The events of 2020 forced brands to think long and hard about how they connect with their customers. As more people stayed home, e-Commerce sales went through the roof and according to GlobalWebIndex, “49% of all internet users plan to shop online more frequently once the pandemic is over.” People now spend even more time on social media, tend to use digital platforms more readily, and video conferencing has become the norm. These changes have led to a major shift in the way brands need to connect with their consumers. In this article, I will share some key marketing trends you can incorporate into your business today.
Increase Live Streams
The majority of events last year were canceled and people were unable to connect in-person with friends and family, so as a whole, we turned to live-streams. Facebook live viewings spiked by 50% during lockdown periods, while viewings on Instagram surged up 70%. (MH Media Strategies, 2020) To stay profitable, companies had to come up with smart solutions like Zachary’s Jewelers, who developed weekly QVC-like shows and aired via Facebook Live to keep the store’s friends and customers feeling current and connected with the brand.
Implement Purpose-Driven Brand Missions
To an unprecedented degree, companies are having to dig deep to discover how to best thrive in turbulent times. Why does any company need a brand purpose? As the bridge between your brand and your customers, your brand purpose adds value to the lives of your customers and to society as a whole, which helps boost sales and loyalty over time. As an example, the Dove beauty care brand embodies their brand purpose within their marketing campaigns. Dove’s advertisements and commercials are known for representing diversity and featuring unretouched photographs of real women from all backgrounds, all races, all colors, and all ages. Having a brand purpose also sets you apart from your competition. Dove’s mission is to not create a single standard for what defines beauty in women, but to redefine what beauty is altogether.
Invest in Video Content
According to The State of Content Marketing 2020 Global Marketing report, “Posts that don’t contain a video get 92% less traffic compared to posts with at least one video.” Why does this matter? Today’s social mentality of “go-go-go”, “keep moving forward”, and “don’t waste my time” means that we must provide content that is interesting and captivating enough to keep someone’s attention long enough to get our message across. Short revelatory videos are a great way to engage with your audience and ignite emotions. When things are difficult to explain via text or live video, animated videos can bring those concepts to life. Also, good quality videos that quickly and efficiently provide valuable information will ultimately build trust between your brand and your audience. Utilizing video content for your brand is especially advantageous if you are launching a new product or service. By providing enlightening and useful information to your current and potential customers in a proficient and convenient way, they will naturally come back to you again and again.