Let's Get You Ready...
At the beginning of the year we get a flurry of "Trend Articles" in our feeds. Many of them are just a continuation from last year - video, content, video and more video - and some are brand new, with others looking like a big question mark - will I really be able to create a convincing AI model to show off my new Summer '24 range?
As we head into the last quarter, holding thumbs (because what else can we really do?) that our P&L will magically go from red into black, I thought it would be useful to look back at some of the trend articles that surfaced during the first part of the year. Let's review the ones have come to fruition and the ones we think are worth considering over the next few months.
STOK.TIP: A recent TikTok 'Thrive' Summit in Australia gave us one particularly good reminder: "start your marketing funnel now" - especially on a new channel like TikTok.
Start to build your awareness layer now. Find ways to collect all the retargeting data now - and the followers - whilst the airways are less clutterd and expensive.
This will set you up to capitalise on conversions when the spending frenzy starts (again, holding those thumbs people).
TREND 1: Once Were "Influencers" - Now "Content Creators"
It's not that influencers are "dead" but rather that the conversation has moved from influencers and micro-influencers to identifying people with a following willing to create content for your brand.
But isn't that "User-Generated Content" you say?
Indeed! Ultimately its about good old-fashioned WOM - or Word-of-Mouth - inviting in and creating brand ambassadors, advocates and evangelists for your brand.
From as simple a starting point as recruiting people willing to submit a review and and adding a picture or a video is the best and easiest place to start. If they willingly share it on their social pages - you have yourself some UGC!.
Hubspot noted that amost 80% of people say UGC highly impacts their purchase decisions, considerably more so than branded content and influencer content.
The fact that influencers were getting paid, and that their channels just became a proliferation of paid content, is one of the main reasons the whole concept of "influencers" has become a little bit passé.
Apparently UGC performs best on YouTube (26%), Instagram (24%) and the Facebook (21%) - but Hubspot seemed to forget about TikTok?
There is no question that TikTok is taking the lead with UGC. TikTok reports claim that 49% of TikTok users will create a post about a product/brand they purchased - which is 2 x higher than other social media channels.
I think the win with TikTok is that there are no rules - ok making it entertaining and watchable is critical, but unlike Instagram, you don't have to manage "the grid" and make sure all your posts have the exact same shade of Champagne-Pink-Filter on them.
Just about anyone can create content for TikTok - and they do. Thanks to some brave parents, who have showed up in their kids dance videos, it is completely normal to see people making a fool of themselves in their pajamas in their untidy homes.
STOK.TIP: Unfortunately the TikTok Beast (the algorithm) is always hungry for more and new. The volume of content required is huge so don't be scared to look around at family, friends and the kids you know to help you with some content.
TREND 2: It's A Global Market
If you wondered about global expansion, TikTok could be your foot in the door. Their recent trend report supported this with the following stats about their ever changing and growing global audience.
"Shopping Across Borders" was one of the key trends in the 2024 TikTok report.
74% of TikTok users feel TikTok connects them with people from different backgrounds and cultures around the world.
45% of users continued searching for more information on the platform after discovering something on TikTok.
With the upcoming TikTok shops and integrations to Amazon, this is going to make international buying that much easier. We just need a rapid improvement on logistics costs in and out of New Zealand to participate.
TREND 3: To AI or Not to AI
I predict that within the next 3 years our children will be wanting to pay to see a concert - in a venue - of an AI popstar and they won't think that is weird. Of course they do already exist, but it's just a matter of time before they sell out on a stadium tour.
Meet Rozy - born online 2021 - a Korean Influencer and songwriter already with a music selection to listen to on Deezer.
Hootsuite recently released the survey data below after asking 4000+ representatives from the different generations to assess their perceptions on the use of AI in social content.
The TikTok Trend data reported that 57% of TikTok users are interested in AI tools and solutions.
STOK.TIP: So long as the AI content is transparent and tells me you're a bot, an AI avatar, even a deep fake - that's ok. They will applaud you for embracing the tech, but just don't hoodwink them - that's not cool.
