February 10, 2016

4 Content Marketing Trends to Watch in 2016

2016 is well under way and with it are the newest trends in the content marketing world. These shifts will have a definite impact on the way we do business online and market brands into the future.

If you are a business owner or keen marketer, here are the trends you need to watch.

1.      Live content

An announcement on January 28, 2016, from the Facebook newsroom has confirmed that the Live Video feature, which was first announced last year, will expand from a ‘celebrity only’ feature to include all iPhone users in the U.S. The rest of the world will be able to enjoy this feature over the coming weeks.

The fact that Facebook has invested in this feature paints a pretty clear picture of the direction of live streaming content for social media users as well as the online community. Apps such as Periscope, Snapchat and Blab have been promoting this for years but this year more and more competitors will arise which poses huge possibilities for online marketing.

“The way Snapchat works is much closer to how we communicate face to face than any other social network,” says Snapchat convert and content marketing guru Gary Vaynerchuck.

The immediate, live nature emulates natural behavior in a way produced content will never be able to. This type of tool provides a real insight into your business’ brand and personality in an extremely interesting way.

2.      eCommerce in-app innovation

The introduction of ‘buy now’ buttons across Facebook, Instagram, Twitter and Pinterest has made a smooth transition in combining social media and mobile commerce.  Expect to see this in-app innovation across the board with more and more businesses getting involved.

While this may seem like a step backwards in terms of interrupting advertisement, the businesses that succeed with this will be the ones adding value to the consumers. This makes knowing and understanding your target market even more crucial. If your sponsored post adds value to your audience they won’t see it as an intrusion to their feed but rather an enjoyable component.

3.      Digital marketing will expand to include newer social media apps and sites

While Facebook will still dominate and remain relevant, its medium user age is on the rise. The fastest growing demographic of Facebook users is individuals over the age of 55. If your brand is targeting a younger demographic, particularly those with their finger on the pulse, transferring your efforts to the newer social media sites will be entirely necessary.

Instagram advertising opportunities are expanding and Snapchat isn’t too far behind. Business owners and digital marketing agencies will need to keep watching upcoming social media platforms such as Peach and Periscope for new and innovative ways to target millennials.

4.      Brand generated original video content

Big brand Nike has just launched their Nike original series Margot Vs Lilly as part of their huge #betterforit campaign targeting women. The first 8-minute episode of the mini-series was launched this week with one scheduled to be released each Monday. This is the first time Nike have entered into this original content concept but they are just the latest in a slew of companies who have been using the concept since the BNW ‘The Hire’ series in 2001. For more on the campaign read our #BetterForIt: An Inspirational Change blog post here. Brand-generated original video content will get bigger this year.  We are predicting web series to become big brand staples over the coming years.