Short Videos: The Top Social Media Trend

As we approach the near end of the year, let’s check in on the top social media trend – Short Videos. Has consumer behaviour changed towards Short Videos? Will it remain on top in 2024?

According to Hubspot, video is still the most popular. The number of digital video viewers is expected to reach 3.5 billion globally.

Consumers prefer short videos the most. 36% of video marketers say that the optimal length of a marketing video is one to three minutes.

More than half of marketers surveyed say that short-form videos are viewed the most and have the highest ROI format. Long-form earned the 2nd place (36%) and live-streaming earned 3rd (also 36%).

Research suggests that 33% of marketers are planning to invest more in short videos than any other format.

 

Video content will continue to grow throughout the year and its popularity will carry over 2024. Here’s why:

 

Gains Higher Engagement and Reach

Short videos are designed to grab attention and keep viewers engaged. They catch attention in the first 3 seconds and are more likely to be watched in their entirety. This leads to higher engagement rates as compared to longer videos, where viewers may lose interest and stop watching before the video ends.

Due to their concise nature, short videos are highly shareable. Social media users are more likely to share a short video with their friends, family, or followers, increasing its reach.

Form of Entertainment

In today’s fast-paced world, people often prefer shorter content that they can quickly absorb. These “Snackable” content provide an easily digestible way to share funny, adorable or shocking videos.

According to HubSpot Blogs research, viewers mainly watch videos to “help relax and unwind” and “laugh or be entertained”.

Source of Information

Consumers are more likely to rely on short videos for information. According to HubSpot Blogs research, 66% of consumers have watched video content such as product reviews, demos, unboxings and how-to’s to find out more about a brand, product or service. 

Creative storytelling

Short-form videos encourage creators to think outside the box as they have to convey their message in a limited time frame. Many features are also made available for the creator such as available music and graphics to push for creativity, resulting in visually enticing content.

Creating short videos is also less costly compared to longer videos. With time limitations, creators can focus on capturing the essence of their message without the need for expensive production resources.

Mobile-friendly

75% of social media users watch short videos on their mobile devices. They load quickly and can be easily viewed on smartphones without consuming excessive data or storage space.

Tiktok videos and Instagram reels are the types of content format they use the most.

Versatile

Short videos are flexible. They can be utilised across various industries and content types, from educational tutorials to product advertisements, brand storytelling, or sharing personal experiences. Their versatility enables creators to cater to different audiences and objectives.

 

There’s so much to gain from using short videos as a marketing strategy. If you haven’t tried this out yet, you’re already missing a lot. 

Don’t be out-of-date! Captivate your audience with short videos! 

Have you tried creating and posting this form of content? How has it impacted your business? Tell us!

 

Sources:

Hubspot – Social Media Marketing Report 2023

Hubspot – How Video is Changing in 2023

 

2023 Australia Social Media Stats You Need To Know

The digital world is always changing and it has lots to do with an evolving consumer demand and behaviour.

Business owners need to be in-the-know of these constant changes. So here, we list down the most important social media statistics to help you get ahead of your marketing strategy.

 

On Social Media users in Australia:

21.30 million Australians, 81% of the population, are active social media users.

Australians spend 2 hours a day on social media. This accounts for roughly one-third of the time spent online. 

Top reasons for using Social Media: Keeping in Touch with Friends and Family (53.4%), Filling Spare time (38.2%) and Reading News Stories (24.8%). 

 

On the most used social media platforms by Aussies: 

The number of Facebook users in Australia is 21,398,000, 73.6%.

People aged 25 to 34 are the largest user group (5,200,000).

Facebook Messenger (62.9%)

The number of Instagram users in Australia is 13,576,800, 55.5%. 

People aged 25 to 34 are also the largest user group (3,900,000).

There are around 8.1 million TikTok users in Australia. It’s still the leading social media platform for Gen Z. 

On advertising:

Australia is estimated to be the 5th largest Social Media Advertising market in the world. 

1 in 3 Australians turn to social media when they are searching for brand information. 

53% of surveyed small-medium enterprises in Australia plan to grow their social media budget. 