TREND 4: Video - Great - But Long-Form Video? Now a Welcomed Thing.
If you have kids, you will have been pretty gobsmacked at the amount of time they are prepared to invest in a piece of random content.
In marketing however, we have been somewhat hamstrung by the "Three Second Rule" - get your message across in the first 3 seconds, otherwise you've lost them.
Whilst I still support a clear, concise and short video for a top-of funnel ad message, when it comes to the middle of the funnel and content we need more platform exposure for educational, informative and engaging content that sits in the middle of the Marketing Funnel.
YouTube was always the channel to enable this, but now, TikTok also enables longer form video and story telling - allowing a 1 minute, 10 minute and even a 30 minute video.
STOK.TIP: Think of the concept of video content in itself - not just the channel. So create video content that tells a story, educates and informs but make sure you have some 3" and 15" versions available for Shorts and Reels.
TREND 5: Live Streaming & Interactive Shopping
Unfortunately Meta have cut back on shoppable content, with the removal of Insta and Facebook shops in many countries, including New Zealand. This means brands need to make extra sure their posts take customers directly to the product they are showcasing. Don't make customers jump through hoops to get to your checkout page or you will lose them quicker than you can shout "squirrel!".
But I believe this is set to change again....
An example of a Live Shopping Event from Thin Lizzy in NZ
What is coming up on the horizon (not yet in New Zealand) is TikTok shops - and if "TikTok (didn't make you) buy it" - the launch of TikTok shops might. Not only will it offer content creators and brands the ability top run live interactive shopping events - the ease of checkout looks second to none, with an AMAZON integration that enables you to buy right there and then and keep watching the event.
Have a look at the above example from Thin Lizzy from earlier in the year to see how this can work.
TREND 6: Behind The Scenes or 'How its Made Videos' are Gaining Even More Traction
This one is definitely not a new trend, but one that continues to grow as platforms like TikTok grant you license to create uncomplicated, simple and authentic behind the scenes content.
People love a good home-grown story - real people in their community who have taken great ideas from start-up to success.
Include everyone who's involved in the process - the dorkier they are the better!
TREND 7: SEO Compliance is Not Just for Google
Using keywords, hashtags, tagging and all the tools available in the social platforms is critical - not to mention Alt-Text for your images. You will have seen some of the changes showing up in SERP (Search Engine Results Pages) of late - as Google begins to refine its results pages even further still based on keywords and key phrases (football shoes) but now even more detailed and direct based on long-tail keyword searches - or sentences (where can I find orange football shoes for a ten year old).
Customers are expecting not just the usual suspects to rank at the top of the page, they also want to see a range of related images and videos on these keywords and topics. Which means if you have done the extra work on your post (tagging football shoes, orange football shoes and football shoes for kids), your content could be showing up at top of page.
This includes not just products to buy and related articles, but also YouTube, Insta and Facebook posts and TikTok videos that are ranking and trending.
Take a look at this example of a multi-media brand - Coldplay - this is how we want our own brands to show up in Search with rich media content and links that will catch all generations and users attention.
STOK.TIP: Here's a short checklist to improve your brand's SERPs.
A QUICK SERP CHECKLIST:
Maps and Locations - use Google Business - this gives your brand authenticity and makes it real. If "shop-local" is important for you, or Made in NZ / AU then people want to know you are a real person and reside in-country.
Images - adding Alt-Text to all images on your website and in your social feeds will bring your brand and products up in SERPS for Google Images.
Google Shopping - of course! You need to be showing up here having connected your Google Merchant account.
Videos on YouTube - making sure your YouTube channel videos are connected to your PMAX Google campaigns and asset list.
Videos on Publically Available Social Pages - Tagged Correctly.
Social Channel Links - including audio - Spotify if you have a playlist or have appeared or own a Podcast.
If you are uncertain about what you already have and what you may need, take a look at our diagnostics package for a full deep dive into all of the above.
Or book a consultation straight into my diary to discuss.
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