driven Content

There’s no doubt your team will put a lot of effort into scheduling a marketing plan for 2020. Don’t forget to make room for audience-driven opportunities that organically emerge.

Consider this example from Southwest Airlines: A friend of a bridesmaid tweeted and tagged Southwest asking for help after the bridesmaid arrived at the wedding location without her dress. Southwest quickly tweeted back to her that the company was happy to help. The airline tweeted images and updates of the dress’s whereabouts on its journey from Houston to Costa Rica, adding a #RescueTheDress hashtag. The story went viral, and Southwest gained exposure it wouldn’t have seen had it not been prepared to turn great customer service into a social media moment.

4. Focusing On Gen Z

Move over, millennials. There’s a new generation to market to! As millennials age, Gen Z, those born between 1997 and 2012, will soon become a major target audience brands will market their products to. Perhaps unsurprisingly, I’ve found that Gen Zers prefer to tune into social media much more than traditional marketing avenues. You may find them on Instagram, YouTube, TikTok and Netflix. To tap into this audience, you’ll want to focus on video campaigns that immediately grab their attention. Create experiences rather than selling products, and use micro-influencers rather than famous sponsors.

With TikTok being the latest social media platform to gain significant ground, thinking outside the box will help capture this audience. To leverage TikTok for marketing, look at what Chipotle did earlier this year. For National Avocado Day, the company posted the music video of “The Guacamole Song” and started a #GuacDance challenge, which went viral as users posted videos of themselves dancing with avocados. The challenge was reportedly TikTok’s top-performing U.S. branded challenge thus far.

5. Insights-Driven Marketing

In 2020, many companies will likely dig deeper into their consumer base by leveraging insight-driven marketing tactics. Picking out even one key truth about your audience will give your brand the tools needed to tell an engaging story that really pulls on the heartstrings of your targeted audience.

One perfect example of how insights shape a successful marketing strategy is the Beats by Dre “Hear What You Want” campaign. With insights into the idea that athletes use music to help them focus and build confidence, the company’s marketing team came up with a series of ads featuring athletes tuning out negative talk and tough situations by putting on their headphones to listen to what inspires them.

As you embark on your 2020 marketing journey, find ways to incorporate these trends into your campaigns. Doing so will bring forth more robust branding that consumers can’t help but interact with.

[“source=forbes”]