Australian companies have increased their digital ad spend by 10.7%, with a significant preference for digital audio ads (19.9%) and online influencer activities (19.4%). 

 

14.90 million is the potential reach of ads on Facebook. A well-placed ad can engage up to more than half (56.6%) of Australia’s total population. 

Sources:

WeAreSocial

SMPerth

Oosga

The College of Adult Learning

Meltwater

GetApp

NapoleonCat

Top Digital Marketing Trends For 2023

 

As we approach the year-end, we’ve seen another wave of changes circulating the world of digital marketing. 

Here, we discuss what we think are the best social media and digital marketing trends that will continue to rise in 2023 based on a number of industry research and essential stats.

Short-Form Videos

Short-Form Videos, as defined by HubSpot are “any video under 60 seconds, with the optimal length between 31 and 60 seconds”.  They are usually in 6×19 and are watched and recorded mainly on mobile phones.

From Vine to Snapchat, Instagram and Facebook Stories, Reels and most recently Tiktok, Short Form Videos have become the leading content in social media. Now, even Youtube has updated its algorithm to open its doors for Youtube Shorts. 

A HubSpot report found that 85% of marketers say short-form videos are the most effective social media content, with Tiktok and Reels being the two most popular platforms.

Short Form Stats

Moreover, the report also found that 51% of marketers who use short-form videos have planned to “increase their investment in 2022”, while 38% plan to “continue investing the same amount”.

15-second videos may not appear to be the best explainers, but when it shows a product in action, then it can surely catch attention. That being said, Short-Form is here to stay in 2023.

 

Nano-Influencers

Nano-influencers are social media users with followers ranging from 1000 to 5,000. They usually post about their everyday lives, from photos of their family to memes about any topic.

Unlike the “mega-influencers” with millions of followers and a strictly curated Instagram feed aesthetic, nano-influencers are not paid by brands to advertise their products and services. Instead, they receive free stuff from the brands in exchange for posting about them on their social media platforms.

A Matter survey reveals 61% of consumers trust Influencer recommendations. 

consumers trust

Nano-influencers have the highest engagement rate at 5%, beating the mega influencers, according to a HypeAuditor research. If your goal is to make a sale, this is the way to go in 2023 and beyond.

 

Email-Marketing

Email Marketing is one of the ways to build and maintain a strong relationship between the brand and the customer. 

In the next year, we will continue to see privacy updates and improvement in metrics. This is due to Apple’s iOS 14 update that requires businesses to create a space for the first-party data they have collected.

A tweak in measuring your email marketing success should be considered.

57% of small businesses use email marketing as their main strategy, according to Campaign Monitor. It is the second biggest opportunity to gain customers, next to Social Media which gained the top spot.

Email Marketing

 

That says how important this strategy is for all types of businesses, no matter what challenges it may face. 

 

Blogging

A blog is long-form content, which may be known as an old way to express ideas on specific topics, but it never really went away. In fact, it even grew in recent years as a helpful platform for businesses to disseminate information on their products or services and to grow their online presence.

According to a study from Hubspot, a business site that has a blog has seen 55% more website visitors.

The above graph shows that blogs will maintain their goal in helping websites grow in the coming year.

 

Personalisation

The best example of this is the shopping centre scene in the 2002 film Minority Report. As Tom Cruise walks inside, his character, John Anderton, is bombarded with personalised in-store ads as he passes through a series of futuristic screens. 

Twenty years later, we find that this sci-fi idea has now become much closer to reality. 

In the digital space, personalisation is a marketing strategy that sends individualised content or messages to engage customers or potential customers and improve their journey online.  It gives a better opportunity for consumers to choose which brand is the right one for them.

Insider Intelligence survey suggests 73% of consumers expect businesses to understand their unique needs and expectations. 

Consumer Expecations

This number is predicted to grow in 2023.

 

Image and Voice Search

The changes in SEO are constant as there are new ways to search when a user goes shopping or looking for answers on just about anything online. These new ways are currently shaping the user behaviour drastically.

To improve your website’s performance, you should consider updating your SEO techniques to meet the standards of Voice Search, Image and Reverse Image Search.

Google Lens is a Reverse Image Search Tool that allows you to upload an image you already have in your device and search for its information or a relevant topic.

Studies have found that 74% of consumers say that typing the text to search queries are ineffective. PwC found that 71% of users would rather do a voice search query than typing the text. More recently, image search tools have been on the rise, with 29.5% of users now utilising these tools mainly on their mobile devices. 

Voice searches have been popular since Amazon’s Alexa, Apple’s Siri and the Google Assistant were developed. On the other hand, TinEye, Google Images, Yahoo Image Search, Bing Image Search and Pinterest Visual Search Tool are regarded as five of the best image search tools so far.

Search Behaviour

 

 

These are only the top six of the many trends to look forward to in 2023. Which of these have you already considered into our marketing strategy this year?

 

Is your business ready for what’s to come? Tell us!

Sources: 

Hubspot
Social Insider
Shopify
HypeAuditor
Campaign Monitor
Insider Intelligence
Rapaport
Spectrum Group
Oberlo
Bootcamp
Search Engine Journal

Why Do People Want to “Make Instagram Instagram Again”?

Bothered by the latest Instagram changes? You’re not alone.

 

Recently, a photographer that goes by username @illumitati posted an image with text that says “MAKE INSTAGRAM INSTAGRAM AGAIN. (stop trying to be tiktok i just want to see cute photos of my friends.) SINCERELY, EVERYONE”. This is also accompanied by a Change.org link which you can find in her bio.

illumitati

The post has since been shared by Kim Kardashian and Kylie Jenner which we all know have millions of followers. 

The post went viral and the petition currently has 300k signatures.

Tati Bruening is not the only photographer lamenting the loss of the old Instagram. Others voiced their concerns on Twitter.

Before @illumitati’s post, fellow photographer Inari Briana tweeted “Instagram hates photographers I’m convinced


https://twitter.com/inaribriana/status/1546652188742750211

The tweet immediately gained thousands of likes and hundreds of responses. One user said “The IG algorithm is no longer geared towards still photography“. 


https://twitter.com/pjlove10/status/1546921211992543232

In an attempt to compete with Tiktok, Instagram updated its algorithm to shift its focus on Reels and recommended content. 


https://twitter.com/mosseri/status/1521589403671355392

Full-Screen Feed

The change: The redesign prominently shows a set of photos and videos in a TikTok-style format, taking up the entire screen of your phone and forcing you to swipe between posts.

The reason: Mosseri says this allows a more “immersive” experience and to discover more videos. He also says they are currently only testing the Full-Screen Feed and is not yet fine-tuned.

Video-Focused

The change: The algorithm is currently favouring more short videos. This update has been dubbed as “Trying to be Tiktok”. Despite this, Mosseri says that the app will continue to support photos. 

The reason: The Instagram Head explains that “more of Instagram is going to become video overtime” and that it is an inevitability even if no changes are made. The best thing to do is to lean into this change “while continuing to support photos”.

Meanwhile, with the success of TikTok, YouTube made their own update and launched YouTube Shorts. After this, TikTok is now planning to increase the max length of its videos to 10 minutes. 

Recommendations

The change: It shows more Reels from brands and “creators” (a.k.a influencers) you don’t follow. They show up in your feed because they are followed and watched by people in your following list. 

The reason: The goal of this is to try and get users to discover other creators they haven’t seen or heard before. Mosseri says that if we see content we are not interested in, this means they are “doing a bad job and need to improve”. They are currently working on this feature to help other creators, particularly small ones, to reach a wider audience.

 

These changes were slowly rolled out soon after its announcement early this year. The Instagram head addressed the issues in late July.


https://twitter.com/mosseri/status/1551890839584088065

What were the latest changes made in response to the negative feedback?

Instagram made more changes to the feed in the hopes of improving the user experience. Mosseri launched Control Features in early August.


https://twitter.com/mosseri/status/1557393569975095302

Following and Favourites Feed

Instagram Favourites and Following

This feature was launched in March. It allows the user to choose what they want to see on their feeds by clicking on the Instagram dropdown at the upper left corner.

“Following” option only lets you see all posts from the accounts you follow in chronological order with no recommendations.

“Favorites” option lets you see posts from accounts you’ve selected to be in your Favorites list. A user will not be notified if you favorite or unfavorite them.

 

Not Interested

Instagram Not Interested

When you see a Recommendation or a Suggested Post that you don’t want to see, you can easily remove them from your feed by selecting the three dots in the top right corner of the post and clicking on “Not Interested”

Snooze

Instagram Snooze

This option is for in case you want a breather from seeing posts from this account and would eventually like to get back to it after 30 days.

 

Mosseri says these are the new few ways to help users shape Instagram into an app that is best for them. After these updates were announced, people still think that the redesign is unnecessary. In response to this announcement, one user pointed out on Twitter that the “discover” area is where I find new content. The main feed should be to the ones I follow only.”

 

What do you think of these algorithm updates? Are you excited about Instagram being a video-focused platform or would you like it to return to its roots as a photo-sharing app? How are your marketing plans affecting these changes? Let us know! We want to hear from you. 😊

Email Marketing Statistics 2022

One of the oldest, yet one of the most effective ways to reach your customers is email marketing. According to research from Litmus, on average, email drives an ROI of $36 for every dollar spent, higher than any online platform.

Here, we prepared a video infographic breaking down the latest email marketing stats that marketers should consider.

Below is the list of a few of the most important email marketing stats this year:

Australia and its Behavior on Emails

Here are some of the key statistics that highlight how much people from Australia use email.

20.6% is the average open rate in Australia.
This is the percentage of subscribers on your mailing list who received & opened your email.
– Campaign Monitor

14.8% is the average click-to-open rate
This is the percentage of subscribers who opened your email, then went on to click a link in the email.
– Campaign Monitor

1% is the average bounce rate.
It measures the percentage of how often your emails get “bounced” back to you.
– Campaign Monitor

0.20% is the unsubscribe rate.
It measures the percentage of people opting out of your emails.
– Campaign Monitor

Global Behavior

Here are some of the numbers that show how much people from around the world use email.

There are an estimated 4.258 billion email users this year.
– Statista

306 billion emails are sent andreceived each day.
– Statista

64% of small businesses use email marketing to reach customers.
– Statista

8 out of 10 people will open a Welcome email, generating 4 times as many opens and 10 times as many click as other email types.
– GetResponse

22% of all email campaigns are opened within the first hour of sending.
– GetResponse

59% of email users say that marketing emails have influenced their purchases.
– Salecycle

40% of consumers say they have at least 50 unread emails in their inbox.
– Hubspot

74% of Baby Boomers, 72% of Gen X, 64% of Millennials and 60% of Gen Z think email is the most personal channel to receive messages from brands.
– Bluecore

Apps and Devices

What are the top apps and devices used in sending and receiving emails?

Apple iPhone’s Native email app has the highest market share, followed by Gmail.
– Litmus Labs

41% of email views are coming from mobile, while 39% are coming from desktop.
– Hubspot

28.77% of email open rates by industry are from the government, while 27.74% are from hobbies-related.
– Mailchimp

“Writing short, descriptive subject lines, making links and buttons easy to see, and keeping paragraphs short and simple are the most important steps to gain accessibility in the inbox”, according to Pathwire.

Sources:
Statista
Litmus
Hubspot
GetResponse
CampaignMonitor
SaleCycle
BlueCore Web
Pathwire

Music: “What Else” by Ealot from Epidemic Sound

 

Social Media Statistics in Australia 2022

Social media has transformed into something that has become a major part of everyone’s day-to-day lives and Australia is no exception.

Australian businesses and organisations have been thriving in expanding their customer base with the use of social media.

According to The Global Statistics and DataReportal, Australia has the highest social media penetration rate in the world.

With that, we created a video infographic showing a few of the social media stats that marketers need to keep in mind.

 

Check out the list below:

Australia and its General Social Behavior

25.93 million Australians, 21.45 million are active social media users.

23.60 million are the total number of internet users.

There has been a 4.6% increase in active social media users in 2021.

950,000 new users are added.

6 hrs and 13 mins is the average daily time spent on the internet.

1 hour and 57 mins is the average time spent using social media.

Facebook & Instagram users are more likely to follow brands on those platforms than Twitter or LinkedIn users.

Ads

72% of Instagram users would prefer not be targeted by age group, while 74% do not want to be targeted by gender.

Websites and Apps

Facebook is the most popular social media platform in Australia, with 18.12 million active users.
Instagram is the second most popular social media platform with 13.62 million active users.
Followed by Tiktok (7.60 million), Twitter (6.96 million), Pinterest (6.77 million) and Linkedin (6.18 million).

Messenger is most popular messaging app with 15.67 million active users, followed by Wechat (9.02 million)

Google is the most visited website in Australia, followed by Youtube.

Devices

55.41% of Aussies use laptops and desktop computers, 39.88% use smartphones.

The number of Mobile Internet users are 20.29 million. 80% of all internet activity takes place via mobile devices.

Sources:

Australia Social Media Statistics 2022 | Most Popular Platforms – https://www.theglobalstatistics.com/australia-social-media-statistics/
Digital 2022: Australia – https://datareportal.com/reports/digital-2022-australia

Music:

“In the Quarry” by Justnormal from Epidemic Sound

How are Companies Utilising Social Media in 2022?

There has been a major shift in the way we promote our brands for the past two years. We’ve learned that social media has become a priority to most marketers. 

What can we expect from companies on how they utilise social media this year? Let’s take a look at some of the findings from the latest studies.

1. More Social Media Hires 

According to Founder and CEO of Jotform, Aytekin Tank, “…the problem is when social media isn’t prioritised, organisations miss out on the opportunity to optimise platforms and turn them into revenue generators.” 

It is essential to hire and have a whole team of marketing professionals that have experience not only in drafting and scheduling posts, but to also have the capacity to engage with the online audience within the brand’s tone of voice. People are engaging more with their favourite brands on social media, even making sales! This is why social media support staff and community managers are also necessary.

Marvin Meyer on Unsplash

Photo Credit: Marvin Meyer on Unsplash

2. Higher Social Media Ad Spend

Although the budget is tighter for marketers in recent years, Hootsuite’s latest report found that more than half of the 18,100 marketers they surveyed said that they’re planning to increase social spending this year. 

Survey says they’re looking at investing more on Instagram, Facebook, YouTube and LinkedIn. However, the largest increases in spend will be on TikTok, Pinterest and Snapchat as studies have seen the biggest jumps in effectiveness belong to these platforms. 

This year, B2B marketing sees an increase in investment on Instagram and Twitter.

Social Media Selling Instagram

 

3. Customer Collaboration

Briana Rabiola, Social Media Manager at the American Association of Nurse Anesthesiology, says “User-generated content will continue to grow, taking a larger role in overall marketing strategy and campaign development. Audiences will become part of brand images and voice.” This is where Influencer Marketing comes in.

An example used by Sprout Social is the partnership between Pura Vida Bracelets which had 300,000 followers on Tiktok and social media celebrity Charli D’Amelio who had 112 million followers at the time of the campaign. The brand took interest in this and was able to expand its following. The brand now has 465.5K followers.

 

4. Snackable Content

Speaking of Tiktok, businesses are now investing more in Snackable Content. Hubspot defines Snackable Content as “straightforward, short-form, easily digestible content that lends itself to being passively consumed and shared on social media.” It is because of these characteristics that made it so effective.

A norm has emerged from this and it’s called the Vertical Videos. A study from Buffer found that vertical videos have generated 68% more engagement on ads.

5. Social Selling

Physical stores may live on, but e-commerce in social media is here to stay. Research from Hootsuite and We Are Social saw younger generations turning to social media more than search engines to look for brands.

Companies will use social selling to allow users to make a purchase from whichever platform they’re on.

Social Media Selling Instagram
Social Media Selling Facebook

 

Which of these have you implemented in your own business and which one works well for your brand so far?

Let us know in the comments and tell us how we can help you achieve your ultimate social media campaign this year.

Looking for help with social media? Contact our team today to get started!

Interactive Marketing in 2021 and Beyond: Is your brand doing it right?

The years 2020 and 2021 have impacted the digital marketing world so much that it made us reevaluate the relationship between brands and customers. Many trends have quickly emerged and one is Interactive Marketing. Are you using this tactic well?

What is Interactive Marketing?

As defined by NG Data, Interactive marketing is a “one-to-one marketing practice that centers on individual customer and prospects’ actions. It is customer-centric and focuses on the ways brands react to customer’s actions and preferences, aiming to meet their expectations.” This practice has been used for years but has become more prominent in the beginning of 2020 making it more important than ever.

Adding interactive features to your social media or website is always a great way to encourage customers to get themselves involved with your brand. But you will need to go further than what’s already been done. 

Get to know the types of interactive marketing and why it’s essential to spend more time on them than other practices this year and beyond.

What are the types of Interactive Marketing?

We found that since 2020 began, consumers seek a personalised approach in brands’ messaging. According to a study, 93% of marketers believe that interactive content is more effective at educating consumers and in gaining more page views and conversions compared to static content. 

Special Offers and Giveaways

The best ways to increase your brand’s audience and engagement are with special offers and social contests. People love free stuff! So by offering prizes, may it be a free product from your brand or a huge discount, it will surely catch attention. This is also aimed to grow leads. 

An example of a Giveaway from @themoonshop aimed to boost its number of followers.

A section from themoonshop.com.au offering a discount for every new subscriber. This is aimed to increase its email list.

Quizzes, Polls & Surveys

Quizzes, polls and surveys are effective ways to trigger interaction. These allows brands to gather insights from consumers about their products or services while consumers get to know more about the brands, why and what they need from them.

An example from @netflixanz’s Poll allowing users to recommend content to other users.

A selector that encourages users to purchase a product.

 

Calculators

Calculators create relevancy and simply help the user make decisions.

A calculator section from YourMortgage.com.au to help users determine their mortgage repayments. 

A calculator from Active.com that helps a user decide on food intake and fitness activities. 

Video

This allows users to choose their own journey. It increases engagement and time spent by a user on your website. 

Coldplay’s Ink music video takes the user into the character’s journey.

Email 

Automated Emails

You can send automated emails when a triggering event occurs. Abandoned shopping carts, first timer sign-ups and repeat page visits are types of triggering events. They are reminders, provide further information, new offers and incentives such as gifts of appreciation for showing interest in your brand.

A diagram that shows how a trigger event works.

Email Contests

Newsletters with quizzes are also an effective form of interactive marketing. It keeps the audience interested and makes them read through the end.

A contest within the contents of Silkari Suites at Chatswood’s newsletter.

 

Have you implemented these strategies in your marketing campaigns as of late? Which one’s your favourite and have received the best results?

Tell us how you’ve been using Interactive Marketing for your brand in the comment below.

2021 Social Media Trends You Can’t Ignore

2020 was one crazy year. It’s by far the most disruptive for everyone, including marketers. This year’s events have made it seem impossible to foresee what lies ahead. And even if the crisis is resolved in 2021, the effects will be felt for years to come. There are some emerging trends that will undeniably impact how we execute our strategies moving forward.

How will social media change next year? According to a research from Talkwalker and Hubspot, there are ten trends that will further emerge in the coming year. Find out what they are and why you shouldn’t ignore them.

1. Remixing 

Remixing user-generated content is seen to grow in the next year. Remixing is the art of taking existing formats, templates, or ideas, and recreating them to express a user’s own personality or ideas. It’s been around for a while but it’s seen to have a major growth during the lockdown. According to Talkwalker, remixing is on the rise on mobile apps like TikTok, Instagram Reels and Koji. 

Remix-Koji

An example is this post from a consumer mixing Chipotle’s logos into an existing template from Koji.

2. 4Cs

The pandemic has dramatically transformed consumer behavior. According to a report by Kantar, 78% of consumers expect brands to help them in their daily lives. Because of this, marketers must focus their messaging to address the 4Cs: Community, Cleanliness, Contactless, Compassion.

4Cs

The above analysis shows the number of mentions of the 4 Cs across all online platforms that are COVID-related. This means people are relying on getting information from brands about the pandemic. 

In May 2020, KFC dropped its iconic slogan to promote health and safety measures.

 

According to Janet Machuka, Founder of ATC Digital Academy “It’s not “Finger Lickin” good anymore as KFC temporarily dropped its iconic slogan because, with a pandemic going on, finger lickin’ is “not currently advised” and because of that, they have released a tongue-in-cheek campaign to go with it.”

3. Meme Marketing

Memes are among the most popular and fun ways of keeping communities engaged on social media. The use of memes increased drastically from 19.8million in August 2019 to 24.9million in July 2020. It peaked during lockdown. Online audiences turned to memes as a form of escapism.

Memes are used by brands for a while now as a form of marketing. Here’s one of many brilliant posts from Ruffles, keeping a relatable tone in its messaging.

 

4. Nostalgia Marketing

It’s easy to look back at the ‘good old days’. Talkwalker’s study found that mentions of keywords related to nostalgia increased by 88% as soon as the lockdown hit. 

Positive memories help people forget their current struggles once in a while. Inserting those memories into your brand will build and secure a strong, emotional connection with the consumer.

A master of this is Netflix. Their hit series Stranger Things has already been relying heavily on 80s nostalgia.

5. Conversational Marketing

It’s all about how you connect with your audience. Your brand’s messaging needs to be more conversational to create relationships and eventually build sales and expand your clientele. 

A personalised approach in reaching out to your audience using chatbots, social messaging or calls can drive engagement and sales. 

Offshoring company Staff Domain’s Facebook Page has an interactive chat that allows you to easily select specific services or a job vacancy you’re looking for.

Personalised content also means knowing what your audiences are talking about and joining the conversation. This tweet from Domino’s Pizza is very relatable. They’re finally speaking out about netizen’s sentiments regarding pineapple on a pizza. It ended up earning lots of hilarious responses.

6. Social Gaming

There’s a huge increase in the number of people who identify as gamers. There were 31.1 million of them in August 2019. There are now 41.2 million of them in July 2020. This is because people began to turn to online gaming as a form of escape during lockdown. 

Results from the Talkwalker study suggests that the mentions on gaming are not mainly about the games they play, but who they are playing with. There is a rise in building a bigger community surrounding the gaming industry and it will carry on in 2021. Your brand can explore this world no matter how different it is from yours.

Disney Plus partners up with Fortnite to increase subscriptions.

Beauty brands are now tapping into the gaming industry as well. Tatcha Beauty works with Animal Crossing: New Horizons to promote self-care.

7. Old-School Marketing

Some marketing strategies can suddenly re-emerge in this time of uncertainty. Lately, people are turning to podcasts as information delivered from them is easier to consume.

Voice is making a comeback. Old-school means of communication such as voice calls have also made a major return and its use increased during the lockdown. Voice search, voice notes, and even voice Tweets are already currently on the rise.

8. Adapting to the New Normal

Today’s top social media platforms will maintain its place as they continue to roll out new features to adapt with changing climate of the world.

The big three (Facebook, Twitter, Instagram) are more flexible and capable of quickly adapting to consumer habits. Even though there’s a growing popularity in new platforms such as Tiktok and Houseparty, the big three is still the go-to source of news and information for the online community.

Facebook Horizon is the latest feature that gained traction during the lockdown.

Facebook Horizon

9. Digital Disinformation

Since February 2020, mentions of “fake news”, “misinformation” and “conspiracy theories” have grown. Most of it is related to COVID-19 and vaccines. This is now called the “infodemic”, a global spread of misinformation that poses a threat to public health.

Social media has always been the place to find a wide variety of content, from delivering facts to just plain fiction. There was a drastic rise in fake news as soon as COVID-19 hit. The world continues to be misinformed everyday and brands are dragged by it too.

Brandwatch researched on the most shared fake news stories about COVID-19.

A brand who had been a victim of fake news was Vodafone back in April 2020. 

5g

In 2021, brands and social media platforms will focus on highlighting the truth and removing fake news from user feeds.

How can your brand avoid fake news?

  • Be transparent. If your brand is completely open, it’ll be more difficult for people to fill the gaps with dishonesty.
  • Make sure all your platforms are secured to avoid hacks.
  • Monitor your brand to immediately determine if it is being connected to fake news.
  • Get facts straight before sharing anything.
  • Do regular checks on who has access to your brand’s social channels.

10. Socially Conscious Marketing

This is the number one trend to emerge in 2021 according to the Talkwalker study. No doubt this generation is more socially conscious and has impacted brands in a major way. As a marketer, you have to take part in topics pertaining to social justice, mental health, diversity and inclusivity. 

Here’s how your brand can be part of the conversation:

  • Find out what issues matter to your audience. Take it seriously and talk about it with the whole company to make sure you address it correctly.
  • Have a ‘mission-led’ strategy. It will emotionally connect your brand to your audience.
  • Align your marketing and PR. 
  • Be fully committed to your cause. You will experience some bumps on the road (can’t please everyone). So don’t miss out on monitoring your audience’s sentiments and address them.
  • Your brand not marketing around social issues does not make it immune to backlash. 

Nike has been consistent in becoming the voice for change globally. Most recently, it started a campaign to support the Black Lives Matter movement.

nike

Consumers need to be at the centre of your marketing strategy. Consumer is King. It is important to listen to their voice now more than ever. The brands that understand their consumers to heart are the ones that will thrive in 2021. 

Have you started planning your strategies for next year? Let us know how you’re going so far!

 

7 ways your hotel can engage with your audience during COVID-19

Although many businesses have remained open or are already reopened, they continue to struggle from the impact of COVID-19. One industry that has been overwhelmingly affected by this crisis is the hospitality industry. As businesses are forced to reconsider financial plans, marketers too are forced to reevaluate their communication strategies to optimise for the lowest cost with the highest impact.

So how should you assign your marketing budget if no one is actively searching and booking holidays and dining out? Not to worry – there are still plenty of opportunities for your brand to engage with your audience despite the restrictions, so they can keep you in mind for when they’re ready to visit your establishment again!

Here are 7 ways to keep your hotel or restaurant on the radar:

1. Encourage wellness

Provide useful (and shareable!) content that encourages your audience to boost their wellness and stay safe during the pandemic.

Here’s an example from Silkari Suites at Chatswood who have shared tips on doing meditation and yoga at home.

 

2. Offer freebies

Although restaurants and hotels took a big hit in revenue due to COVID-19, many in the industry have chosen to give back to the medical community by offering donated meals or a free stay at the hotel.

Accor Hotels found a way to do this by partnering with Sunrise.

3. Engage with your audience

Some hotels started a competition to encourage user interaction for a chance to win a free or discounted stay, others have opted for something simply fun like creating a Spotify channel.

Corpo Santo Lisbon Historical Hotel aimed to personally connect with their audience remotely and felt the best way was through music, so the team members created a Spotify channel with songs close to their heart. Members from all departments and levels contributed, “from the housekeeping team to chefs and the front office,” says General Manager Pedro Pinto.

4. Sell meals kits 

Consider selling ‘almost-ready’ versions of your most-wanted dishes.

For example, Sydney restaurant CicciaBella offered “takeaway for the home” packs that allows its audience to take their culinary experience home to enjoy.

5. Share your DIY cooking videos

With nothing better to do, many people are looking for ways to pick up new skills at home, or enhance their stay-at-home experience, such as cooking up more advanced dishes.

Zagame’s House posted a video of Head Chef Michael Tse sharing simple and delicious ways to make pasta. This is also a good type of content for your brand if you’re offering almost-ready meals.

6. Post about your health and safety protocols

It’s important reassure your audience and let potential guests know about your health and safety protocols. An example is Meriton Suites’ ‘StaySafe’ program which explains how they have applied the latest government guidelines to best protect their guests and staff during and after the pandemic.

7. Know your timing

Above all, we need to be considerate and mindful that these are uncertain times, so timing and appropriateness of messaging are of the utmost importance to maintain and build a good brand reputation.

The marketing plans we had strategised for 2020 has been constantly and drastically changing throughout the course of the year, the best way to ensure your brand stays connected with its audience is to stay on top of the latest news, regulations, and apply the highest level of customer service and empathy (as you normally would!) to all levels of communication. That way, you can keep your audience entertained and inspired so that when they’re ready to travel again, your brand is the one they think of.